Think about the last time you stayed at a hotel that made you feel truly special. You know that warm feeling when someone remembers your name, your favorite room type, or even your morning coffee preference? That’s exactly what Omni Hotels & Resorts has mastered with their Omni Select Guest loyalty program, and friend, they’ve turned it into an absolute science of customer retention, much like how HappyRewards.io empowers businesses to create seamless, personalized reward experiences for their customers.

In today’s competitive hospitality industry, where every hotel chain is fighting for your attention, brand loyalty has become the ultimate game-changer. But here’s the thing—Omni isn’t just riding this wave; they’re creating their own tsunami of loyal guests through what I’d call brilliantly designed loyalty marketing strategies.

Whether you’re a business owner looking to understand how successful membership programs work, or someone curious about the mechanics behind customer lifetime value (CLV) in the hotel world, you’re in for a treat.

We’re going to break down exactly how Omni’s Select Guest program transformed from a traditional points-based system into a powerhouse of customer engagement, repeat purchase behavior, and impressive churn reduction. And trust me, there are some seriously valuable lessons here that any business can apply to their own retention strategy.

The Omni Select Guest Program: More Than Just Points

Before we get into the nitty-gritty of how Omni attracts guests, let me paint you a picture of what the Omni Select Guest program actually is.

Think of it as your VIP pass to luxury accommodations where you’re not just another room number—you’re family.

Brief about Omni’s Loyalty Program

Omni’s enhanced loyalty program was officially relaunched in early 2024, recognizing members for their entire stay and rewarding guests for all experiences enjoyed at the property, including dining, golf, and spa treatments, making it more accessible than ever to unlock elevated status and earn free nights.

This is huge because, unlike traditional hotel rewards programs that only count your room nights, Omni said, “Hey, let’s reward you for actually living your best life at our properties!”

How Omni Hotels & Resorts Operates Its Guest Reward Program?

The program operates with a tiered loyalty structure featuring four distinct membership tiers:

• Member
• Insider
• Champion
• Icon Status

Each level comes packed with increasingly better tier benefits, creating what I call the “climb-and-be-rewarded” model.

New members can join for free and immediately start earning Omni Credits—their version of reward points—but here’s where it gets interesting.

Uniqueness of Omni’s Loyalty Program

Unlike other loyalty programs, attaining higher status levels is possible even after just one stay, with Insider Status requiring just $1,000 in spending per year, making it attainable after a weekend stay, while guests can unlock upper-level Champion or Icon Status after just a few stays compared to 50+ nights typically required in competitor programs. This faster path to elite status is a masterclass in gamification and incentive program design.

The currency of the program—Omni Credits—works differently from typical point systems too. Members earn five Omni credits per night and one Omni credit per $100 spent on hotel expenses beyond the room rate, with 100 Omni credits required to receive a free night.

Simple math, clear redemption options, and no confusing redemption rate calculations that leave you scratching your head.

The Four-Tier Structure: Building Brand Affinity Step by Step

Let’s break down each loyalty status tier because understanding this structure is crucial to appreciating how Omni creates customer satisfaction and drives frequency of purchase.

Omni Select Guest Tiers Overview

Member Tier

When you first join Select Guest, you automatically become a Member. Right off the bat, you get complimentary Wi-Fi, free bottled water, a welcome amenity in the form of a welcome drink, and access to on-property Loyalty Ambassadors. These ambassadors aren’t just staff members—they’re your personal concierges who help personalize your hotel stay from check-in to check-out.

This base tier already offers more than many hotel membership programs provide at their entry level. It’s Omni’s way of saying, “We value you from day one,” which is essential for building brand trust and encouraging that crucial first repeat purchase.

Insider Tier

To reach Insider status, you need to spend at least $1,000 Tier Dollars in a calendar year, which includes room rate, food and beverage purchases, spa treatments, golf charges, and more, earning you Member-level benefits plus additional perks like daily beverages.

For many travelers, especially those planning a weekend getaway or family travel experience, this threshold is totally achievable. You get all the Member benefits plus daily beverages on the house and access to exclusive perks. It’s that perfect middle ground that makes guests feel special without requiring a huge commitment.

