Could you take the loyalty club to a new level?
I may be a little old fashioned here, but I have to admit to enjoying personal service rather than blanket vouchers to lure me back somewhere. Many places whether they are hotels, shops, airlines or casinos give you something back in the way of money off. Sometimes this gets pushed a little further and they upgrade you so that you get to sit in the VIP lounge or get a suite. On other occasions they have spent a bit of time and thought working out what you like to buy and then send you offers specific to that.
How about they spent some time working out what you liked to do or any preferences which don’t involve buying. Could the next generation of loyalty help you out a little more when you go somewhere? My vision is of a loyalty app / card that goes a bit further than giving you coupons. Shops and casinos gather data about you when you spend or play. Some places could also work out a bit more about your life style.
You are now staying at a hotel where you have a loyalty membership. You check in and your room is set at your usual temperature, the bath or shower the same. There is a few minutes to kill while you unpack and you turn the TV on, which comes up with your most watched channel set at your usual volume. None of this is difficult to as many of these devices are now becoming centrally linked and managed.
How about another step? The mini bar is already stocked with what you would buy in the bar downstairs. On the desk is a letter telling you about menu changes at the restaurant you frequent and a few tips related to previous concierge services you may have used in the past, for example a new show in town. If you are in a hotel casino, wouldn’t it be nice if they also handed out some playing strategies or instructions for new table games or machines similiar to ones you have tried before?
Much of this can also be floated as possible itinery content for an in-house loyalty app or website. If you want to set up the room temperature for that season and city, then the changes activate as soon as they have you checked in at the front desk.
If you are tech and service savvy, please take some of these ideas, but I must insist you let me try them out for you 🙂