Member Recognition

​MEMBER RECOGNITION

​Prepared by: Michael Pagatpatan

​Overview

• Recognizing IHG One Rewards members at Check-In is your chance to make a great first impression on behalf of your hotel.

• When we treat our members as more than a membership number and instead see them as individuals, it leads to continued loyalty and so much more

• When members are recognized:

They will score your hotel 5–10% higher on the HeartBeat survey

Their intent to return increases to over 85%

 They are 34% more likely to recommend your hotel

Member Recognition​

LOYALTY RECOGNITION TARGET: 75%​

Loyalty Recognition Calculation

In July 2022, the Greeted (Loyalty Recognition) and Welcome Amenity questions were added back to the HeartBeat survey.  The Loyalty Recognition calculation is based solely on the Greeted question.

 

The Greeted (Loyalty Recognition) and Welcome Amenity questions were added back to the HeartBeatsurvey.  The Loyalty Recognition calculation is based solely on the Greeted question.​

-Yes, my status was recognized

-No, I was not recognized

-I don’t remember​

Member Recognition​

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(Total YES responses) / (Total YES + NO responses)

​Sample calculation

​65 Yeses and 14 Nos

​65 / (65 + 14) = 82.27%

 

Note that “I don’t remember” responses are not calculated into the score​

Member Recognition​

Different ways to consistently recognize members

Welcome the member by name, recognize their member status, and thank them for  their loyalty​

Sample: “Because you are a Platinum Elite member, I’m a delighted to let you know that I have upgraded your room to a next category with a great view of the city”

 

“Mr Smith, I would like to thank you for being one of our IHG One Rewards Diamond member, we thanked you for your loyalty.”

 

“…..as a valued IHG One Rewards Platinum member, we have prepared a (mention amenity or preference)….. thank you for your loyalty”​

Member Recognition​

Tell them about a benefit they will receive that is specific to their member status, e.g., Welcome Amenity or Complimentary Upgrade.​

​Sample: “Mr Ramos, since you are one of our IHG One Rewards Diamond members, your have an option to choose your Welcome Amenity: 500 IHG Points, Drink or Snacks, or Hot Breakfast for 2 persons? Which do you prefer?”

 

“ Mr Santos, because you are one of our IHG One Rewards Platinum members, I have upgraded your room to a King Size on a higher floor. Once again, thank you for your continued loyalty”

 

Thank them for their loyalty when using their Milestone Reward, e.g., Annual Lounge Membership, F&B Rewards or Confirmable Suite Upgrade

Member Recognition​

MAKE A PERSONAL CONNECTION

• Develop your own “personal greeting” based on the type of guest – e.g., a member staying  on business versus leisure; don’t make it a one-size-fits all greeting

• Whenever possible, greet members in their own language

• Use Welcome Letters/Notes/Courtesy Calls in addition to a conversation to make a personal connection

• Use the IHG One Rewards Welcome Letter template to create a personal welcome letter for  our members that will make their stay more enjoyable.

Member Recognition​

MAKE A PERSONAL CONNECTION

• ​Whenever possible, all Diamond Elite and Royal Ambassador members should be personally welcomed by the Duty Manager or receive a Welcome Letter from the GM.​​

• A callback is a great way to re-affirm a member’s status and ensure that they have everything they need for their stay

• Use their status as an opening to the call

• As a minimum, your team should call all Diamond Elite members

• Diligently hand over the drink and IHG One Rewards vouchers at check in to recognise the members

Member Recognition​

FRONT OFFICE BEST PRACTICES​

• Front Desk and GRO

  -Greet guests at least 3 times during the check-in process. (1. Welcoming 2. Reconfirmation of booking (encircle the membership in RC and 3. Hand over of key cards)

  - After check-in, call the guest to check if everything is in order in the room.

  -  If the guest has luggage for delivery, pls advise the Concierge team about the guest's membership so they can greet the guest.

  -Hand over welcome card and cake if amenity was not set up in the room.

Member Recognition​

FRONT OFFICE BEST PRACTICES​

Guest Service Center

-If guests call to request amenities/toiletries, please greet guests based on their membership.

Sample: “…is there anything more I can assist you, Mr. Cruz? Once again thank you for continued loyalty.”

