Taking hotel loyalty marketing to a new level

Back in November, we wrote about Loyalty Marketing in Turbulent Times, whereby loyalty programs can be a key differentiator among competition these days, as individuals are taking a closer look at these programs for added value and benefits. Although hotels have also had these programs for years, they recently have had to relax restrictions to keep loyal members on board.

We remarked that “the travel industry should take note and start looking for creative ways to differentiate. Focusing marketing efforts on to the two core groups of customers who can most directly influence revenue – high-value customers you want to retain (give them special benefits and access unavailable to the general population to keep them spending at their current level) and high-potential customers you want to grow (give them offers to shop more often and spend more during each visit using targeted discounts and bonuses).”

And Hyatt is doing just that – Members of Hyatt’s Gold Passport loyalty program will soon benefit from a new initiative, being the recipient of random acts of kindness. Hyatt’s mission is to provide what it calls “authentic hospitality,” defined—in the words of CEO Mark Hoplamazian—as “making a difference in the lives of the people we touch, including guests, employees and others.” As part of a new effort to take better care of its Gold Passport members, the company will soon begin targeting those guests with pleasant surprises designed to delight them during their stay. “We will be empowering hotel employees to perform what we’re calling random acts of generosity,” Hoplamazian wrote in a recent USA Today blog post. “So, don’t be surprised if Gold Passport picks up your bar tab, comps your massage or treats your family to breakfast.

Not only does this effort stand a good chance of boosting the authenticity of Hyatt’s service promises, it’s also a kind of corporate generosity that’s increasingly being sought after by disillusioned consumers.