The luxurious secrets of 5-star hotels

Luxury hotels all share a secret: how they retain loyal guests. But special privileges are usually reserved for the top 2% of their most important customers.

Hotels typically never disclose the criteria for becoming a VIP customer. "Our invitations are for the very best of the most discerning customers," says Thom Kozik, Vice President of Marriott International. "But the selection process isn't just about the number of nights they stay or how much they spend; we consider many other factors." Therefore, customers themselves often don't know why they're on the list of those entitled to special privileges, or why they've been excluded and had their benefits cut.

Marriott hotels are present in over 60 countries. Photo: nomadic.

In fact, to be among the top customers receiving the biggest benefits, one must demonstrate loyalty to the hotel through interaction. At Starwood Hotels & Resorts, this is assessed based on guests who stay at the hotel for more than 100 nights per year. Offering limited benefits makes customers feel special, and the hotel achieves its goal of retaining such guests.

In 2015, Hilton Worldwide created the Lifetime Diamond card for customers who had been loyal to the brand for 10 years and had stayed at the hotel for a minimum of 1,000 nights. However, the hotel still left open the possibility of upgrades and invitations to special experiences. “Of course, those aren’t things you’d easily find around the hotel,” said Mark Weinstein, Senior Vice President of Hilton. With Lifetime Diamond, customers would have the opportunity to dine privately with members of the famous band Barenaked Ladies or take drum lessons with legendary singer Mick Fleetwood at the O2 Arena in London.

The Lifetime Diamond card is made of metal and features exquisite engraving. Photo: Superadriane.

"Furthermore, you'll still have a room even if the hotel is fully booked, you can extend your stay even if you've already made reservations, or even attend the Grammy Awards. That's something anyone would want," Weinstein said.

Explaining the luxury offered by the hotel to its special guests, a senior Starwood executive shared: “The top 2% of loyal customers generate 30% of the chain’s profits. Therefore, the smart approach is to invest in relationships, fostering closer ties between both parties.”

According to vnexpress.net