F&B is among the key areas of focus when developing loyalty programmes. Some schemes, such as Meydan Hotels’ recently introduced Al Yamamah programme focuses on the operator’s food and beverage opportunity. The two-tiered membership begins at AED 890 (US $242) for Gold members, with an option to upgrade to the Platinum level for a fee of AED 2700 ($735). Meydan is already part of the Global Hotel Alliance’s loyalty programme, but introduced a special one for the local market. “The GHA loyalty programme focuses more on the room component where we offer loyal guests a chance to come and redeem and continue to stay. Al Yamamah is more focused on the F&B element and other activities, and this is mainly focused on GCC and UAE customers to encourage them to dine in our restaurants and use our facilities,” Meydan Hotels head of sales and marketing Thomas Grundner explains. While loyalty programmes focus on different areas of the hotel, most operators use a tiered structure for rewards schemes. Hilton Worldwide’s Weinstein says: “Compared to other guest loyalty programmes, HHonors members enjoy the fastest track to elite status, as well as all of the privileges that come with each of our elite membership tiers. Get the full story at Hotelier Middle East