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-Departure courtesy call. GSC staff to call if the guest will be extending the stay or not.

Sample: “ Good morning, Mr. Smith! This is Toni from Guest Service Center. I see that you are checking out today? I would like to reconfirm if you are planning to extend your stay or would you be needing assistance with your luggage?  Because you are one of our IHG One Rewards Base members, we are happy to extend late check out for you at 1 pm. Again, thank you for your continued loyalty”​

Member Recognition​

FRONT OFFICE BEST PRACTICES​

Airport Representative

-During meet and greet in the airport with transfer in request, greet guest and thanked them for continued loyalty.

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Sample: “Welcome back, Mr Faferko. Thank you so much for being one of our IHG One Rewards Platinum member, thank you for your continued loyalty”

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“It was nice to see you again, Mr Aniel. Your car service is already waiting for you in Bay XX. Once again thank you for being one of our IHG One Rewards Platinum member.”

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Member Recognition​

FRONT OFFICE BEST PRACTICES​

Concierge

-During delivery of luggage, staff to check the membership status of the guest and greet as IHG One Rewards member

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Sample: “Hello Ms Galang, here are your 6 pcs of luggage. Once again, thank you for being IHG One Rewards Platinum member. If you need further assistance, please call us by dialing “0”. “

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“Good day, Mr. Abengoza. here's your car key. Once again, thank you for being IHG One Rewards Platinum member. Have a safe journey.“

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Member Recognition​

RECOGNITION SCIENCE​

Recognition Science is a three-step check-in experience which has been enhanced to make IHG One Rewards members feel more recognised.

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The enhanced process incorporates learnings conducted by behavioural economics experts on guest psychology and delivers the key ingredients that make an interaction memorable.

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"Recognise, Register, Remind" are the three steps to make IHG One Rewards members feel more valued and, in turn, increase Member Recognition scores.

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Member Recognition​

STEP 1 - RECOGNISE​

Get the basics right! - Greet members by name, thank them for their loyalty, and acknowledge their member status. Then give meaning to their membership by highlighting a member's exclusive and immediate benefit. Draw their attention by using the phrase: “Because you’re a member...”

 

Example: “Because you’re a member, in preparation for your arrival we have pre-allocated your room according to your Stay Preferences. It is on our highest floor and in a quiet location.”

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Starting with the "Because you’re a member..." phrase helps to prime the member’s attention. Explaining what you have done to prepare for their arrival is called “The Labour Illusion”.

Member Recognition​

STEP 2 - REGISTER

During the registration process, let your members know something unique about their membership using the phrase "Did you know...?"

 

Example: “Did you know you are just 5 nights away from the Silver Elite status? When you’re a Silver Elite, you’ll automatically earn 20% extra points each time you stay.”

 

The science behind this is called “The Value of Novelty” - our attention is easily drawn to what is new and different.​

Member Recognition​

STEP 3 - REMIND

At the end of the check-in process leave your members with a personal commitment and a tangible reminder. Make sure to say your name and write it, along with the front desk extension on the back of the key card wallet, making a final remark about the guest's membership:

 

Example: “My name is Mark. As a member, your experience is of most importance. Please do let me know if there’s anything we can do to improve your stay. We’re always here to help.”

 

The science behind this is called “The Peak End Rule” - our memory is heavily influenced by how an interaction ends.

Member Recognition​

Multiple Choice

What is the three-step check-in experience which has been enhanced to make IHG One Rewards members feel more recognized?

• Member Recognition

• Loyalty Science

• Recognition Science

Multiple Choice

What are the three steps to make IHG One Rewards members feel more valued and, in turn increase Member Recognition scores?

• Recognise

• Register

• Remind

• All of the above

Multiple Choice

What phrase help to prime the member’s attention?

• "Because you are a member...."

• "Did you know....?"

Multiple Choice

The phrase that let your members know something unique about their membership?

• "Did you know....?"

• " My name is ..."

Multiple Choice

The science behind “The Labour Illusion"?

• Recognise

• Register

• Remind

Multiple Choice

The science behind this is called “The Value of Novelty”?

• Recognise

• Register

• Remind

Multiple Choice

The science behind this is called “The Peak End Rule”

• Recognise

• Register

• Remind