Launched in March 2003, Gold Points is Rezidor SAS’s loyalty programme created for business travellers living in Europe, Africa and the Middle East. While the Scandinavian group had fallen a bit behind the competition, this lag actually benefited it: “we were able to learn from everyone else’s mistakes and make a new and competitive offer,” explains the group’s marketing director. The launch coincided strategically with that of a new multi-brand portfolio of the group throughout Europe and the Middle East. After some reorganization, the Gold Points system was reactivated in May 2005 under the name “Gold Points Plus”, the name it continues to operate under today.Finally, Gold Points have also made it possible to increase the productivity of the teams by giving them a powerful tool for negotiating with key account clients, on the one hand, and, on the other, by increasing customer satisfaction thanks to the many possibilities for amicable dispute solutions, a natural aspect of the programme. Moreover, the effectiveness of the plan earned its nomination to the 2005 Hospitality Awards for “Best Customer Relation Management Programme”, to the Freddie Awards, which rewards the best frequent travel programmes, and to the International Hotel Programme Member Communications.The concept itself is classic but very careful attention has been paid to how it works: the client accumulates a volume of points that is proportional to his spending for each night spent or meeting held at one of the brands operated by Rezidor. The advantages for Gold Points holders are extensive and cover all aspects of the stay. Above all, benefits start the first night of the activation of the card. This may be a reduced price on dinner. Members receive their permanent card at reception and may begin earning points immediately. All documentation concerning the Gold Points programme is available in...