Rotana, a leading international hotel management company, has promoted Elie Saliba to the role of corporate vice president – loyalty.

A 16-year veteran of the hospitality industry, Saliba has been closely associated with Rotana’s loyalty programme – Rotana Rewards – since 2004, first as loyalty programme manager and later assuming the title of director of loyalty and partnerships.

In his new role, Saliba will lead the effort to drive member growth for Rotana Rewards and develop long-term loyalty programme plans and strategies to support organisational goals. In addition to overseeing the strategic development and implementation of the loyalty programme, targeted direct mail programmes and other customer retention initiatives, he will be responsible for working alongside key partners to develop and launch targeted campaigns to increase customer satisfaction and improve loyalty.

His mandate further extends to leading research programmes by utilising internal and external resources to identify untapped loyalty strategies for existing customer segments, as well as working in concert with heads of other departments to put strategies into action, measure success and manage results for ongoing programme enhancements.

“Rotana Rewards has been recognised many times over the past few years as being the best Hotel Chain Loyalty Programme in the region. Elie has been instrumental in helping Rotana achieve these accolades, working closely with his team and with many of our Corporate Vice Presidents to bring significant, industry-leading advances to the programme,” said Omer Kaddouri, president and CEO of Rotana. “Our loyalty programme has been playing an increasingly bigger role for our company from a revenue and profitability standpoint, and will continue to do so in the years to come. With Elie leading this very important company platform, I am sure we will see further financial success, accolades and innovation.”

Sharing his excitement over the new role, Saliba said: “I’m absolutely thrilled to be given the opportunity to take Rotana’s award-winning loyalty programme to the next level. It’s a privilege, and I look forward to working with my colleagues as well as our partners to grow the Rotana Rewards programme and deliver better experiences for our customers.”

Prior to joining Rotana in 2004, Saliba held various management positions with leading hospitality chains in the region. - TradeArabia News Service