Scandic Hotels is rolling out a completely reimagined loyalty program, designed to deepen customer connections and offer more personalised experiences. The company’s existing program, Scandic Friends, which holds the title of the largest loyalty program in the Nordic hotel industry with 3 million members, has been rebuilt from the ground up. With this transformation, Scandic aims to double its membership by 2030, positioning the new Scandic Friends as a key driver of member loyalty and revenue growth.
The newly revamped Scandic Friends introduces a modern structure and design, expanding from five to seven membership levels, each offering a curated set of benefits tailored to meet the diverse needs of guests, whether they stay frequently or occasionally. The program has been carefully redesigned to make it easier for members to earn and use points, move up membership tiers, and access new opportunities to enhance their stays through add-on services like room upgrades or pre-ordered refreshments.
“Loyal and returning guests are at the heart of Scandic. They fuel our growth and foster a strong, stable community around our brand,” said Jens Mathiesen, President & CEO of Scandic Hotels Group. “With this new program, we’ve created a solid platform that will elevate the member experience. We’ve also set the stage for future developments, including exciting new partnerships, which will encourage guests to continue choosing Scandic for their hotel stays.”
The updated loyalty program is the result of extensive research, including in-depth interviews with both current and potential members, as well as a comprehensive study of the travel industry and other sectors. Using these insights, along with Scandic’s own customer data, the new Scandic Friends has been crafted to deliver a more personalised membership experience. The goal is to increase member interaction, incentives, and long-term engagement with the Scandic brand.
“From the very beginning, our focus has been on creating a guest-centric loyalty program that maximises every member interaction,” said Thérèse Cedercreutz, Chief Commercial Officer at Scandic Hotels Group. “We’ve heavily invested in digital tools to build an ecosystem that can evolve over time. This launch is just the start, and I’m confident our members will love the new features and benefits we’ll be rolling out.”
The new Scandic Friends program will officially launch on August 27, 2024. In the days leading up to the launch, current members will be gradually transitioned into the updated program. This marks the beginning of a new era for Scandic’s loyalty initiatives, with additional features and personalised offerings set to be introduced in the future.
New Scandic Friends Membership Levels:
New Friend: 0 points
Good Friend: 5,000 points
Close Friend: 10,000 points
Dear Friend: 25,000 points
Loyal Friend: 100,000 points
True Friend: 250,000 points
Best Friend: 400,000 points or 100 nights
As Scandic ushers in this next generation of loyalty programs, the company is poised to create even stronger bonds with its guests, driving both loyalty and growth in the years to come.
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