Champion Tier

Now we’re talking serious VIP benefits. Champion level requires earning between $4,000 and $7,999 Tier Dollars in one calendar year. Members earn 10 Omni Credits for qualifying nights and receive all Insider-level benefits, plus:

• Daily beverage room delivery
• Four items pressed or four shoeshines per stay
• A local market amenity on arrival
• Free room upgrades (when available)
• Early check-in at 1 p.m. with late check-out at 3 p.m.

This is where the premium amenities really kick in. The early check-in and late check-out options alone are worth their weight in gold for business travel professionals who need flexibility. Add in the pressing service, shoe shine, and guaranteed room upgrades (when available), and you’ve got a compelling value proposition that drives customer centricity.

Icon Tier

Icon status requires earning $8,000 or more Tier Dollars each year, unlocking all Champion-level benefits plus:

• 9 a.m. check-in and 6 p.m. checkout
• Premium Wi-Fi access
• A chef-inspired amenity and choice of beverage upon arrival
• Unlimited complimentary clothing pressings and shoeshines
• Evening housekeeping service
• The ability to give Champion status to one person
• Complimentary room upgrades at check-in and free suite upgrades when using reward stays
• Earning 10 Omni Credits per qualifying night and two Omni Credits for every $100 of purchases made (excluding the room rate)

The evening turndown service, suite upgrades, and that incredibly generous ability to gift Champion status to someone? That’s not just a loyalty program—that’s brand evangelism at work. Icon members become brand advocates who actively promote Omni to their network.

How Omni’s Spend-Based Model Drives Customer Retention?

Here’s where Omni really shows its innovation in retention strategy. Most traditional hotel loyalty programs focus solely on nights stayed. But Omni flipped the script with their spend-based model, and the results speak for themselves.

Select Guest Status is determined by a guest’s Tier Dollars cumulatively earned within a calendar year. This includes charges on:

• Room rate
• Food and beverage
• Spa
• Golf
• Retail
• Recreation
• And more—as long as it is charged to the room

This approach completely changes the customer journey and creates multiple touchpoints for earning status.

From a Customer Engagement Perspective

Instead of just sleeping in the room, guests are now incentivized to:

• Book that spa treatment
• Enjoy dinner at the hotel restaurant
• Hit the golf course

Each experience becomes part of their journey toward better tier benefits, creating what marketers call behavioral triggers that encourage deeper property engagement.

According to Omni, the new spend-based program helps guests more quickly earn rewards and achieve higher loyalty status faster. This is crucial for customer lifetime value because it recognizes that:

• A guest who spends $1,000 on a single luxurious stay with multiple property experiences might be more valuable than someone who books five budget rooms over the year.

Business Benefits of the Spend-Based Model

From a business perspective, this model is genius for several reasons:

• Increases Average Order Value (AOV) across the property—not just in rooms
• Creates cross-selling opportunities naturally—guests think, “Well, if this spa treatment counts toward my status, I might as well book it!”
• Provides rich first-party data that helps Omni understand guest preferences and spending patterns for future personalized offers

According to industry research:

• Loyal guests spend 22.4% more and Stay 28% longer than non-members
• Loyalty members accounted for 52.8% of occupied rooms in 2024

That’s a massive impact on occupancy and revenue, demonstrating the real-world effectiveness of well-designed loyalty programs.

The Power of Fast Status Achievement in Loyalty Marketing

One of Omni’s smartest moves is making elite status feel attainable—not like some distant dream requiring 75 nights a year. This “fast track” approach is a brilliant example of understanding customer psychology and reducing churn early in the customer journey—principles covered in How to Use Loyalty Programs to Reduce Customer Churn?.

