Guests at Meliá Hotels can now spend loyalty scheme points online at 1,800 local and international retailers in five countries.
Its new eStore MeliáRewards Shopping, split into ‘earn’ and ‘redemption’ sections, has been launched by loyalty commerce experts Collinson Group and Points.
There are currently nine million members of the loyalty programme for the hotel group, which spans 43 countries with more than 370 hotels.
Points can be spent with selected retailers in the UK, Spain, Italy, France and the US. These include the likes of Fnac, el Corte Inglés, Aliexpress and John Lewis.
Electronics, health and beauty and travel products are among the 4,000 reward items available to buy and points can be spent jointly with cash.
To promote the new platform, which is also available to staff, MeliáRewards is offering members the chance to double their points on all earn transactions in the first two weeks following launch.
“We’re excited to grow and improve our member value proposition and raise our programme to the next level of loyalty excellence,” said Susana Miranda Hansford, global loyalty and partnerships, Meliá.
“We’re always looking for ways to make the member experience more convenient and rewarding.
“We can’t wait to see our members take advantage of the new MeliáRewards Shopping eStores”.
Points and Collinson Group formally partnered in 2014.
James Berry, head of loyalty commerce, Collinson Group added: “Meliá has loyalty at the heart of its organisation. It’s in its DNA. We have a shared view of the importance of delighting and rewarding customers at every turn and we believe the MeliáRewards Shopping eStore will have a significant, positive impact for both the company, and most crucially, its members.”
Since 2012, Points has powered the Buy, Gift and Exchange programme for Meliá.
“Loyalty is not a one-dimensional experience – it’s becoming increasingly complex as brands look to connect with consumers in meaningful ways,” said Rob MacLean, CEO at Points.
“Members are looking for better flexibility in how they earn and redeem rewards, as well as a more tailored approach based on their personal preferences. We are thrilled to expand our partnership with Meliá to give members the ability to earn and redeem loyalty currency, personalised to their preferences, in their everyday, online shopping.”