Revitalizing Loyalty for Enhanced Customer Engagement

Grupo Posadas managed three separate loyalty programs—Fiesta Rewards, Apreciare, and Motiva—each targeting a different customer segment. However, the programs operated independently, creating challenges in synchronizing loyalty offerings and meeting customer expectations.

Guests faced difficulties navigating the website, booking hotel rooms, and using loyalty points, resulting in friction that impacted user engagement and retention. To address these issues, Grupo Posadas needed to streamline and enhance the customer experience, provide greater flexibility for internal teams, and eliminate inefficiencies caused by multiple teams working on separate loyalty solutions. The goal was to create a seamless experience that would encourage guests to book directly on the site, rather than on competing travel platforms.

To optimize Grupo Posadas' loyalty programs, we started with a detailed analysis of their existing systems, identifying key pain points through user testing and competitor benchmarking. This research highlighted opportunities to simplify the booking process and enhance the overall rewards experience, laying the groundwork for a unified platform. The goal was to increase reservations, boost registration rates, and empower the marketing team with more control over the loyalty programs without relying on developers.

The team selected a new CMS, which would streamline content management, and planned to integrate a search engine for quicker product consultations to achieve these goals. Customer experience improvements, like adding Single Sign-On (SSO) across all three loyalty programs, were also identified as ways to create a seamless, unified experience for customers. Once complete, this new setup would support multi-language functionality (Spanish and English) and personalized promotions, allowing for efficient point redemption and product purchases from a single platform.

With the plan in place, the team set out to create a unified digital experience for the rewards program, consolidating all three loyalty programs into a cohesive platform. Moving all three under the same Fiesta Rewards umbrella allowed Grupo Posadas to streamline both reservations and product purchases, as well as deliver an intuitive, visually appealing interface for customers.

In addition to unifying the loyalty programs, the team introduced new features, such as the ability for non-members to book reservations, multi-room bookings with varied payment methods, and the option to reserve additional services like wine tastings and spa appointments, ensuring customers are able to get what they want, when they want it. Further enhancements like location-based hotel searches and alternative date suggestions removed road-blocks to conversion, and an integrated search engine simplified product redemption, improving the shopping cart experience and supporting user-specific discounts and payments.

The team also implemented a new CMS, providing the Grupo Posadas marketing team with a new level of autonomy. They now have the ability to manage content, create personalized promotions, and promote new services and benefits— without relying on IT support.

As part of the transition, Grupo Posadas migrated to a new SSO technology, which strengthened site security to prevent fraud while making it easier for customers to access their accounts. The "Wallet Fiesta Rewards" site was also launched, which offers centralized access to all memberships and personalized content management in both Spanish and English through the CMS. Through this unified system, customers can now manage multiple loyalty accounts with a single login, view tailored promotions, and seamlessly transition between programs.

The redesigned Fiesta Rewards site has set a new standard for Grupo Posadas' loyalty program, resulting in improved customer satisfaction, increased engagement, and higher reservation and registration rates.

Moving forward, Grupo Posadas is poised to continue evolving the platform, leveraging data insights to further enhance user experience and foster deeper loyalty among its customers.