How Hotel Groups and Individual Hotels Grow with Profitroom Loyalty

Author: Aleksandra Klimek

Date: Feb. 21, 2025

Blog Type: Success Stories

Driving Direct Bookings & Guest Loyalty with Profitroom

Leading hospitality brands are leveraging Profitroom’s Loyalty to boost direct bookings, enhance guest retention, and drive revenue growth.

By integrating tailored loyalty programmes and personalised offers, hotels are seeing a significant rise in repeat business, increased membership engagement, and a stronger share of direct online sales.

From Premier Hotels & Resorts achieving a 125% increase in online direct bookings within three months to 76% of all bookings at First Group now coming from loyalty members, these success stories highlight the transformative impact of a well-executed guest loyalty strategy.

Explore how these industry leaders are maximising profitability and guest satisfaction through innovative digital solutions.

First Group: Loyalty-Driven Growth

First Group boasts an extensive portfolio of properties in South Africa, ranging from luxury hotels to scenic chalets across various landscapes. They offer a blend of adventure and relaxation with amenities like spas, golf, and unique dining experiences. With decades of experience, their commitment lies in providing personalized holiday experiences, ensuring each guest leaves with memorable moments from their stay in locations spanning from the lush KwaZulu-Natal coast to the majestic Western Cape.

Through their successful loyalty program, 76% of all bookings now come from loyalty members, demonstrating strong guest engagement. Over the past year, they have achieved a 107% increase in new members, with a total of 24,181 new loyalty members joining in just 12 months. Additionally, their direct online booking share has grown by 83% within a year, reinforcing the effectiveness of their digital strategy and customer loyalty initiatives.

76%

of bookers join Loyalty

107%

increase in new members

24181

new members in 12 months

83%

increase in direct online share in 12 months

Gooderson Leisure: Boosting Sales with Loyalty

Gooderson Leisure is a leading hotel group in South Africa, offering luxury hotels and scenic chalets in stunning locations. Focused on personalised experiences, they combine adventure and relaxation with top-tier amenities, including spas, golf, and fine dining.

Their Loyalty programme has transformed guest engagement. With 66.5% of all sales generated via personalised offers, Gooderson Leisure values direct bookings. Since launching their Loyalty programme, 94% of bookings made via these offers have been linked to Loyalty members.

In just 10 months since launching the programme, 6,500 new members have joined, reinforcing Gooderson Leisure’s commitment to guest satisfaction and repeat business.

66.5%

of sales made via personalised offers

94%

bookings via personalised offers linked to Loyalty members

6500

new members in 10 months

Premier Hotels & Resorts: Loyalty Driving Growth in Just 3 Months

Rewards-Premier-Hotels-Resorts-02-20-2025_10_41_AM

Premier Hotels & Resorts is a leading South African hospitality group, offering upscale hotels, resorts, and conference facilities across key locations. Known for blending comfort, luxury, and business-friendly amenities, the brand caters to both leisure and corporate travellers. With properties in major cities and scenic destinations, Premier Hotels delivers high-quality accommodation, dining, and event spaces with warm hospitality and excellent service.

The implementation of Profitroom Loyalty has had a significant impact, driving a 125% increase in online direct booking share and boosting loyalty engagement, with 78.8% of all bookings now made by loyalty members. The programme has also led to a 35% rise in new members, with an impressive 6,065 new sign-ups in just three months.

125%

increase in online direct share

78.8%

of all bookings are Loyalty members

6065

new members in 3 months

Hotel Internacional: Independent Hotel Boosting Direct Bookings with Loyalty

2. Hotel-Internacional-Benidorm-Web-Oficial-Reserva-al-Mejor-Precio-Hotel-Internacional-02-20-2025_10_49_AM

Hotel Internacional in Benidorm, Spain, enjoys a prime location near Levante Beach, combining Mediterranean charm with personalised service. By making smart use of its loyalty programme, the hotel has strengthened guest recognition and retention.

Loyalty now accounts for 47% of all bookings, with 195 new members in six months, highlighting the programme’s growing appeal. Direct online revenue has increased by 34%, while 54% of bookings come via Profitroom's personalised offers, demonstrating the power of personalised engagement.

Through digital innovation and a guest-focused approach, Hotel Internacional turns visitors into loyal customers, enhancing both satisfaction and revenue.