UNA Italian Hospitality has launched untourist , a new loyalty programme for guests at its Italian properties. The group comprises, by its own account, more than 6,000 rooms across 59 hotels in 14 regions , making it one of Italy's largest hotel chains. The programme links overnight stays to a points system from which guests can redeem stays, room upgrades and further benefits. Registration is free of charge and takes place via the official portal of the group.
How untourist works
From the moment of registration, new members receive a welcome package of 1,500 points, which can be redeemed immediately against selected rewards. Points are subsequently accumulated through stays and additional bookings at the group's properties, and can be used, among other things, to cover part or all of the cost of a stay.
The programme is structured into four status levels : Traveller, Explorer, Passionate and Lover. With each level, the range of benefits expands.
Benefits from the very first stay
The specific benefits available to members include exclusive member rates, a welcome drink on arrival, room upgrades subject to availability, and early check-in and late check-out. Additionally, members benefit from more flexible cancellation conditions and special perks on their birthday.
Higher status levels bring further advantages, including VIP treatment at selected stays. Points can also be used for offers from the rewards catalogue, which encompasses experiences in the areas of dining, wellness and regional activities.
Locations in the portfolio
The network spans 14 regions and covers both major cities and smaller destinations. Among the properties named in the announcement are the Milano Verticale | UNA Esperienze in Milan's Porta Nuova district, the Trastevere Roma | UNA Esperienze in the eponymous Roman neighbourhood, and the UNA Hotels Napoli in Naples.
The Milano Verticale was already featured in our article on city breaks in the Italian autumn as one of the recommended addresses in the Porta Nuova district. Chief Executive Giorgio Marchegiani describes untourist as a response to a shift in travel behaviour, in which the stay itself, and not merely the overnight accommodation, takes centre stage.
