The luxury secrets of 5 star hotels

Luxury hotels all have one secret: how they keep their guests loyal. But special treatment is usually reserved for the most important 2%.

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 how many nights they stay, how much money they spend, there are many other factors that go into that decision.” As a result, guests often don’t know why they’re on the privilege list, or why they’re being excluded and having their benefits cut.

Marriott hotel chain is present in 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 guests who stay more than 100 nights per year. Offering deals on a limited basis 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 stayed at the hotel for at least 1,000 nights. But the hotel still offers upgrades and invitations for special experiences. “Of course, these are not things you can easily find around the hotel,” said Mark Weinstein, senior vice president of Hilton. With Lifetime Diamond, guests can have a private dinner with members of the 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, Starwood's senior manager shared: "The 2% of 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