Analysis

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Customer recognition: a quest for the multi-segment and global grail

8 min reading time

Published on 08/04/10 - Updated on 17/03/22

What hotel group today does not back its marketing strategy with a loyalty program worthy of this name? Examples where they do not exist are rare and are almost exclusively in the luxury hotel segment. Probably because customer recognition is part of the DNA of their brands and anyone who goes through the doors of their properties is a VIP like the others, Four Seasons, Mandarin Oriental, Peninsula, Aman Resorts do not have established programs. But this does not mean there is a complete absence of any loyalty policy … In the Dorchester Collection, the Plaza Athénée pushes the precision of its customer relations to ano­ther degree with its CRM VIC (Very Important Children) program. A personal loyalty card, a dedicated website: at the Plaza, children are VIPs just like their pa­rents!

Experience and recognition: is this not the grail sought after by all the loyalty pro­grams? In any case, it seems to be where Starwood is headed with the loyalty pro­gram it is developing, which is in the pilot phase and still top secret… at least until the blog Hotel Check In from USA Today re...

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