Do loyalty programs still work?
Blasting generic coupons is not loyalty. A program targets the right offer at the right time based on past behavior, the goal is repeat bookings and attachment, not a race to the bottom on price. More ideas in our loyalty program ideas post.
When rewards feel fair and transparent, members visit more often and show less price sensitivity.
Success must be measurable: visit frequency, average check, and referral rate vs non-members.
Program types and fit
Points-per-visit or per-spend models are simple but need margin guardrails. Tier systems. Silver, Gold, Platinum add status and reward top spenders. Manage guest data with Guest CRM.
Visit-count rewards suit brunch and casual formats. Experience rewards. Chef’s table, tasting menu fit fine dining.
Hybrid points + tiers balance accessibility and premium motivation.
Why CRM and reservation data are mandatory
Without check or booking history, personalization fails. Profiles consolidate birthdays, table prefs, allergens, and no-show patterns. Sign up to try the loyalty module.
Recognizing members at booking improves host greetings. Marketing automation sends SMS/email only to opted-in segments.
Build consent into the design from day one, especially where marketing law requires explicit opt-in.
Keep reward economics sustainable
Model margin impact per reward. 10% off vs free entrée are not equivalent. Plan annual reward budget, not unlimited per-visit giveaways.
Expiry dates and minimum spend reduce abuse. Tie redemptions to reservations or POS to prevent staff fraud.
Starting with OpenRez loyalty
OpenRez loyalty and guest CRM connect visit history, tags, and tiers to the booking flow. Birthday and win-back segments can feed automated campaigns.
Import existing guests or collect opt-in for one month on the booking form. Launch your first campaign to a narrow VIP slice, measure before blasting everyone.