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Loyalty Plans At Hotels - For Beginners
Sep 26, 2008

The Wall Street Journal reported on hotel loyalty programs and how long term benefits of membership can still accrue to loyal members. Read Full Article

I have been a member of Marriott's loyalty program since 1983. On the 20th anniversary of their rewards program,  Bill Marriott decided to recognize their early adopters / members by granting them lifetime membership in their Marriott Rewards program with Platinum level membership status.  As a recipient of that level of recognition,  I  have been recognized for my loyalty throughout those years.  That recognition was not expected, but because Marriott is a benchmark Service excellence company, Bill   Marriott saw an opportunity to "create a memory" and reward loyalty for their early adopters. 

Differentiating themselves through their behavior clearly reinforces the bridge to client loyalty. I , as an individual am not traveling at the rate I did in my Unilever days, but with Marriott I continue to enjoy the lifetime benefits they decided to award to all of their early members.  So many airline carriers or retailers today, who have loyalty programs, fall short in rewarding loyalty by only recognizing what  have an individual has done lately.  Congratulations  Bill Marriott  to you and your fine company;  how you do what you do continues to differentiate Marriott from your competitors.


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"How You Do What You Do", by Bob Livingston

 
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