Luxury hotel group Mandarin Oriental has a new loyalty program, Fans of M.O. The logo for Mandarin Oriental being a hand fan, the name is quite fitting. The group calls it a guest recognition program as opposed to a loyalty program, and provides many perks in a simplified and direct format.
Instead of offering members reward points for redeeming free or discounted stays, all members are invited to choose two perks from a list at check-in on each stay.
The perks include early check-in, late check-out, daily breakfast, a drinking or spa credit, a room upgrade, streaming WiFi and a celebratory treat or pressing services.
Since there is no way to qualify for status or elite tiers, the rewards are open to everyone who signs up as a member of the program. In other loyalty programs, you may need to earn more points or move up a tier to receive benefits and upgrades.
Mandarin Oriental operates 28 ultra-luxury hotels around the world. Since it may not be a hotel guests find in every city, a loyalty program where you earn points after multiple stays didn’t fit the model. This way, there are more direct and straightforward rewards for being a member while the brand collects guest preferences and valuable data after each stay.
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