Hospitality Marketing Concepts (HMC) is a leading provider of loyalty marketing programs and database management for hotels. HMC partners with over 1,250 hotels in 62 countries to develop customized loyalty programs that drive revenue. HMC's full-service approach includes database development, CRM technology, IT services, member communications, and after-sales support. On average, HMC's partner hotels see a 35-60% increase in F&B revenue and a 20-35% increase in F&B profits through acquiring and engaging repeat local customers.

1. Introduction & Company Profile
Hospitality Marketing Concepts (HMC) is the world’s leading provider of loyalty
marketing programmes and outsourced database management for premium hotel
organizations. Our core competencies are the creation, implementation, management
and marketing of custom-made programmes designed to drive incremental revenue
and profits into each partner hotel.
HMC provides a full turnkey solution that begins at project inception
and continues through the lifetime of the loyalty programme.
• HMC currently partners with more than 1,250 hotels in 62 countries providing a
variety of loyalty products and services, including database development, state-of-theart CRM technology and extensive IT services
• Clients include world renowned hotel brands such as InterContinental, Four Seasons,
Shangri-La, Mövenpick and Hilton International as well several smaller brands and
many iconic independent hotels
• HMC provides a full turnkey approach with acquisition, activation and engagement of
a highly-qualified member database
What We Do
HMC’s objective is to help hotels reach their full potential and increase bottom-line
profits, through the recruitment, retention and engagement of new repeat customers
combined with complementary strategies such as room-booking channel shifting. HMC
partner hotels typically show an increase of 35-60% in F&B revenue, a 20-35% increase
in F&B profits and a substantial increase in rooms revenue.
With no cost or investment from hotels, HMC delivers:
• New business from local and regional markets by establishing a base of frequent, loyal
guests
• Incremental revenue for rooms and F&B outlets through repeat business and increased
frequency of spend
• State-of-the-art Tracking and CRM technology to enhance visibility and member loyalty
• A strong brand message that promotes the hotel and highlights its facilities
• Targeted and co-branded member communications that span each member’s unique
membership lifecycle
• Increased customer satisfaction through after-sales service and member support
We achieve our objectives by targeting:
• Small to mid-size business owners and professionals with high disposable incomes
• Frequent diners and entertainers who, together as a group, produce significant
restaurant covers, room nights and Meetings & Conference business
Why a Membership Loyalty
Program with HMC
• Loyalty programs are a proven, timeless model
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• They have an enormous impact on F&B and rooms revenue
• HMC’s programs create a local database of frequent loyal users who provide
substantial increases in all hotel revenue areas and often become the
largest single source of revenue for the hotel generating between $350K to
$10 million in annual revenue
• Hotels are experts at running hotels while HMC are experts at running
loyalty programs
• Hotels have limited human and financial resources to focus on the local
SME market; outsourcing allows them to concentrate on what they do best
• Hotels traditionally only focus on 20% of the corporate business that make
up 80% of the business; whereas, HMC’s outsourced loyalty programs tap
into the local SME and professionals market as well

2. Benefits of partnering with hmc
Loyalty Expertise
We know loyalty. It’s in our DNA. We are more than exceptional outsource
partners. We are highly skilled loyalty experts who will provide ongoing
innovation, programme support and thought leadership. Your hotel’s
loyalty programme will be operated, optimized and managed by a team of
experienced loyalty professionals.
Hotel Loyalty Marketing Programmes
are Our Only Business
Over the past 25 years, we have continually reinvested in our company and
in our people with constant training and continuing education. Our growth
has been facilitated by the recruitment, development and promotion of
local personnel, who understand the local culture, speak the local language
and are supported by a local team of operations managers, marketing staff,
IT and finance teams.
Full Turnkey Approach
HMC is the only vendor in the market today who can facilitate the needs of a
profitable operation based on a completely turnkey principle, with a range
of facilities and services all designed for the ongoing revenue and profit
generation to partner hotels.
A Proven Loyalty Platform
HMC has a mature and proven loyalty programme platform, which can be
customized to meet all of your hotel’s requirements – spanning IT systems,
hotel training, member enrollment, fulfillment of membership packs and
member engagement via CRM.
Though very powerful, HMC’s loyalty platform is also extremely flexible, and
can be tailored exclusively to your unique business needs.
Global Infrastructure
HMC has extensive experience, offices, and resources in all of the world’s
major markets. HMC manages hotel membership loyalty programmes
comprised of over 650,000 members for more than 1,000 hotels in 62
countries, while its VOILÀ Hotel Rewards programme has nearly 300 hotels
participating globally in 42 countries.
VOILÀ Hotel Rewards
(www.voilahotels.com)
is the world’s number
one loyalty program that
unites a network of
more than 250 four- and five-star
independent hotels and luxury brands.
VOILÀ’s points-based frequency guest
program provides recognition benefits
and room redemption opportunities at
participating network hotels. Optionally,
the VOILÀ platform may be white-labeled
to provide a world-class points-based
loyalty platform for any hotel brand.
Significant Partnership Experience
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HMC has many years of successfully deriving value for our hotel clients
by establishing partnerships with well-known elite global clients such as
American Express, HSBC, Maybank, Ambank, ABN AMRO Bank, Standard
Chartered Bank, Metro Bank, Visa, MasterCard, Avis, Delta SkyMiles, Flying
Blue – Air France/KLM, and US Airways.
Full-Service Marketing Partner
HMC is a full-service hotel marketing provider. We have the capability to
manage your loyalty programme and address any future needs for paid
points-based loyalty programmes, booker’s clubs, meetings and incentive
programmes, or other hybrid-rooms and F&B membership loyalty models.
A Selection of HMC’s Current Clients
A selection of HMC’s clients includes Hilton Hotels, InterContinental Hotels,
Radisson Hotels, Mövenpick Hotels, Fairmont Hotels, Shangri-La Hotels, Mandarin
Oriental Hotels, Husa Hoteles, Tivoli Hotels, Hotéis Deville, Amari Hotels and
Swissôtel Hotels. More information about HMC may be found on the company’s
website www.HMCloyalty.com.