GGB is committed to providing updated news and analysis on our weekly news site, GGBNews.com.

Universal Loyalty

PRODUCT: eLoyalty • MANUFCTURER: Cendyn

Universal Loyalty

Cendyn’s loyalty platform, eLoyalty, unlocks new and lucrative revenue streams through guest food and beverage spend.

A successful loyalty program looks at all aspects of guest activity and should reveal and expand hotel revenue streams while increasing occupancy, rates, and RevPAR. It also recognizes that not all loyal guests are of equal value.

A guest who stays frequently but does not spend much on ancillary services may be less valuable than a guest who doesn’t stay often but has a high ancillary spend. Additionally, a local guest may not stay overnight but spend significantly on gaming, dining and alcohol. While their lifetime value and spend varies widely, these are all loyal guests and should be included in your loyalty program.

Cendyn’s eLoyalty enables hotels and casinos to deliver a seamless loyalty engagement experience by including their food and beverage outlets as guest touchpoints in their loyalty program. Loyal guests can receive credit towards their loyalty membership status from all food and beverage purchases without having to stay on property and/or place charges on a guest folio. This presents a new way to reward and engage with your loyal, local guests enjoying your restaurant at their favorite hotel for a night out.

eLoyalty admins can easily enable and configure non-stay rules for their loyalty program, including the number of points earned on a specified amount of revenue, which member levels or tiers are eligible, and the minimum spend required, among other parameters. Here are a few ways operators can leverage eLoyalty’s latest enhancements:

  • Increase loyalty membership enrollments by incentivizing in-house and local guests with a memorable drink or dine-in experience. Allow them to accrue points from their food and beverage spend that goes toward their membership status.
  • Expand your local/drive-in market by advertising and promoting your restaurant rewards and staycation packages. Allow locals to accrue points or rewards towards their loyalty membership with every on-property experience. Guests would no longer need to charge their food and beverage to their guest folio to receive credit.
  • Help drive more direct bookings with offers incorporating food and beverage incentives on the casino’s website. Tying these offers to the loyalty program will encourage website visitors to engage even more with the casino’s brand and services before they book.

By integrating food and beverage spend, hotels can now build deeper relationships with guests and evolve their loyalty program to create a seamless on-property experience.

For more information, visit Cendyn.com.

    Related Articles

  • RG Education

    PRODUCT: RG24seven • MANUFACTURER: BMM Innovation Group

  • Development Help

    PRODUCT: Product Development Solutions • CONSULTANT: DiMonte Group

  • Seamless Solution

    PRODUCT: VIP Preferred • MANUFACTURER: Pavilion Payments

  • Redefining Efficiency

    PRODUCT: QCI Enterprise Platform • MANUFACTURER: Quick Custom Intelligence

  • Fast Capital

    PRODUCT: Deposit+ • MANUFACTURER: Sightline Payments

    Recent Feature Articles

  • The King of London

    British casinos took a giant leap forward when Simon Thomas and his father Jimmy took over the fabled Hippodrome theater in London and created a casino for the new world

  • Finally Florida

    With the U.S. Supreme Court denying an injunction, Florida was added to the list of states that have legalized sports betting with a monopoly for the Seminole tribe

  • Less Is More

    How to solve the staffing conundrum

  • Thunder Down Under

    Is the Australian gaming market primed for a resurgence?

  • Cashless Connections

    As several cashless payment solutions compete and, in many cases, partner, the path to cash-free gaming accelerates