In today’s trying times, it is critical to show love to those clients you already have.. If they feel loved and you provide undisputed value, convenience, or performance, it makes it hard for them to change. The following are a few examples of how I did and did no feel the love in the past few days:
Hotel Loyalty Program Love – As many know, I travel a lot and spend, on average, 125 to 150 nights in hotels. I am a member of all the major hotel loyalty programs and loyal to Starwood Platinum and Hilton Diamond. Interestingly, I have received emails or direct mail from most of these programs to vote for this year’s Freddie’s Award and if they want to win, now is the time to show the love.
I stayed at both Hilton and Starwood properties on a trip to Europe for SES London. When I arrived in London at the Hilton Islington, I checked in at the Hilton Honors desk, and it went well. I was told breakfast was included in the package, which is great. However, after a few keystrokes, I was told that I had opted for 1,000 bonus points, so they could not offer breakfast in a tone that I was somehow ripping them off.. He also made a point to tell me that there were no upgrades at that time. We did not ask for them, but as a Diamond, they typically try to offer them. At this point, with Hilton, I am batting about 3/10 for upgraded. There is nothing else special about the stay.
My wife and I went to Paris for the weekend. Since it was on my dime, we used my points for a room at the Westin Paris. This is one of the best locations we have ever stayed in Paris. Since I was on points, I did not expect anything but the deluxe room we had reserved. Upon arrival and identification that I was Platinum, we were taken to the Platinum check-in area. The guest relations manager told me that due to “my loyalty,” they would upgrade us to a suite with a view of the Eiffel Tower. They took us to the room, showed us around, and made sure everything was acceptable. About a half hour later, they arrived with a bottle of wine to further welcome us to Paris. They made sure we were comfortable and happy the whole trip, and I was using points, not paying for it. At Starwood, we are batting 8/10 for upgrades, even with points.
We were staying at the Hilton at Heathrow, heading back to London since we had an early flight. We arrived at the Hilton around 9:30 p.m. We were paying for this room.The desk manager made sure to inform us that since we got the 1,000 points, we were not eligible for the Executive Lounge, even though we might use it. His tone of voice was very stern again as if I were trying to steal something from them.
It was just an interesting contrast. While I rarely care if I am upgraded, it is nice when I am when my wife is with me. I only care that the Internet works and that the room is comfortable and quiet. I try to stay at these hotels since I know they are typically centrally located and the Internet works.
To be fair to Hilton, my family and I stayed at the new Hilton in Beijing for one night in January on our way back from Thailand. They upgraded both rooms without charge and went out of their way to arrange a private van and guide to take us on a quick tour of the Great Wall and Forbidden City.
The net is that in these times of budget cuts and business travel, the smallest of issues can make a big difference. While I know the hotels want/need to ink every dollar out of the guests, they should stop and think about doing the slightest favor or offering simple things to loyal guests to help make them even more loyal.
