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Virgin Hotels Introduces ‘The Know’ & Invites Guests to Personalize Their Stay


Prior to Virgin Hotels’ first property opening in Chicago in 2015, the company invites guests to enroll in “The Know” — a hotel preference program.

Virgin Hotels plans to open its first location in Chicago in 2015, and in conjunction with that, the company has bid farewell to traditional hotel rewards programs. With the opening of the property, Virgin is introducing a new type of perk — The Know.

The Know is a hotel preference program. Potential members enroll online and fill out a questionnaire about their loves and loathes in a hotel room, then Virgin customizes the guest’s room before their arrival. Aspects noted by the hotel include if the guest is afraid of heights, has any pet peeves, travels with a partner or a pet (and what their favorite treat is), has any allergies, has minibar and music preferences, and how they prefer to spend spare time.

The hotel then offers guests a chance to stay “in the know” through email announcements, texts or social media. Guests enrolled in The Know will receive information and invitations to exclusive events. They will also enjoy surprises on birthdays, anniversaries and special occasions, complimentary room upgrades, activity arrangement prior to arrival, special offers on rooms and food, and exclusive opportunities with other Virgin companies.

Virgin’s goal is to make guests feel like the hotel is their own, customized to their specific needs and desires. To Virgin, the idea of a traditional rewards program is stale, and they plan to personalize every aspect of their service with The Know.

[Photo: Virgin Hotels]

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