Luxury chains have for the most part eschewed points, the belief was that they provide recognition not freebies and compete to offer the best luxury experience not guest kickbacks. Though that’s long seemed a mistake — first, because giving folks formalized tiers and defined benefits means setting clear stretch goals fro your customers. How can you incentivize someone to achieve something if they don’t know what they need to do in order to get something they’re not aware of?
Meanwhile, many luxury hotel guests are indeed staying on other folks’ dimes, which means they’re just as susceptible to anyone else to making their stay decisions based on the ability to garn personal rewards later for directing others’ resources today.
And Ritz-Carlton is now jumping on the bandwagon with Ritz-Carlton Rewards. Barbara DeLollis previews the program that will be announced tomorrow:
Here’s a peek at program details from Ed French, Marriott Rewards’ chief:
- Customers can be a member of either Ritz-Carlton Rewards or Marriott Rewards; not both.
- Earning levels will be the same across Marriott’s 3,400 hotels.
Achieving silver, gold or platinum status for the Ritz-Carlton Rewards program will have the same requirements as Marriott Rewards.
- Under the new program, Marriott Rewards platinum members who stay at a Ritz-Carlton will receive a complimentary room upgrade.
- As members of Ritz-Carlton Rewards earn platinum status, they’ll receive upgrades at Marriott hotels.
Looking forward to full details tomorrow, I don’t expect it to be especially rewarding but certainly more rewarding than what’s currently offered!