Scandic relaunches loyalty program with expanded tiers

Scandic Hotels Group introduced its newly redesigned Scandic Friends loyalty program on August 27, 2024. The overhaul aims to strengthen the company's commercial guest offerings, increase member loyalty, and create more relevant experiences by rebuilding the program from the ground up.

Scandic Friends is already the largest loyalty program in the Nordic hotel industry, with three million members. In 2023, the program accounted for approximately 38% of total nights sold. Scandic aims to double its membership by 2030, with the new program expected to drive both member bookings and overall revenue.

The revamped program features an expanded structure with seven membership levels, up from five. Each level offers specifically curated benefits and offers tailored to guest needs. The program has improved how members earn and use points, with enhanced opportunities for stay upgrades and additional services.

Jens Mathiesen, President & CEO of Scandic Hotels Group, stated that loyal, returning guests are crucial for growth and building a strong brand community. He indicated that the new program provides a solid foundation for future development and new partnerships designed to foster long-term relationships and incentivize future bookings.

Development of the new program incorporated insights from in-depth interviews with members and analysis of the travel and other industries. Scandic's customer data was used to create a more customized and personal experience intended to increase member interaction and engagement over time. Further features and benefits are planned for future additions.