Jumeirah, founded in Dubai and one of the most luxurious and innovative hotels chains in the world, needed a partner to re-develop their loyalty programme, which had become less profitable as their property portfolio grew. 

Our relationship with Jumeirah started in 1998 and had evolved over the years to match their changing objectives and needs. During our relationship, we had provided them with all the offerings within our loyalty agency services - so we were well placed to help them.  

We conducted several programme reviews during our relationship, from programme strategy, data and analytics to general annual programme reviews. One of the key outputs from these was a new marketing calendar and communications strategy that allowed Jumeirah to drive engagement and increase member satisfaction. 

We also looked at earn and burn rates with residences vs. non-residence, and the types of behaviours of different guests to give Jumeirah invaluable insights. The result was a strategic approach to loyalty that conclusively increased Jumeirah’s members satisfaction and engagement.