When one of Germany’s most iconic hotel brands asked us to rethink their membership program, we knew it had to be about more than points and perks — it needed to build genuine, lasting relationships with their guests.
Motel One Group came to Edenspiekermann with a clear challenge: how do you design a loyalty program that actually feels loyal? Not a points game with fine print, but something that creates real value for guests and strengthens direct connections for the brand.
We started where all good strategy starts — with the people. We spoke to travelers, studied industry benchmarks, and even spent a few nights at Motel One properties ourselves (including some quality time at their rooftop lounge on Berlin’s Ku’Damm 🍸). The answer came through consistently across every conversation: people want to feel valued. They want small moments of delight. And they want something meaningful in return for their loyalty.
Working closely with the Motel One team, we designed a membership experience that reflects exactly that — offering guests something real while helping the brand build stronger direct relationships with the people who choose to stay with them.
The First Move: Simplicity
This spring, the first phase of the new beOne membership program went live with a statement of intent: a flat 10% discount on every direct booking via the beOne platform. No fine print. No hoops to jump through. Just a simple, clear benefit that sets the tone for everything that follows.
In the coming months, more exclusive deals and member features will gradually roll out — each one designed to bring genuine added value to every stay.
What Made This Work
Our collaboration with Motel One revealed three key insights that shaped the program:
1. Loyalty deserves more attention It’s not just about guest satisfaction — it’s a driver of direct bookings and long-term profitability. Investing in loyalty means investing in the bottom line.
2. Complexity is out Points systems and gamification have their place, but what really works is the right mix: direct benefits (especially price), positively surprising guest experiences, and digital features that make stays more comfortable.
3. Engagement keeps the relationship alive Activating existing members is an often-underestimated lever. Strong UX and personal communication make the difference between a dormant membership and an active relationship.
A Shared Passion for Design
What made this collaboration particularly rewarding was something simple: Motel One shares our passion for good design. From the hotels themselves to the digital experience, design isn’t decoration — it’s core to how the brand shows up in the world.
Working across the full journey — from product strategy to UX to the app itself — our team at Edenspiekermann partnered closely with Appsfactory and the Motel One Group team to bring this vision to life. That kind of collaboration, where design thinking meets hospitality expertise, is what makes work like this special.
The beOne program is live now, with more to come. Stay tuned.
