HLT assisted Skyline in discussions/negotiation with Aeroplan ultimately culminating in a coalition partnership agreement that commenced during the first quarter of 2015.
Skyline Hotels (2014)
Skyline Hotels is one of Ontario’s (and Canada’s fastest growing) owners and operators of recreational real estate and resorts. Skyline controls well-known Ontario destinations such as Deerhurst Resort, Horseshoe Valley and Port McNicoll as well as the King Edward, Pantages and Cosmopolitan hotels in Toronto and Cleveland’s Hyatt Regency.
Given Skyline’s rapid growth and significant customer base, the company wanted to assess their loyalty product offering—dubbed “SkyLife Rewards VIP”— to ensure maximum value. Skyline engaged HLT to undertake a third-party assessment of the current elements, value and growth trajectory of SkyLife Rewards VIP as well as an exploration of opportunities to enhance the current product offering. Skyline also required a third party to assess the potential for travel partnerships with national coalition loyalty programs, including an option analysis, and negotiation of financials.
HLT’s work program included:
- comprehensive assessment and analysis of the existing loyalty rewards program offering
- extensive stakeholder interviews
- online empirical research of existing loyalty program members
- an analysis of existing coalition loyalty programs
- an assessment of a partnership value proposition
During the assignment an opportunity to tie SkyLife Rewards VIP into the Aeroplan rewards program was presented. HLT assisted Skyline in discussions/negotiation with Aeroplan ultimately culminating in a coalition partnership agreement that commenced during the first quarter of 2015.