Deutsche Hospitality has launched its H Rewards loyalty programme across its five brands.
The programme was first launched by Deutsche Hospitality owner Huazhu, but will be run in all markets outside China by Steigenberger Hotels.
"H stands for hospitality," said Thomas Willms, CEO, Deutsche Hospitality. "Our aim is to offer our guests the best possible experience at every location for every travel occasion. This loyalty programme represents a new milestone in the European hotel sector. We are rewarding loyalty across all brands within a short period of time and in a more effective way than ever before. This lends even better expression to the high esteem in which we hold our guests. We have been working tirelessly with our shareholder Huazhu over the past few months to develop a programme for our five brands with a view to delivering a completely new experience for customers.”
The company said that, in the near future, participants from China would be given the opportunity to use their member benefits in Deutsche Hospitality-branded hotels. Participants from other countries would be able to do the same in China.
"H Rewards enables us to offer customers a first-class experience via our direct channels," added Christian Saliger, director CRM & loyalty, Deutsche Hospitality. "We will be continuing with the further development of our digital touch points during the coming months."