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Small Luxury Hotels has announced a new loyalty programme, SLH Club, along with an app and digital magazine.
SLH Club (Small Luxury Hotel) launched earlier this week. The new app and magazine, Swoon, are due to be released on 24 October. An exclusive print edition of the magazine will be available in November in select SLH hotels and sent to loyalty programme members in the top tier.
The new scheme replaces the brand’s previous loyalty programme, INVITED. As before, it has a three-tiered structure, with members climbing the ladder based on the number of nights they stay in SLH properties.
Upon enrolling into the scheme, new members are automatically entered into the lowest level, Club 01. Existing INVITED members will maintain their current level in the new tier system, keeping the same rules for nights at each level as the previous model. Members who stay zero to three nights in an SLH property are part of Club 01. As with the previous programme, these members are entitled to flexible check-in and check-out, complimentary Wi-Fi, and the preferential Club Rate. For its new programme, SLH has partnered with TreeNation and will plant two trees for every night booked.
Members enter Club 02 after staying four nights in an SLH property. In addition to the Club 01 benefits, and as with the INVITED scheme, members in the mid-level tier get complimentary continental breakfast and room upgrades. With the new membership programme, Club 02 members have priority access to the SLH flash sale bonus rate (through the app), bespoke experiences, and exclusive partner offers.
In the highest tier, Club 03, members who have stayed with SLH for 13 or more nights will receive US$300 reward night vouchers and invites to exclusive SLH events.
New benefits introduced with SLH Club include the chance to win complimentary nights at SLH hotels and access to copies of SLH’s print magazine, Swoon. (These are in addition to the benefits available at the first and second tiers.)
Richard Hyde, chief operating officer at SLH, said, “This is just the beginning of the SLH Club journey—our small yet powerful benefits-driven programme will only get better in 2025, supported by our cutting-edge app and inspiring magazine, igniting the wanderlust with our loyal fanbase.”
The new app, available on both Apple and Android devices, allows users to make reservations and holds information about users’ loyalty memberships, a downloadable membership card, and a log of previous hotel bookings. It will also feature an integrated route guide advising you on travelling to SLH hotels.
Swoon will offer readers travel inspiration and cover travel trends. New content will be released online throughout the year. However, a print version of the magazine will only be published annually.
