TORONTO — AMResorts kicked off the launch of its AMRewards travel agent loyalty program with festivities at the Amsterdam BrewHouse on Toronto’s waterfront this week, following a stop in Montreal the day before.
The program, two years in the making, was designed using feedback from agents to expand offerings beyond cash bonuses.
In the past, AMResorts offered contests and incentives to agents, but this program is about “getting every single reservation an agent makes recognized,” said Jan LaPointe, senior director of sales and marketing Canada with AMResorts.
Once an agent registers for the program, they receive a reloadable prepaid Visa card for direct credit and easy redemption of rewards. They earn points for every booking, and selected rewards are deposited directly onto the card.
“Within just a few days (of the booking) you’re rewarded the points,” said LaPointe. “It’s very dynamic and it’s going to continue to grow as we add new features every year.”
Since the official launch on Sept. 11, about 4,500 travel agents in North America have already signed up for the program.
While agents can still choose to reward themselves with a cash bonus (based on the number of points they collect), they can also use points for other rewards, such as certificates for complimentary nights at any AMResorts property or client gift vouchers to be used toward perks like spa treatments, romantic dinners for two or champagne breakfast in bed.
“Sometimes an agent doesn’t want cash – they want something they can give their clients so they can close that big sale, so it’s a nice feature to have,” said LaPointe.
Agents can also redeem points for co-branded marketing materials, including a custom point-of-purchase display and co-branded banner displays, which could be used in their storefront or for appearances at trade shows.
The second phase of the program will be launched in 2015, likely to coincide with the relaunch of the Master Agent Education Program, said LaPointe.
Travel agents can access AMRewards directly at amrewards.com.
