Personalization , instant gratification is the ‘ holy grail ’ of evolving hotel loyalty Programs .
contributed by JEri CLauSing
When Virgin Hotels opened its first hotel in Chicago this year , it launched a new loyalty program that — in true Virgin fashion — is designed to shake things up . Centered around personalization , surprises and instant gratification , Virgin ’ s The Know program is building on what Doug Carillo , vice president of sales and marketing , calls the “ holy grail ” of the next generation of loyalty programs .
“ It really focuses on their preferences , how we personalize their stay ,” he says ,
24 HOTELS March 2015 www . hotelsmag . com