Lucerna Hotel Rewards Launch


NEWPORT BEACH, CALIFORNIA – 23 July 2009 – VOILÀ, the hotel reward industry innovator, marks its entry into Latin America with the launch of ‘Lucerna Rewards,’ a loyalty programme developed for frequent guests of Lucerna Hotels in Mexico and part of the global VOILÀ Hotel Rewards network.

VOILÀ is the first points-based frequent guest loyalty programme that unites a network of four- and five-star independent hotels and luxury hotel brands worldwide. Instead of limiting earnings to one brand, VOILÀ members can travel to hundreds of locations, stay at any participating VOILÀ hotel, and still earn points. Since its initial launch in 2008, the VOILÀ programme has experienced strong growth, with nearly 200 hotels participating in the network today.

“Our guests have been asking for a reward programme that allows them to earn rewards at every hotel within our chain,” said Armando Jimenez, corporate director of sales and operations of Lucerna Hoteles. “By implementing the turnkey VOILÀ programme, we were able to go to market quickly with our loyalty programme and can now give our members the opportunity to earn and redeem their points for stays at Lucerna properties and other premier hotels and hotel groups around the world.”

Lucerna Hoteles has owned and operated locations throughout Mexico since 1966, providing sophisticated travellers a relaxing place to stay for business or leisure. Each Lucerna hotel is strategically located in key developing cities in Northwest Mexico. Currently, the Lucerna Hoteles chain operates the Lucerna Mexicali, Lucerna Tijuana, Lucerna Cd. Juárez, Lucerna Culiacán and will open the Lucerna Hermosillo soon.

“VOILÀ’s tremendous success within the last year is a testament to the affordable, high-quality product that has made their reward progamme a must for independent hotels and hotel chains hoping to provide earning opportunities for their guests,” continued Mr. Jimenez. “The co-branded and fully customizable VOILÀ programme promises exceptional value and we welcome their proven ability to deliver personalised services and enhanced recognition to guests.”

Enrollment in the VOILÀ programme is free and allows members to earn valuable points for their stays that can later be redeemed for complimentary award nights and other exciting reward options. Members are also eligible for a range of tailored benefits based upon their customer profiles such as exclusive member-only offers, priority check-in and welcome amenities.

VOILÀ’s pay-as-you-go revenue share model and advanced CRM systems have made it a sensation among independent hotel operators. A May 2009 study completed by the Institute of Innovation and Entrepreneurship (INTEHL) at École hôtelière de Lausanne, found 90% of hotel managers who participated in VOILÀ for more than six months stated it “helps generate increased revenue” and they “strongly believe in the programme.”

“We are excited to bring VOILÀ to Mexico, which is another milestone in VOILÀ’s continuing global expansion into the world’s most exciting destinations,” said, Gabi Kool, VOILÀ’s senior vice president and managing director. “VOILÀ offers our members a place to earn rewards in some of Mexico’s most vibrant districts, redefining luxury rewards in the hotel market in Latin America. With our programme available in over 125 cities and on over five continents, we are looking forward to what the remainder of 2009 holds in store for VOILÀ.”


VOILÀ is the world’s first and only points-based, guest loyalty programme built specifically for a global alliance of independent hotels and small groups. VOILÀ is operated by Hospitality Marketing Concepts (HMC), a global company with offices in more than 50 countries in North America, Central/South America, Europe, Middle East and Asia. VOILÀ has a portfolio of nearly 200 hotels, including Husa Hotels, Coral Hotels & Resorts, Hoteles Lucerna, Continental Hotels Group and Great Hotels Organisation.

For additional information, visit the company’s website at or contact Peter Gorla, vice president of marketing at +1 (949) 260-9538 or via email at