Mandarin Oriental reinvents loyalty with a tailor-made app
Gone are the points, replaced by the relationship. In 2025, the Mandarin Oriental group is overturning the codes of loyalty with a redesigned program and a premium mobile application, where personalization takes precedence over reward mechanics.
“Fans of M.O.” becomes a selective community
The new Fans of M.O. program abandons the traditional points system to introduce two very closed circles: Silk and Pearl, accessible by invitation only. Far from a transactional approach, these statuses offer upgrades, personalized attention and, above all, access to exclusive experiences.
For Alex Schellenberger, Chief Brand & Marketing Officer, the objective is clear: to create an affective relationship with our most loyal customers. “It’s no longer about rewards, but recognition andprivileged access”, he explains.
An application designed as a digital butler
At the same time, Mandarin Oriental unveils an enriched mobile application that transforms the guest’s smartphone into an intelligent stay companion. From now on, guests can use the app to manage reservations, check-in, room service and spa treatments, as well aschat with staff, create a personalized itinerary or consult local recommendations.
For Kristin Ruble, Chief Commercial Officer, this digital interface “redefines digital luxury”. The idea is to offer an autonomous, fluid and intuitive experience, while facilitating more qualitative human interactions.
A strategic move upmarket… and in Paris
This repositioning is part of a dynamic of upscale expansion. The latest coup was the acquisition of the Hôtel Lutetia in Paris, which will soon join the exclusive circle of 43 Mandarin Oriental establishments worldwide. A strategic move in the ultra-competitive Paris market, confirming the group’s ambition to select only iconic addresses.
In 2025, Mandarin Oriental is no longer just selling hotel nights. It creates a unique relational experience, where every detail counts, and where loyalty becomes a privilege, not a transaction.
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