AMResorts Launches Agent Loyalty Program


AMResorts, a subsidiary of Apple Leisure Group, has unveiled AMRewards, an all-new travel agent loyalty program.

The benefits platform will provide easier redemption of booking bonuses with turn-key delivery; streamlined client request communications; and sales and marketing support tools. Agents can access AMRewards directly at .

“AMResorts’ commitment to the travel agent community inspired the creation of the AMRewards program. The goal was simple: help agents deliver a premium experience to every client,” said Colette Baruth, vice-president of sales and marketing for AMResorts. “AMRewards also provides travel agents new tools, including co-branded marketing collateral, to make it easier for them to effectively grow their business.”

The program introduces a point-based system with key features including:

  • Branded AMRewards Visa prepaid cards for direct credit of booking bonuses and easy redemption;
  • Automatically generated stay certificates for complimentary nights at any AMResorts property (based upon point qualification standards);
  • Client gift vouchers to be used towards perks like spa treatments, romantic dinners for two or champagne breakfast in bed;
  • Co-branded marketing materials such as banner displays.

Baruth added, “AMRewards is one of the only programs that allows travel agents to share booking benefits with their clients to enhance their vacation experience. Whether that means a romantic dinner on the beach or relaxing massage, we are looking to add value to the agent/client relationship.”

Additionally, AMRewards enables AMResorts to better serve agents with customized e-communications that alert participants of program registration, new booking incentive and point redemption opportunities. On-demand webinars from the AMResorts sales team also provide instant access to support tools that continuously benefit program enrollees.