by Adam Hunter

Peermont rewards loyalty

Incentives for loyal customers

Peermont Group is rewarding repeat customers at its hotels

Peermont recently announced the launch of Crown Key, the group’s inaugural loyalty drive aimed at giving corporate and government guests better value and an experience above and beyond the hotel group’s star ratings.


After extensive research into competitor programmes, it was decided that the new Peermont Crown Key rewards programme would be easy to understand and offer members real benefits at all of the group’s 16 hotels in South Africa and Botswana from the day they join.


Crown Key members enjoy an enhanced experience every time they stay – with automatic room upgrades where available, a free welcome beverage and mineral water in the room, complimentary movie and show tickets, free Internet access at all hotels, as well as discounts on green fees and spa treatments. Busy corporate and government travellers can now earn valuable loyalty points and redeem them for a free stay. Members who stay 10 nights get one free. For every R10 or P10 (Botswana pula) spent, a member earns one Crown Key point.


Incidental expenses such as room service, laundry or phone use earn points as well. Guests at four- and five-star hotels enjoy more benefits including unlimited free Internet, newspaper deliveries on-the-house, airport pickup and free laundry on one item. Crown Key members also have access to more than 228 lifestyle discounts and offers through


Research by Market Metrix has shown that hotel loyalty programmes now rank fourth in the top deciding factors when booking a hotel. The group is looking to address this, and create a 'welcome back' experience for returning guests.

The Crown Key programme is free to join, and there are no tiers to membership, so corporate and government guests get a better business experience upon joining, at hotels of all star grades, as long as they stay at regular qualifying rates – such as the best available rate, corporate contract or government rate.


What also sets the Peermont Crown Key programme apart, is that there are no limits or blackout periods for redemptions. Nothing is more demoralising than being told points are not valid over certain peak holiday periods. Points are redeemable on any available rate or package. And when members do cash in points on a free night at a Peermont hotel, they can earn points on that night too – a 'double-dip' bonus.  Simply check your points status online at


Joining Crown Key is extremely rewarding for business and government travellers. They can register when they check in (or out) at a Peermont hotel, online at, or any Peermont resort site, or through Peermont Central Reservations 0860 777 900 or +27 (0)11 928 1928.

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