GMS Group: Enhancing Paid Loyalty Programs for the Hospitality Industry
Geoff Spiller, Co-chairman and Simon Lowater, Co-chairmanGMS Group's loyalty programs are designed to offer luxury lifestyle choices to guests, enhancing their overall experience. These programs provide members with exclusive privileges, such as premium dining experiences, personalized event planning, and access to unique offers through a user-friendly mobile app or WeChat mini-app. The apps facilitate digital e-vouchers, push notifications for last-minute deals, gamification features as rewards for spending, thereby encouraging frequent engagement and higher spending.
GMS Group takes loyalty programs to the next level by aligning client goals with guest needs. The company’s approach ensures that loyalty programs create a new revenue stream through membership sales and by driving business across all outlets, including rooms, spas, banquets, and catering. Moreover, GMS Group enables hotels to effectively launch a loyalty program without incurring any upfront costs, thereby removing any financial liability incurred in the set-up, staffing and technology employed for the program.
GMS applies an omni-channel customer centric approach that integrates all sales and marketing channels, delivering a consistent brand experience across all touch-points – online and offline. This strategy encompasses the entire member journey, from product discovery (creating awareness of the membership) all the way through to purchase (enrollment), fostering customer loyalty, and securing renewals.
To achieve this, GMS uses its in-house Sales, Marketing, and IT teams. These teams proactively customize and adapt the strategy to drive member enrolments, as well as member visits in all participating food and beverage revenues, in sync with the hotel’s business needs.
GMS Group excels in generating a qualified local guest database through meticulous market research and leveraging its extensive local networks. Sales teams utilize telemarketing and forge partnerships with third-party companies targeting affluent demographics to secure reciprocal agreements and corporate bulk sales. Notable collaborations include partnerships with international airlines and banks like Singapore Airlines, HSBC and UOB. Additionally, GMS utilizes various online channels and participates in exhibitions to expand its reach.
Data plays a crucial role in GMS Group's marketing strategies. By tracking guest spending habits, including recency, frequency, and monetary value, GMS can tailor marketing campaigns to individual preferences. Its Salesforce CRM provides real-time reports and dashboards that help hotels understand and predict guest behavior, leading to more effective and targeted marketing efforts. GMS also uses advanced AI and machine learning to enhance customer interactions and feedback analysis.
Several clients have experienced remarkable growth after utilizing GMS Group solutions, with some programs recording up to 118 percent increase in membership enrolments within the first 12 months. GMS-managed programs have doubled communication frequency with members and utilized various engagement channels, including social media, local messenger apps, in-app push notifications, and on-web chat boxes.
Other high-profile clients have benefitted from GMS Group's solutions by significantly increased F&B revenue, contributing 50 percent of revenue for the top outlet. Similarly, other hotel clients have seen enhanced guest engagement and revenue growth through tailored loyalty programs.
In conclusion, GMS Group's innovative and comprehensive approach to loyalty programs not only enhances the guest experience but also drives substantial revenue growth for hotels. By leveraging advanced technology, extensive market knowledge, and a commitment to client success, GMS Group can give clients total confidence for all Its F&B loyalty marketing needs in the hospitality industry.
To achieve this, GMS uses its in-house Sales, Marketing, and IT teams. These teams proactively customize and adapt the strategy to drive member enrolments, as well as member visits in all participating food and beverage revenues, in sync with the hotel’s business needs.
GMS Group excels in generating a qualified local guest database through meticulous market research and leveraging its extensive local networks. Sales teams utilize telemarketing and forge partnerships with third-party companies targeting affluent demographics to secure reciprocal agreements and corporate bulk sales. Notable collaborations include partnerships with international airlines and banks like Singapore Airlines, HSBC and UOB. Additionally, GMS utilizes various online channels and participates in exhibitions to expand its reach.
Data plays a crucial role in GMS Group's marketing strategies. By tracking guest spending habits, including recency, frequency, and monetary value, GMS can tailor marketing campaigns to individual preferences. Its Salesforce CRM provides real-time reports and dashboards that help hotels understand and predict guest behavior, leading to more effective and targeted marketing efforts. GMS also uses advanced AI and machine learning to enhance customer interactions and feedback analysis.
High-profile clients have benefitted from GMS Group's solutions by significantly increased F&B revenue, contributing 50 percent of revenue for the top outlet
Other high-profile clients have benefitted from GMS Group's solutions by significantly increased F&B revenue, contributing 50 percent of revenue for the top outlet. Similarly, other hotel clients have seen enhanced guest engagement and revenue growth through tailored loyalty programs.
In conclusion, GMS Group's innovative and comprehensive approach to loyalty programs not only enhances the guest experience but also drives substantial revenue growth for hotels. By leveraging advanced technology, extensive market knowledge, and a commitment to client success, GMS Group can give clients total confidence for all Its F&B loyalty marketing needs in the hospitality industry.