Key highlights of the accessibility:

• Attaining higher status levels is possible even after just one stay
• Insider Status requires $1,000 in spending per year—attainable after just a weekend stay with some dining, spa, or golf on property
• Guests can unlock upper-level Champion or Icon Status after just a few stays
• Compare this to top-tier status that typically requires 50+ nights stayed in competitor programs

Psychological Benefits Driving Brand Loyalty

This accessibility creates several powerful effects:

• Quick wins that trigger dopamine responses—guests feel accomplished and recognized faster
• Builds emotional loyalty through early positive reinforcement
• Leverages the sunk cost fallacy—once someone achieves Insider status after one great weekend, they’re more likely to return to maintain or improve that status

From a loyalty marketing standpoint, this approach reduces the intimidation factor that often plagues frequent flyer and hotel programs. Instead of thinking, “I’ll never reach top status,” guests think, “I could totally be a Champion by summer!” That mindset shift is everything when it comes to customer satisfaction and repeat purchase behavior.

For business owners looking to design their own incentive programs, this is a crucial lesson: Make the first meaningful reward achievable quickly. Whether it’s a points per dollar system, cashback rewards, or tiered loyalty benefits, early wins create momentum that drives long-term engagement.

Discovery Dollars and the Global Hotel Alliance Connection

Now, here’s something fascinating that many people don’t realize about Omni—they’re not going it alone. Omni is part of the Global Hotel Alliance (GHA), which operates the GHA Discovery program. This extends the reach of Omni Select Guest benefits far beyond their 50+ properties.

What is GHA Discovery?

• GHA uses a shared technology platform for its member brands
• Operates a multi-brand loyalty programme called GHA DISCOVERY
• As of June 2023: Over 24 million members
• Encompasses more than 800 upscale and luxury hotels across 40 brands in 100 countries

By the end of Q3 2025, GHA DISCOVERY surpassed 32 million members, with:

• New enrollments rising 38% year-on-year
• Redemptions of DISCOVERY Dollars growing by 39%

These numbers demonstrate the massive appeal of interconnected loyalty ecosystems.

Benefits for Omni Select Guest Members

This coalition loyalty model is incredibly powerful. It means Omni Select Guest members can:

• Earn and redeem Discovery Dollars at hundreds of boutique hotels and luxury travel destinations worldwide
• Dramatically increase the value proposition of the program

Your Omni loyalty extends to incredible properties, such as:

• Resorts in the Maldives
• European palaces
• Asian luxury hotels

For travelers, this creates far greater flexibility and reward potential than a standalone program.

Business Advantages of the Partnership

From Omni’s perspective, this partnership provides:

• Access to a much larger member base
• Network effects that benefit all participating brands

It’s like having a partner ecosystem that amplifies your loyalty app and membership program—without the massive infrastructure investment required to build a global chain.

For business owners exploring coalition loyalty models, this demonstrates the power of strategic partnerships. You don’t have to own everything to provide tremendous value—sometimes joining forces with complementary brands creates a better customer experience (CX) than going solo.

Premium Amenities That Create Emotional Loyalty

Let’s talk about what really makes guests fall in love with Omni—those little touches that transform a hotel stay from functional to memorable. These premium amenities are the secret sauce in creating emotional loyalty rather than just transactional relationships.

Everyday Expectations vs. Delightful Touches

• Complimentary Wi-Fi is table stakes today—everyone expects it
• But higher-tier perks like morning beverage delivery? That’s a surprise and delight moment that starts your day right

Other thoughtful amenities include:

• Pressing service and shoe shine options—tapping into a nostalgic sense of luxury service that many modern hotels have abandoned
• Evening turndown service—makes you feel pampered and cared for

Member-Exclusive Benefits Overview

• All members enjoy:
  • Complimentary Wi-Fi
  • Beverages on the house
  • Access to on-property Loyalty Ambassadors
• Higher-status members also receive:
  • Free pressing and shoeshines
  • Morning beverage delivery
  • Complimentary room upgrades
  • Late check-out

These aren’t random perks—they’re strategically chosen non-monetary incentives that create memorable experiences.

Impact on Loyalty and Business Outcomes

Research shows:

• Loyal hotel guests spend 40% more over multiple stays compared to one-time visitors
• Hotels that focus on retention create consistent revenue streams and cultivate a pool of brand advocates

The Role of Loyalty Ambassadors

The Loyalty Ambassadors deserve special mention. These aren’t just customer service reps—they’re relationship builders who:

• Remember your preferences
• Anticipate your needs
• Create those “Wow!” moments

These moments often get shared on social media, generating user-generated content and social proof.

