SLH launches new loyalty programme
SLH has revealed a revamped loyalty programme offering all members the chance to win free stays, alongside plans for a new app and digital magazine. Olivia Palamountain reports
Small Luxury Hotels (SLH) has announced a significant upgrade its customer engagement strategy, replacing the previous "Invited" programme with a new-look loyalty scheme.
The new SLH Club, which went live in October, 2024, maintains a three-tiered structure based on the number of nights stayed at SLH properties.
New members start at Club 01, with existing Invited members retaining their current status in the new system.
Club 01 members enjoy benefits such as flexible check-in and check-out times, free wifi and access to preferential Club Rates.
In a nod to sustainability, SLH has partnered with TreeNation to plant two trees for every night booked.
Members progress to Club 02 after four nights, gaining additional perks such as a free continental breakfast and room upgrades. New features at this level include priority access to flash sale rates and exclusive partner offers.
The top tier, Club 03, is reached after 13 nights and offers US$300 reward night vouchers and invitations to exclusive SLH events. All tiers now have the chance to win free hotel stays.
Joining the revamped loyalty scheme is a new app and digital magazine called Swoon, both slated for release on October 24, 2024.
The app will facilitate reservations, store membership details, and provide integrated route guidance to SLH hotels.
Swoon will offer travel inspiration and trend coverage, with new content released online throughout the year. A print edition will be available annually at select SLH hotels and sent to top-tier members.
Richard Hyde, chief operating officer at SLH, says: "This is just the beginning of the SLH Club journey – our small yet powerful benefits-driven programme will only get better in 2025, supported by our cutting-edge app and inspiring magazine, igniting the wanderlust with our loyal fanbase."
The move by SLH follows a trend in the hospitality industry of enhancing loyalty programmes with digital features. Recently, eco-conscious brand room2 also introduced a new loyalty scheme, The Hometel Club, replacing its previous room2 family programme.
