Mandarin Oriental Debuts App and Revamps Loyalty Program: Exclusive

Mandarin Oriental's revamped loyalty program takes its inspiration from luxury goods companies. The goal is to stand out in a sea of points-based rewards programs with formulaic rewards.

Mandarin Oriental Hotel Group launched a revamped loyalty program and its first-ever mobile app on Tuesday, signaling the luxury hotelier's push to deepen its relationships with customers.

"This program is about redefining [guest] recognition in the luxury space — not through points and redemptions, but through forging a closer connection with members," said Alex Schellenberger, chief brand and marketing officer.

The overhauled "Fans of M.O." program skips point redemptions and tier classes like "platinum" and "titanium" in favor of invitation-only communities, with names lik