From a customer centricity perspective, these touchpoints throughout the guest journey create multiple opportunities for positive reinforcement. Each interaction reinforces the decision to stay loyal to Omni, contributing to higher Net Promoter Score (NPS) ratings and stronger brand affinity.

Direct Booking Benefits and the War Against OTAs

Behind the scenes, one of Omni’s key objectives with Select Guest is driving direct booking behavior and reducing dependence on Online Travel Agencies (OTAs). This is a critical battle in the hospitality industry, and loyalty programs are the primary weapon.

Why OTAs Hurt Hotel Profitability?

OTAs typically charge hotels 15-25% commission on bookings, which dramatically impacts profitability. More importantly:

• OTA bookings prevent hotels from capturing valuable first-party data
• They block hotels from building direct relationships with guests
• When someone books through Expedia (or similar), Expedia owns that customer relationship—not the hotel

Omni’s Direct-Booking Strategy

Omni emphasizes the value of direct-to-consumer (D2C) bookings through:

• Exclusive offers and member rates available only when booking directly
• Rewards and status progress that apply only to qualifying stays booked directly with Omni

Earnings through Omni Select Guest are based on:

• Actual hotel stays
• On-property spending (dining, spa visits, valet parking, golf, and more)

Key incentive: Book direct → earn rewards on everything you spend, progress toward status, and unlock tier benefits. Book through a third party → miss out on status progress, reward earnings, and premium perks.

For price-conscious travelers:

• Member rates often beat OTA prices
• When you factor in long-term value (earned credits + status benefits), direct booking becomes the smarter choice

Business Impact and Industry Data

According to CBRE data:

• Loyalty program fees grew by 4.4% in 2024
• This outpaced total revenue growth of 2.7%

This investment pays off through:

• Reduced distribution costs (vs. OTA commissions)
• Higher customer lifetime value
• Valuable zero-party data collected directly from guests

The cost of loyalty benefits is typically far less than OTA commissions—while delivering better economics and control.

For business owners in any industry, this illustrates an important principle: Your loyalty program should create compelling reasons to engage with you directly rather than through intermediaries.

Whether those intermediaries are marketplaces, distributors, or comparison sites, direct-to-consumer relationships give you control over the customer experience, data, and economics.

Business Travel vs. Vacation Rewards: Serving Multiple Segments

One of Omni’s strengths is designing a program that appeals to both business travel and leisure segments—two very different customer types with distinct needs and spending patterns.

Appeal to Business Travelers

For business travelers, the program delivers high value through:

• Speed to status
• Corporate rates
• Flexible check-in/out times
• Professional amenities (e.g., pressing service, shoeshines)
• Convenience and service reliability

These travelers often:

• Have predictable booking patterns
• Book frequently
• Value time-saving perks
• Book on someone else’s dime while personally keeping loyalty benefits

→ This creates a strong win-win that drives repeat purchase behavior.

Appeal to Leisure & Family Travelers

For vacation and family travel guests, the program feels rewarding rather than restrictive by:

• Allowing credits to be earned on “fun stuff” (dining, golf, spa, activities)
• Offering resort credit opportunities
• Enabling status achievement through a few luxurious stays (instead of many basic nights)

This matches their different spending pattern—higher on-property spend beyond just rooms.

Research Insights on Segment Value

• Business travelers exhibiting high loyalty through programs typically have the highest lifetime value
• Leisure travelers contribute significantly to:
  • Overall program engagement
  • Higher property spending beyond rooms

Smart Customer Segmentation Strategy

Omni’s dual-segment approach is intelligent customer segmentation that maximizes wallet share across different customer types.

Rather than designing exclusively for road warriors or vacationers, Omni created a flexible framework that provides relevant value to both—through different paths to the same tier benefits.

