Roda Hotels & Resorts, a Dubai-based hospitality management company, has selected The Elite Club - an innovative alliance-based rewards and loyalty programme, as its food and beverage (F&B) loyalty programme across its portfolio.

The Elite club, created by Plan B Solutions, combines a smartphone application with a loyalty card that groups over 200 independent and internationally branded hotels and resorts in 15 countries under one loyalty umbrella. Today, the programme has more than 23,000 members who enjoy attractive discounts and benefits in the participating hotels.

Khalil Ibrahim Al Sayegh, chairman Roda Hotels & Resorts, recognised a broader scope for the partnership that the Elite Club had already established with its existing hotel partners. “We were looking for ways to drive more direct relationships with our restaurant patrons through an innovative loyalty and rewards programme, so we’ve decided to adopt the Elite Club as if it’s our own programme and curate new memberships within our restaurants and hotels”

"Furthermore, Roda aims to take advantage of a 'sharing economy' to offer its guests benefits when they travel abroad, while maintaining their benefits, and hence, their loyalty with Roda," he added.

Elie Younes, founder and managing director of Plan B Solutions and the Elite Club, said: “There is no better time than now for hotels to rethink loyalty. My previous experience allowed me to recognise the limitations of the one-dimensional approach to loyalty which most international and independent hotel chains have in place. It was clear to us that the future of loyalty is all about finding new ways, through technology and innovative thinking, to create real and holistic value for our members and, ultimately, to our hotel partners."

“Not only did Roda Hotels recognise the value of our platform, they were first to take the partnership a step further by choosing to market and offer their guests the Elite Club memberships in their own hotels”. He added. “With Roda’s portfolio of truly iconic properties and future projects, we see this as a historic day as it marks the beginning of unique collaboration with limitless boundaries. - TradeArabia News Service