Technology Finally Convinced Mandarin Oriental to Launch a Loyalty Program
Photo Credit: The Mandarin Oriental, London. The luxury hotel chain, with 31 properties around the world, recently debuted its first loyalty program. Mandarin Oriental Hotel Group
Skift Take
Can luxury brands like Mandarin Oriental, Four Seasons, and others convince consumers that you don't need the lure of points or free nights to be loyal?
Even though it seems like today's consumers are inundated with an overwhelming number of travel loyalty programs, some brands have resisted offering their own programs.
For 55 years, Mandarin Oriental Hotel Group was one of those brands — until very recently.
In late February, news leaked about the company's first loyalty program, Fans of M.O.
When asked why Mandarin Oriental finally felt compelled to launch a loyalty program, Kendall Dunn, director of guest engagement for Mandarin Oriental, told Skift that technology was a "big factor."
"There have been so many advancements in technology, and the capabilities are out there to collect guest data and do something with it so our colleagues have an easier time anticipating those needs and delivering that information to deliver that exceptional guest experience," Dunn said.
Unlike most other hotel loyalty programs, however, Fans of M.O. distinctively has no points and does not offer guests the ability to earn free nights.