For business owners, this highlights the importance of RFM analysis (Recency, Frequency, Monetary value) and understanding that your target audience may actually be multiple distinct segments with different behaviors. Your membership program should provide flexible paths to value that resonate with each segment’s unique needs and spending patterns.

Lessons for Business Owners: What Makes This Program Work

Now let’s talk about the broader lessons that any business owner can extract from Omni’s success with customer retention through their loyalty program. These principles apply whether you’re running a restaurant, retail store, SaaS company, or any other business looking to build brand loyalty.

Lesson 1: Make Status Attainable Quickly

The fast path to meaningful status is perhaps Omni’s most powerful innovation. In your business, whatever your first significant reward or status level is, make it achievable quickly enough that customers experience success early. This creates momentum and engagement that carries through to higher tiers. Don’t make customers wait a year before they feel any benefit from participating.

Lesson 2: Reward Total Engagement, Not Just Transactions

Omni’s decision to count all on-property spending—not just rooms—toward status is brilliant. Think about your business: What are the multiple ways customers can engage with you? Reward all of them. If you run a coffee shop with food, merchandise, and catering, reward loyalty across all categories. This increases customer engagement touchpoints and boosts average order value.

Lesson 3: Keep Redemption Simple and Transparent

Complex redemption options kill enthusiasm. Omni’s straightforward “100 credits = 1 free night at any property” approach removes friction and confusion. Whatever your reward currency looks like, make it dead simple to understand value and redeem. If customers need a calculator and flow chart to figure out their rewards, you’ve already lost.

Lesson 4: Create Emotional Touchpoints Beyond Transactions

The Loyalty Ambassadors, personalized service, and surprise and delight moments create emotional loyalty that transcends price competition. Think about how you can create memorable experiences in your business that make customers feel valued as individuals, not just revenue sources. This is where attitudinal loyalty becomes more powerful than transactional loyalty.

Lesson 5: Use Tiered Benefits to Drive Aspiration

The four-tier structure creates clear aspirational goals that motivate behavior. Champion and Icon members get genuinely exclusive benefits that make lower-tier members think, “I want that.” In your tiered loyalty program, make sure each level feels meaningfully better than the previous one, with highly desirable VIP benefits at the top that create aspiration.

Lesson 6: Leverage Partnerships to Expand Value

Omni’s participation in Global Hotel Alliance dramatically expands their value proposition without requiring them to own properties worldwide. Consider what partner ecosystems or coalition loyalty opportunities exist in your industry. Strategic partnerships can help you deliver outsized value to customers without proportional costs.

Lesson 7: Balance Technology with Human Connection

Omni uses sophisticated CRM integration, marketing automation, and data-driven marketing behind the scenes, but they’ve invested heavily in human touchpoints where they matter most.

Find that balance in your business—use technology to scale efficiency, but preserve (or enhance) human connection where it creates emotional impact.

These align closely with modern best practices, such as those in Top 10 Features Every Loyalty Software Must Have and The Rise of Mobile-First Loyalty Programs from HappyRewards.io.

Conclusion

So here’s the bottom line, friend: Omni Hotels & Resorts has cracked the code on modern customer retention by building a loyalty program that genuinely values and rewards guests holistically—similar to the innovative tools available on HappyRewards.io for crafting engaging, customer-focused reward systems.

The Omni Select Guest program isn’t just about accumulating points—it’s about recognizing the full relationship guests have with the property and making them feel like VIPs from day one.

The genius lies in the combination of multiple strategic elements: tiered loyalty that’s aspirational but achievable, a spend-based model that rewards total engagement, premium amenities that create emotional loyalty, partnership with Global Hotel Alliance for extended reach, and personalized service through Loyalty Ambassadors that make guests feel truly special.

Each element reinforces the others, creating a comprehensive ecosystem of customer engagement that drives measurable business results.

For business owners across industries, the lessons are clear. Brand loyalty isn’t bought with discounts alone—it’s earned through thoughtful program design that balances achievable rewards, emotional connection, and genuine value.

The most successful membership programs make customers feel like insiders who are appreciated, not just transaction numbers being manipulated with incentive programs.