Author: John Zirkle – Corporate Director of Operations
The power of frequent guest recognition.
Each of our hotels has it’s Hilton Honors, IHG One Rewards, or Wyndham Rewards members. These guests are our most loyal, and as studies show, spend more at our hotels and return more often. Thus, we need to ensure we are providing not only an outstanding experience for these reward member guests, but ensure we are recognizing their loyalty and membership.
Over the years I have found that if you can welcome each guest by name and thank them for being a loyal Honors member, Wyndham Rewards member, or an IHG One Rewards member, we start their stay on a good note. Further, we should mention their loyalty level at check-in and explain at least two benefits the guests receive for their Honors, IHG One, or Wyndham Rewards level. Make sure you read any profile notations for special needs (room away from elevator, extra pillows, etc.) and assure them that their requests have been fulfilled so they do not have to call down for an item after check-in.
Guests who feel we gave proper recognition for their loyalty status typically rate the hotels higher on their post-stay survey. Check your Stay or Medallia scores and you should see a direct correlation between their recognition score and their overall score. Reward proactive associates and those that go above and beyond the level of service.
Challenge your teams to understand and be completely familiar with your hotel’s loyalty program, the levels, the benefits of each level, and why it is so important to recognize these guests. During daily stand-ups, test their knowledge with lightning round quizzes. Reward associates accordingly.
Remember, you never get a second chance to make a first impression. Make sure you are always putting the hotel’s best foot forward every day.
