It’s nice to offer rewards program members personalized perks, but we’re waiting to see whether assigning members to tiers based on a formula that isn’t transparent will be popular among those for who loyalty programs are an art.
Kimpton Hotels & Restaurants tossed out its points-based Kimpton InTouch loyalty program, and replaced it with a rewards program that uses a proprietary formula to assign members a cumulative score and loyalty tier based on room stays as well as “engagement” factors, including tweets, direct bookings, and attendance at wine hours or exercise classes.
The new program, Karma Rewards, takes personalization to new levels in that “it allows Kimpton to recognize each member uniquely, and reward them accordingly,” the chain states. “There is no one-size fits all.”
Kimpton used the promise of free Wi-Fi in its properties and a “raid the minibar” bonus to get guests to sign up for its InTouch program. It’s keeping those perks for the Karma program. Existing InTouch members automatically become Karma Rewards members.
The chain is using social to get out the word about its new program, promising some influencers free stays in exchange for endorsements of Karma Rewards on their blogs or sites like Facebook and Twitter.
The launch of Karma rewards coincides with a redesign of KimptonHotels.com and the chain’s blog.
As with the prior rewards program, Karma Rewards members still earn a free night after seven eligible visits or 20 stays, but would also get perks based on their tier assignments and how they engage with Kimpton Hotels.
Kimpton employees will be able to input information into an in-house system regarding “things they overhear and observe about your behavior during your stay as well as what you put on your questionnaire when you join the program…” Kimpton states.
Spa credits, a special treat from the chef and personalized perks would be among the rewards being distributed, Kimpton states.
The new program goes into effect July 16, and is free to join.
Kimpton details Kimpton Karma benefits here.
Kimpton promotes Karma Rewards in some new videos, including this one: