Festiva unveils benefits for loyalty push
The Adventure Club is a points-based vacation membership program that positions itself as an alternative to timeshares. The club allows members to buy points that can be redeemed for vacation getaways.
“We've been striving to improve our customer service and increase benefits for all of our members,” said Sarah Bader, director of corporate communications for Festiva. “But for those who purchase more points, we want to recognize that they're special and to show them appreciation so they gain more interest in the club.”
Festiva is promoting the benefits through direct mail and e-mail to its member base of nearly 60,000. It manages all marketing in house.
Festiva members began saving points for the program last December. Members who already had more than 8,000 points were entered into the program automatically.
Depending on the resort and their level of membership, loyalty program members can make reservations earlier than others, access e-mailed promotions, get free accommodation upgrades and use early check-in and late check out.
Members have access to 27 resorts in the Midwest, Northeast and Southeast US, as well as the Caribbean. They can redeem points for seven-day periods, which Bader said is the traditional length for timeshares, or for periods of three to four nights.
Consumers can reach three levels of loyalty program membership: the ambassador's level (8,000 to 11,900 annual points), the president's level (12,000 to 14,900 points) and the chairman's level (15,000-plus points).
Users can track their points on a members-only section of Festiva's Web site.