How Hotels Are Turning Top-Tier Loyalty Status Into an Experience
Photo Credit: Musician Nate Ruess and guests of Starwood at an experience event for SPG. Starwood Hotels
Skift Take
For those already wealthy, loyalty isn't about points. It's about feeling special.
A funny thing happens when you're so wealthy that currency doesn't matter anymore.
At a dinner for top-tier members of Intercontinental Hotels' loyalty program last month, Skift's Greg Oates spoke with Lara Hernandez, VP of digital, loyalty & partner marketing Americas, about what customers expect out of high-end elite status.
“For those really top tier members who stay with us the most, like those who will be here tonight, they’ve been members for many years across multiple brands, and events like this are an opportunity at the property level to give them an elevated experience and thank t
