Falkensteiner Members Club launches personalized loyalty program

Falkensteiner Hotels & Residences has introduced the Falkensteiner Members Club, a new loyalty scheme that replaces the former Spirit Club and Direct Booking Club. The program shifts focus from discount‑based rewards to curated, personalized experiences. Members earn points that can be redeemed on‑site for benefits such as early check‑in, spa treatments, private lake‑side dinners and other region‑specific activities. A digital Member Portal provides a dashboard for tracking points and accessing exclusive offers.

CEO Otmar Michaeler explained that travelers now seek authentic, memorable stays rather than simple price cuts, and the new club is designed to meet that demand. The initiative also converts existing tier statuses (Blue, Gold, Crystal) into personalized point credits, aiming to strengthen direct bookings and long‑term guest relationships.