The luxurious secrets of 5-star hotels

Luxury hotels all have one secret in common: how they retain their loyal guests. But special offers are often reserved for the most important 2% of customers.

Hotels typically don’t disclose the criteria for becoming a privileged guest. “Our invitations are for the best of the best,” says Thom Kozik, vice president of Marriott International. “But it’s not just about the number of nights they stay, how much they spend, there are many other factors that go into that decision.” So, the guests themselves often don’t know why they’re on the privilege list, or why they’re being excluded and having all the benefits cut out.

Marriott hotel chain is present in over 60 countries. Photo: nomadic.

In fact, to be among the top customers receiving the biggest deals, one must have interactions that demonstrate loyalty to the hotel. For Starwood Hotels & Resorts, this is considered to be guests who stay more than 100 nights per year. Offering limited deals makes customers feel special, and the hotel achieves its goal of retaining such guests.

In 2015, Hilton Worldwide created the Lifetime Diamond card for guests who have been loyal to the brand for 10 years and have stayed at the hotel for at least 1,000 nights. But the hotel still offers upgrades and invitations for special experiences. “Of course, those are not things you can easily find around the hotel,” said Mark Weinstein, senior vice president of Hilton. With Lifetime Diamond, guests will have the opportunity to have a private dinner with members of the famous Barenaked Ladies or learn to play drums with Mick Fleetwood at the O2 Arena in London.

The Lifetime Diamond card is made of metal and has delicate engravings. Photo: Superadriane.

“Plus, you can get a room even if the hotel is full, extend your stay even if you have a reservation, or even show up at the Grammys. That’s something everyone looks forward to,” Weinstein said.

Explaining the hotel's luxury for special guests, a senior manager at Starwood shared: "The 2% of the most loyal customers generate 30% of the chain's profits. Therefore, the smart way is to invest in the relationship, so that the two sides become more and more closely connected."

According to vnexpress.net