Voilà vs Stash: Independent hotel loyalty programs set to battle it out
Wednesday 12 January 2011
Independent hotel loyalty program Voilà announced that it has landed in the US January 11, setting the scene for increased competition in a new market that allows guests to earn points for staying in non-chain hotels.
Voilà, which allows consumers to earn loyalty points at some 250 independent four and five star hotels in Europe, the Middle East and Asia, debuted its program at two hotels in New York, The Court and The Tuscany.
Guests staying at either of the mid-market hotels, which do not belong to any of the major chains, will be able to earn points to redeem at one of Voilà's other hotels worldwide, in much the same way that guests can earn free nights using programs such as Hilton HHonors or InterContinental's Priority Club.
Like these larger programs, rewards also increase with the number of nights spent, offering benefits such as room upgrades and early check-in for those staying over 10 or 20 nights per year.
Voilà's Gabi Kool said that the firm was "busy finalizing plans to develop many additional hotels in key markets in North America," adding that the US launch reflects the company's success since its founding in 2008.
While Voilà brands itself the world's number one loyalty program, it will soon be competing with rapidly-growing US program Stash, which was launched to considerable acclaim last year.
Brian Kelly, who runs loyalty point advice site The Points Guy and recently analysed Stash's program, says that Voilà's US debut will be welcomed by frequent travellers.
"Voilà is going to be a formidable competitor to Stash because their program is strong where Stash is weak," he told Relaxnews.
"Voilà provides solid, tangible benefits for frequent travelers, such as early check-in/late check out and room upgrades - something Stash doesn't offer."
"Where Voilà is weak is obviously North American footprint. Stash already has a budding portfolio of truly unique, high end properties, so it will be interesting to see how the rest of unaffiliated boutique and independent hotel chains decide which program to join - if any."
The Independent travel offers: Discover a world of inspiring destinations
- 1 What marriage would look like if we actually followed the Bible
- 3 'Heartbreaking' Syria orphan photo wasn't taken in Syria and not of orphan
- 5 Orthorexia nervosa: How becoming obsessed with healthy eating can lead to malnutrition
Britain to take more refugees as Cameron bows to pressure after more than 250,000 back our campaign
Senior British politicians tell David Cameron: When dead children are being washed up on beaches – it's time to act
Jeremy Corbyn calls Osama bin Laden's killing a 'tragedy' - but was it taken out of context?
If these extraordinarily powerful images of a dead Syrian child washed up on a beach don't change Europe's attitude to refugees, what will?
If you're not already angry about the refugee crisis, here's a history lesson to remind you why you really should be
Make your voice heard: Sign The Independent's petition to welcome refugees
£22000 - £32000 per annum: Recruitment Genius: The fastest growing fitness cha...
£7500 - £10000 per annum: Recruitment Genius: The fastest growing fitness chai...
COMPETITIVE: Guru Careers: A Marketing / Digital Marketing Executive (CRM, Eve...
£8 per hour: Recruitment Genius: The role is likely to be 4on 4 off, days and ...