Principal Hotel Company Launches New Loyalty Programme

May 03, 2017

Principal Hotel Company, which includes the Principal and De Vere brands, has launched Applause Rewards, a new accommodation loyalty programme which benefits both corporate transient bookers and leisure guests alike.

The free-to-join programme, which is available to use at over 40 locations across the UK from grande dame city centre properties to country estate hotels, has been designed to offer excellent value as well as to support a more customised approach to guest service. The new scheme instantly rewards members with an automatic 10% discount on the best available room-only rate every time they book direct, increasing to 15% for anyone who has stayed 9 nights across the group.

Offering enhanced service over the traditional points-system model, guests also benefit from a range of additional rewards, including an optional advance check-in service – perfect for those on the go; complimentary credit to spend in the hotel’s bar or restaurant, an extra hour to relax before check-out and an optional express check-out with email receipt functionality.

For corporate bookers, reservations made on a preferred rate will be recorded on their dedicated member profile and tallied to qualify for as much as a 15% discount to be used when they themselves book a future leisure stay. They will also receive in-house Applause benefits.

Commenting on Applause, Alan Corlett, Group Commercial Revenue Director at Principal Hotel Company said: “We have worked hard to ensure that our new Applause programme offers benefits that are of real value to our loyal members, and perks which can be used straight away, ensuring a great guest experience.”

Alan continues, “Crucially, it enables our teams to offer a more tailored service, ensuring each and every stay in any one of our city centre and country estate hotels is extra special for our guests on the programme.”

Further information on Applause can be found at

Full terms and conditions can be found at