Business of Loyalty: West Elm Hotels Program Will Tie Into Williams-Sonoma Brands
Photo Credit: A promotional image of a room from West Elm Hotels. Details on West Elm Hotels' loyalty program are finally starting to come together. West Elm Hotels
Skift Take
When it finally launches, West Elm Hotels' loyalty program may feature some keen integration with the Williams-Sonoma network at large. It's a smart business tie-up that could eventually end in other brands.
Details on West Elm Hotels' loyalty program are finally starting to come together as the hotel chain prepares for launch next year.
The news came from David Bowd, one of the three founders behind DDK hotels, the group that is under contract to ultimately manage the West Elm chain. In an interview with Barbara Bohn in Hotels magazine, Bowd revealed that Williams-Sonoma, the parent company of West Elm, plans to establish a cross-network loyalty scheme.
"Williams-Sonoma is launching their loyalty program later this year. And when the hotels launch, they will be part of that loyalty program… It will be inclusive within the entire Williams-Sonoma loyalty base.
"What I think is very exciting and interesting is the ability to stay in a hotel and use those rewards towards a home good or a mixer in Williams-Sonoma, or a sofa in West Elm. It will be something that’s not out there right now because of the nature of the retail space of Williams-Sonoma."
It's not exactly clear what
