By Jeremy Khalil on June 29, 2015
KUALA LUMPUR, JUNE 2015 – Berjaya Hotels & Resorts (BHR)’s loyalty programme Elite by BHR, formally known as B.Elite, has been relaunched in efforts to further engage the clientele as it looks to grow its brand presence in Malaysia for the year. The hospitality brand kick-started this relaunch initiative with its inauguration first off for its local property, Berjaya Times Square Hotel, Kuala Lumpur on 24 June 2015 with a comprehensive showcase of its new points system, rewards and redemptions, alongside a special Iftar get together following the exhibition.
Developed as part of BHR’s up and coming LIVE Rewards programme for all its guests with the emphasis on a well-balanced lifestyle and encouraging people to Live In Victory Every-day (LIVE) akin to the group’s brand philosophy, with each letter – L, I, V, E representing a different level of rewards, Elite by BHR is the fourth and most exclusive tier of the 4-pronged series. Slightly differing from the other categories in the LIVE Rewards programme which everyone is eligible for, the Elite by BHR programme is only by invitation, and was exclusively extended to a total of 75 top supporting corporate and government clients of Berjaya Times Square Hotel, Kuala Lumpur during the relaunch.
Essentially as a platform where members can spend and collect redeemable points while experiencing “Room to Relax”, “Meeting Success” and “Leisure Experience” at BHR, the Elite by BHR programme grants the privilege for members to redeem rewards from all BHR’s Malaysian properties in various Accommodation, Dining and Spa categories whilst further extending it for them to redeem rewards from over 70 other merchants and brands under the BCard – an established loyalty marketing arm of the Berjaya Corporation. On top of that, Elite by BHR also entitles members to additional benefits such as special discounts at participating food and beverage or spa outlets at BHR, and exclusive invitations to all Elite by BHR activities, organised on a monthly basis.
“We had an adequate rewards program before this, but we didn’t feel it was robust enough or flexible enough, we just felt like it was time to really go after people and try and get them to come back more often and put a shine on some of the elements that needed it,” explained Abel Nelson Nang, Group Director for BHR’s Corporate Marketing and Communications.
“We’re delighted to bring Elite by BHR back to our loyal customers and thank them for their patience whilst we rejuvenated the programme as our main aim is to provide access to great offers and exclusive money can’t buy opportunities for all our valued customers. Even with the many loyalty programmes offered by other hotel chains out there, we are confident that Elite by BHR is one of a kind gig which our members can truly enjoy and appreciate,” he added.
Going back to the hospitality brand’s core principles, Elite by BHR was established as a unique, modernised loyalty programme which would re-establish BHR as an innovator in the industry and provide real engagement opportunities for its esteemed clients. This was all showcased in the relaunch event in an exhibition gallery setup which told a story of epicurean delights, lavish holidays and rewarding journeys the group could offer, which could all be achieved with a simple swipe.
“With the programme’s recent relaunch for Berjaya Times Square Hotel, Kuala Lumpur, we passionately provided our guests with an avenue to experience what they could redeem and enjoy. In a way, it also demonstrated the value of our loyalty programme in hopes that it could be a way to prompt our Elite by BHR members to spend more and more often with us. My hope is to expand this programme to a few more of our Malaysian hotels with strong corporate base in the near future, which include Berjaya Waterfront Hotel in Johor Bahru and Georgetown City Hotel in Penang,” concluded Abel.
Among the sponsors of the relaunch event were various media partners of BHR – Gaya Travel, The Peak, Her World, Glam, Men’s Health, Women’s Health; and Malaysia’s very own pop sensation – Dato’ Siti Nurhaliza who sponsored each of the Elite by BHR members one of her top selling skincare products – New Age+ by SimpliSiti.