Park Hotel Group unveils loyalty programme for hotel guests and diners

Grand Park City Hall in Singapore

Singapore-based Park Hotel Group is extending its Park Rewards loyalty programme to guests and dining patrons, touting many ways to earn, no expiry of points, and no blackout dates.

Members earn points, named PARK$, on every qualified spend when they dine, stay or book at participating hotels, restaurants and bars.

Grand Park City Hall in Singapore

Members will soon also be able to earn PARK$ when they refer friends and family to Park Rewards and when they review any participating restaurant or bar.

As long as members keep their account active by earning or redeeming every 12 months, PARK$ will not expire, the group shared in a statement.

Members have more choices to use their PARK$ to redeem rewards, which are offered through collaborations with retail, entertainment and lifestyle partners of the group.

Moreover, redemption for Park Hotel Group e-vouchers are instant and with no blackout dates, so members can book their rooms and use these e-vouchers even during peak travel dates and holiday seasons subject to availability.

“Our customers have been requesting for a loyalty programme for a while now. We wanted to make sure that if we had one, we would avoid all the pet peeves that come with most of the programmes out there. Park Rewards had to be simple to understand, convenient for the customer and engaging. With instant ‘earn and burn’ feature, members staying or dining with us can redeem and use their vouchers any time before the bill is settled. Doing without lengthy lead times and blackout dates will provide our members the freedom of being spontaneous,” commented Shin Hui Tan, executive director, Park Hotel Group.

Park Rewards offers one-tier corporate membership and three-tier lifestyle membership. Members who have both lifestyle and corporate memberships need to manage only one account, and can earn and accumulate PARK$ under a single account.

In the lifestyle category, Member is the entry level tier, followed by Insider, the second tier, and Ambassador the topmost tier. To qualify for a status upgrade, members have to meet the minimum qualified stay or spend criteria at participating hotels, restaurants or bars.

Members with higher statuses enjoy up to three times the earn rate on qualified spend as the basic Member alongside other perks including priority room upgrade, priority late check-out, as well as complimentary daily mini bar.

While lifestyle membership is open to all, eligibility criteria apply for corporate membership, although qualifying details were not made known in the group’s announcement.

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