Taj Hotels announces enhanced loyalty programme

Tata Group's hospitality chain Taj Hotels Resorts and Palaces has announced a 'Taj InnerCircle' loyalty programme which will be applicable across all brands globally with additional features and enhancements.

"No blackout dates, easy redemption process with opportunities ranging from accommodation, restaurants, spas and no expiry of points for active members are the basic principles of the new Taj InnerCircle," the company said in a statement.

Commenting on the development, Taj Hotels Resorts & Palaces Chief Revenue Officer Chinmai Sharma told PTI: "On one hand the new loyalty programme gives us opportunity to reward our loyal guests and on the other it makes sound economic sense."

The cost of retaining a loyal member is always less than acquiring a new customer, he added.

"The reborn programme now also gives the option to members to give back to society by contributing towards altruistic initiatives by donating points," the hospitality chain said.

The members can donate their points to NGOs working in the field of health and nutrition for under-privileged children, it said.

"Taj InnerCircle has empanelled NGOs involved in this realm with a view to meaningfully assist... Taj, through the TIC programme, will also match member contributions made towards this noble cause in the first month," Taj Hotels Resorts and Palaces said.

Taj Hotels Resorts and Palaces currently has 96 hotels in 53 locations across India and 16 hotels overseas in Maldives, Malaysia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East.