Last month, I received the following email from Marriott about my upcoming stay.
If I am not a Marriott Bonvoy member? That’s insulting. Spelling and grammar aside, the content of this generic email just makes things worse. We all have different expectations regarding service and that likely also changes given the property we are staying at. However, what’s likely in common is how we feel when it gets screwed up.
This gesture was meant to be a proactive approach to welcoming me to the property; a Ritz property mind you. However, it completely fell flat and missed the mark. What does loyalty get us?
The more and more I travel, I realize its greatest value is the accumulation of an asset – you will accelerate the rate at which you accumulate your points or miles. You will in some instances, depending on the class of hotel you are staying at, receive complimentary breakfast. These are about the only two guarantees.
So, when deciding on loyalty and brand, consider this. Everything else is a bit like hitting the casino or riding a roller coaster; you never know what you are going to get, and you always end up with both highs and lows. We should all get treated with humility and civility.
From one property to another we can hope that the brand you have chosen always shines through. I’d like consistent, reliable, predictable service first. Second, I’d like to be recognized for my loyalty and commitment to a brand and hopefully be pleasantly surprised from time to time. When it comes to elite properties, don’t disappoint me. There is too much choice out there to keep going back for more.
