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 not feel the love in the past few days:
Hotel Loyalty Program Love
As many know, I travel a lot and spend an average of 125 to 150 nights in hotels. I am a member of all the major hotel loyalty programs and specifically 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.
My wife and I stayed at both Hilton and Starwood properties on a recent trip to Europe for SES London. When we arrived at the Hilton Islington in London, I checked in at the Hilton Honors desk, and it went smoothly. 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, and they could not offer breakfast, in a tone that made it seem like I was somehow ripping them off. The desk agent made a point of telling me there were no upgrades available at that time. We did not ask for them, but as a Diamond, they typically try to offer them to us. At this point, with Hilton, I am batting about 3/10 for upgrades. There is nothing else special about the stay.
We went to Paris for the weekend after the event. 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 checkin the system indicated I was Platinum, and we were taken to the private 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 and a cheese plate 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.
On our return home, we stayed at the Hilton at Heathrow airport 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 also informed us that, in a very stern voice, since we had earned 1,000 points, we were not eligible to enter the Executive Lounge and would not be tempted to sneak in. I asked him if there was a Diamond lounge, and he became a bit frazzled, realizing he had just accused a frequent chain guest of being a thief. He apologized for the confusion, welcomed us into the lounge, and even offered us a drink from the bar.
It was just an interesting contrast. While I rarely care if I am upgraded, it is nice when traveling with the family. I only care that the Internet works and that the room is comfortable and quiet.
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 at no extra 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 on our way to the airport simply because my daughter asked if it was close enough to see it.
The net is that in these times of budget cuts and business travel, the smallest of issues can make a big difference. Loyalty is a two-way street. While I know the hotels want/need to squeeze 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.
