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https://www.google.com/amp/s/amp.usatoday.com/amp/12696753
https://intransit.blogs.nytimes.com/2014/07/16/kimpton-now-rewards-how-you-act-not-just-how-long-you-stay/
Hotel loyalty programs generally measure guests’ commitment by the frequency of their stays. But Kimpton Hotels aims to discern – and reward — true passion with its new Kimpton Karma Rewards program, beginning Wednesday.
The new system replaces the hotel’s former two-tier InTouch reward program with four levels of membership, with new perks at each level. Hitting three stays or 10 nights annually, members move to Tier 2, receiving a $30 spa credit and a complimentary upgrade.
With eight stays or 21 nights, Tier 3 guests get late check-out priority and a welcome amenity at check-in. The highest level of membership, Inner Circle, at 14 stays or 40 nights, receive these and more perks, including a $50 restaurant credit.
The company says that a distinguishing characteristic of the program is the behind-the-scenes calculation that looks at consumer engagement. Do you tweet about the hotel, attend the hotel’s complimentary wine hour, travel with your pet or run with the hotel general manager in its fitness program?
Members could be rewarded for that. Kimpton identified 200 to 300 behaviors that flag program members as eligible for special gifts like snacks left in the room.
Just how much each behavior weighs remains a secret to avoid rewarding fake enthusiasm. “What we didn’t want to do was say, ‘Tweet about us and we’ll give you points.’ That’s self-gratuitous,” said Maggie Lang, senior director of loyalty for Kimpton.
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