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Hospitality ON Event - Awards

Worldwide Hospitality Awards

Tuesday 30 November 2021 à 18:00

En cours - Best Marketing Operation

The St. Regis Venice

Campaign - Exquisite Member Programme

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

We created a program targeting locals in order to invite them to generate revenue for our F&B outlets.

After a careful selection of partners, we invite locals to come to the hotel and introduced the General Manager during an informal cocktail in one of our suites. We then gave them a bespoke card created and from that moment on, they just need to show the card when they pay and they get the discount.
The Exquisite Programme gives local guests a special discount when they have lunch, dinner or aperitif in one of our outlets: they are encouraged to come to the hotel and spend money in F&B and to bring more people, widening the network of local clientele. It is immediate revenue for the hotel. Moreover, this is an opportunity to enrol local guests in the Marriott Bonvoy Programme, as we ask them to enroll when they sign the privacy policy. This way we also build a local database to which we send our monthly newsletter. In terms of revenue for the bar, ytd we generated more than 60k euros (considering that the hotel reopened in may after the Italian lockdown) and many other collateral events organized by our exquisite members.

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