Not a scam, just scammy operators
This is the website of a group of hotels/serviced appartments with their loyalty scheme. It's adequate for booking rooms. My complaint is that they advertise certain benefits you get as a member... and then they just say "oh you can only get this once" when there is NOTHING on there about it just being once. In my case this was a status match. So - avoid. There are better places to stay.