How We Transformed Our Loyalty Program to Delight Our Guests Now and Maximize Revenue

How We Transformed Our Loyalty Program to Delight Our Guests Now and Maximize Revenue - Josh Belkin, Omni Hotels & Resorts

Show Notes
Guest Profile

This episode is sponsored by Sojern - the #1 marketing platform for hospitality

Loyalty is the foundation for growing a thriving and profitable hospitality business. In this episode, you'll learn how Josh Belkin, Vice President of Loyalty & Consumer Engagement at Omni Hotels & Resorts, transformed their loyalty program to delight their guests and unlock opportunities for growth.

In the updated program, status is simply earned based on a guest’s annual spend on rooms, dining, golf, spa, retail and more. There are 4 tiers in the program. Guests start as a “Member” and then graduate to “Insider” Status with just $1,000 of spend. Champion Status is achieved at $4,000, and top-level Icon Status at $8,000 of annual spend. Increased status levels unlock additional benefits and rewards.

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This episode is brought to you with support from Sojern. I teamed up with Sojern to study how hoteliers use data to drive revenue and build stronger guest relationships. You can see what we found in this research report: How Hotel Brands Are Using First-Party Data to Drive Revenue & Build Stronger Relationships.

Music by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands

Josh Belkin

VP of Loyalty and Consumer Engagement at Omni Hotels & Resorts

Josh Belkin is Vice President, Loyalty & Customer Engagement at Omni Hotels & Resorts. He is responsible for the Select Guest Loyalty Program, including the member experience, communications and engagement. He led the 2024 relaunch of Select Guest, which pivoted the program to recognize and reward guests holistically for all the experiences they have on-property. A native of the Washington, DC area, Josh has a long-standing passion for the travel industry, both personally and professionally.

Previously, he served in a variety of executive roles at Expedia Group, including as Vice President of Global Loyalty, Vice President of Global Brand for Hotels.com, and General Manager of Hotels.com North America. In these roles, Josh led global teams who developed new product offerings that addressed customer pain points, executed marketing campaigns to communicate a differentiated value proposition in a highly competitive category, and drove increased customer engagement and stickiness.

During his 10-year tenure at Expedia Group and their Hotels.com brand, Josh oversaw merchandising, brand strategy, sponsorships, co-brand credit card, member insights, public relations, social media, and brand advertising, including the award-winning Captain Obvious campaign. In addition, Josh was responsible for growing the Expedia Rewards and Hotels.com Rewards programs, as well as shaping the new Expedia Group-wide loyalty program. He also led the development and launch of Expedia's Member Only Deals program and the Hotels.com Gift Card business.

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