The Leading Hotels of the World Ltd. has seen active members in its refurbished Leaders Club loyalty program rise from 15,000 to 25,000 in the past six months thanks in part to a database marketing system implemented last summer, according to DMnews.

In 2003, Leading Hotels decided to revamp its 9 1/2-year-old loyalty program. But the company first needed to organize all of its data into one database. Though it had a database vendor, the program was not organized in the best fashion.

The new Leaders Club offers recognition and service when members book their hotel stays through Leading Hotels, including a room upgrade, early check-in, late checkout and a welcome gift. Members also receive access to a new Web site with more offers, priority reservations, access to a department for worldwide assistance and a newsletter and e-newsletter “Expressions” with information and offers.

In 2005, Leading Hotels’ Web site had a waiting list so members could join the new Leaders Club. People had to give their names and e-mail addresses to join.