Don't get freaked out! It's a sort of way to see a pattern - which I've only seen once. And partly ummm I have no idea how to word this, so I'll just give you an example - I had a guest once who had done a few (maybe 3?) 100%. When I looked at them, I saw that each one was for noise. Okay well, I assumed perhaps he was sensitive so I made sure to give him a really quiet room, even though it wasn't in his comments.
Make sense? I like it for that reason really.
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When my hotel prints the CRM report, we make sure to print out welcome cards for each Gold and Diamond member - on slower days we can actually get to ALL members, but our honors volume is so high it's really hard to do that every day. Anyway, all Golds and Diamonds get their myway, and ALSO water and cookies. That's something we've personally decided to do.
As far as people actually greeting you with "welcome back" - It's not that anyone sees any less, it's that some people aren't doing what they're supposed to. For each member a little window pops up that says one of a few things:
"Welcome to Property" - means you've stayed at that brand, but not that specific hotel.
"Welcome to Brand" - means you've never stayed at that brand.
"Welcome Back" Means you've stayed at this specific hotel before.
Whether the GSA greets you like that or not, is all up to their training!!