Scandic Relaunches Loyalty Program with Expanded Tiers

Scandic Hotels Group officially launched its redesigned loyalty program, "Scandic Friends," on August 27, 2024. The overhaul aims to boost member loyalty and provide more personalized digital experiences for its three million members.

The program has been expanded from five to seven membership levels, with each tier offering specific benefits designed to cater to varying guest frequencies. Scandic aims to double its membership base by 2030. In 2023, the loyalty program accounted for approximately 38 percent of the company's total room nights sold.

Developed using insights from member interviews and industry analysis, the new Scandic Friends program focuses on making it easier for members to earn and redeem points, gain access to benefits, and enhance their stays. The company anticipates the revamped program will drive increased member bookings and overall revenue.

"Loyal and returning guests are central to us at Scandic. They drive our growth and create a strong community around our brands," said Jens Mathiesen, President & CEO of Scandic Hotels Group. Chief Commercial Officer Thérèse Cedercreutz added, "This is just the beginning, and I am convinced that our members will appreciate the new features and offerings that we will gradually be adding."