A New Wall Street Journal report details Hotel companies' luxurious 'secret' rewards programs for select loyalty members.
Photograph by Gary Houlder — Getty Images
By Chauncey L. Alcorn
July 28, 2016

Some of America’s top hotel chains provide their repeat high-end customers with perks most of us don’t even know about.

The Wall Street Journal detailed the luxurious gifts and goodies hotel companies like Hilton Worldwide (hlt) and Starwood Hotels & Resorts (hot) have offered the most valued members of their loyalty rewards programs, gifts like monogrammed bath robes, free luggage and spa visits, even tickets to red carpet events and concerts.

Hilton HHonors reward member Earnest Smith, a Hilton Lifetime Diamond client who works as a financial manager based in Atlanta, told the Journal his loyalty to the hotel chain in February earned him and his wife an invite to a VIP suite to the Grammy Awards.

Massachusetts retail consultant Jenny Mark said her loyalty to Starwood Hotels paid dividends during a recent visit to New York’s Sheraton Times Square when she received an embroidered bath robe with her name stitched into the sleeve.

 

Some hotels even have perks for kids.

St. Regis Hotel & Resorts’ Family Traditions program offers custom-made destination experiences, like the St. Regis New York’s child-friendly scavenger hunts, tours of the city museums, and chef-prepared picnics in Central Park.

“It’s getting the few things right every time that people value the most,” Starwood’s SVP of commercial services Mark Vondrasek tells the Journal.

“You take your best guests, you’re investing in a relationship and you’re wrapping them up tighter than ever.”

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