US-based Hospitality Marketing Concepts (HMC), a leading provider of lifestyle frequency programmes for hotels, has launched the My Mazaya network throughout the Middle East.

My Mazaya is a mobile-enabled hotel and dining frequency programme that provides members with shared benefits and recognition worldwide. Instead of relying on coupon services and discount books that often result in transient - and very costly - one-time business, My Mazaya develops frequency while building a qualified, targeted local consumer base that improves revenue for My Mazaya partner hotels and restaurants.

The programme successfully unites a growing network of nearly 60 hotels in the Middle East, including locations in the UAE, Saudi Arabia, Egypt, Qatar and other countries in the region. Participating hotels range from elegant City Center business hotels to luxurious resorts in exotic destinations.

Specifically designed to grow in-market revenue from the growing local SME and leisure markets, My Mazaya raises awareness for new hotels, reinforces the presence in the market for existing hotels by delivering a targeted database, and - most importantly - increasing food and beverage revenue, as well as banquet and wedding sales leads.

"HMC has operated in the Middle East for more than 20 years and we are delighted to launch My Mazaya, yet another innovative example of meeting the shared needs of both diners, travellers and hotels in the Middle East," said Mokhtar Ramadan, CEO of Hospitality Marketing Concepts. "The My Mazaya programme showcases the unique accommodations and restaurants of participating hotels, while simultaneously improving our partner hoteliers' knowledge of guest preferences, through HMC's advance CRM platform, so they can better respond and adapt to their expectations."

My Mazaya also features an innovative mobile app that allows members to redeem digital e-certificates, eliminating the need for paper-based voucher booklets or plastic membership cards. Based on HMC's proprietary patent-pending mobile technology suite, the mobile app platform--for both iOS and Android--delivers timely push-notifications about relevant hotel promotions based on a member's most current location, preferences, and purchasing behaviour. Members can renew their membership, book hotels rooms and reserve tables in participating hotel restaurants. In addition, the app streamlines hotel operations by providing detailed tracking with two-way POS/PMS integration, while improving analytics, intelligence and security controls.

My Mazaya membership privileges encompass a range of on-site benefits including discounts on room rates, complimentary upgrades, early check-ins, late check outs, discounts on dining options, health club access and more.

Linked to HMC's Clubhotel network, members of My Mazaya receive a variety of benefits at participating hotels when traveling beyond the Middle East. Simply by presenting their CLUBHOTEL membership credentials, they'll enjoy exceptional dining and room benefits at more than 720 luxury hotels in 52 countries and in more than 447 cities. Similarly, hotels participating in My Mazaya will have the ability to market to Clubhotel's targeted database of high-end travellers comprising hundreds of thousands of members globally.

"There are enormous opportunities to enhance hotelier success in the Middle East and we are thrilled to be expanding our network in this region," continued Ramadan. "We are extremely proud of the My Mazaya programme and look forward to watching it enhance frequent travellers’ experiences and generate incremental revenue for our partner hotels." – TradeArabia News Service