The folks at Kimpton have asked me to withhold the name of their new loyalty program until it’s release next week, and since they are a decent bunch of people I’ll do just that. As many of you know, I selected the Firesky Resort and Spa in Phoenix for our next DO, and was very excited to try a boutique brand that has a stellar reputation.
Kimpton has had a loyalty program in place for some time now, but it was a little childlike in comparison to the competition. With just two tiers, and the top tier including direct telephone access to their CEO, it seemed a little too idealistic in a world that has co-branded cards, quota’d room upgrade vouchers, free wifi for some, and free breakfast for others…
I don’t know a lot about the new program, but I believe it to be a 4 tier program, the other major player with such a system is Hilton, ranging from Blue level (which you get for smiling at them, and includes them not charging your spouse to stay with you… really?) all the way up to Diamond, with free Breakfast and an armed helicopter escort through the city of your choice twice a year (going from memory here, it could actually just be a scene from 24) you can check out the details of the Hhonors program here to confirm that.
Are we going to see a co-branded credit card?
With the maturity of the new loyalty program, it would be anomalous of Kimpton to not partner with a major bank in order to deliver a co-branded card to promote their loyalty program. Barclay could be a strong contender for this slot, since they clearly are chasing after Chase with the Arrival/CSP battle, and they don’t have a strong Hotel partner. Chase has Hyatt, Marriot and Fairmont, Citi has Hilton (as does Amex, but we know that the Hilton’s like to get around) this would be a real win/win combination.
My only worry…
I hate structured loyalty programs. Structure equates to process and a quid pro quo approach to loyalty. As a Diamond with Hilton you ‘deserve’ the breakfast and the upgrade. It is part of the deal… never mind that you might have acquired such status purely through credit card spend. I like people to be valued, and I like employees to be empowered to reward not only loyalty, but impromptu recognition where it is due.
We actually had a bit of an incident with Firesky, the day that I announced the hotel we sold out tickets to the event in under 2 hours, and there was a snafu with our room block for a discounted rate. I tried to resolve it a number of ways, but even as a boutique brand, and before the next bold step for this company, my contacts were somewhat limited by arbitrary procedures.
In the end though, after speaking with about 6 different people via email and phone we got it fixed. I noticed that everyone was working with me to make it right, and trying to work around systems that were in place. Ultimately, empowered individual staff members, from the person cleaning your room, to the CEO on direct dial make the difference in a brand. I had an exceptional experience dealing with a problem at Firesky, and my only worry is that more structure might mean less ability to go the extra mile the way they have done to date. I’d also like to give a special thank you to Jessica, Sarah and Joe at the resort for helping get things on track for what will be a fantastic event in November.
Strangely, I would normally be pissed off at having to talk to so many people to get something fixed, but I could feel their genuine desire to help, and even though it was something that I would rather hadn’t happened, the level of care I received from Kimpton gave me a lot of confidence in them as a company. They certainly realize that every mistake that can happen is an opportunity to show how awesome you can be.
I’m really excited about Firesky, and I’m kinda happy for Kimpton growing up, but maybe the new parent in me would rather they stayed young for longer.
The problem I’d see with Kimpton going to a more structured program, especially with 4 tiers, is the small size of their portfolio compared to the next guy on that list – probably Hyatt? They need to be careful not to turn people off – I stay at Kimptons on occasion over a Hyatt, where I’m a Diamond, because they offer some kind of unique value from property to property, and also treat their infrequent guests quite well. If the new program means I’m treated like a kettle the off chance I stay at one, I’ll just stick to Hyatt where I know generally what to expect.
It’s true in many industries, but a little guy emulating the big guy isn’t always the path to success. Sometimes you need to be disruptive, and Kimpton’s current program sort of is – except for the small number of hotels. Work that out first, then chart a formal elite program.
Yep, we will see.. it is easy to get lost in policy and procedure, but good people can still make it work.
Hmm, maybe the timing of the new program’s release explains why I received no reply to the status match email I sent them on Wednesday. Might you have a phone number in your bag of tricks for someone who could check on my request?
I have a feeling I may end up being status-matched to the new system which will probably be to my disadvantage. Guess I waited a little too long to jump on it. First world problems….
It took about a week for me. I think that the program will launch at the end of the week- Friday perhaps. If you don’t get a match by Tuesday send me an email.
Thanks, will do.
I’m all for structured programs, especially ones based on CC spend (like Delta and Hilton). I’d prefer an issuer who is less picky about inquiries than Barclays.
Kimpton needs to do something special to attract my business away from rivals like SPG/HH/Hyatt. Something akin to Carlson’s second night free. If they did so, I’d actually consider staying at Kimpton as their properties are generally much nicer than domestic Carlson’s (which I can’t see myself staying any time soon).
Well yes, there is certainly a benefit to knowing what you can expect… I agree with that. I have to say I think US Bank is the pickier of the two though – took me 3 attempts to get the Carlson card! But I have also been declined by Barclays back in the day too.