Dear all,

my name is Michael and I am Professor of Marketing at a Business School in Paris, France.

For my class on Customer Relationship Management I'm looking for an example of a very good loyalty program, which is either run by an airline or a hotel chain. I'm mainly looking for programs that provide outstanding benefits to top clients. My usual example is the Lufthansa HON, but I'm not sure whether this is really the best one.

Could anyone help me on that? What's the best program you know and which benefits does it offer to top clients? Also, any "objective" information, like links to web pages or pdf that summarize those benefits, would be very helpful.

I'm looking forward to reading your feedback and to engage in a discussion with you. Thanks very much for your help in advance!

Best,

Michael

This may be helpful:

http://www.insideflyer.com/articles/...e.php?key=4605

Thanks very much - that's a great overview!

Does anyone know whether there are any additional benefits that come along with the top status (e.g. Hilton HHonors Diamond, Hyatt Gold Passport Diamond, Marriott Rewards Platinum)? I mean anything on top of getting free hotel nights in exchange for points. For example, is there a room availability guarantee, no matter when and where you want to sleep? Or always your favorite fruit in your room? Anything that makes you feel really special?

In the hotel loyalty program section of FT, there are several top programs that have their own forum. In each, there should be a FAQ thread at the top of the page that will spell out the different benefits available to members at the various elite levels. Same is true for the individual airlines.

Since this topic is better served in MilesBuzz! rather than Mileage Run discussion, I am moving this thread over there.

Kind Regards


rcs85551
Moderator, Mileage Run forums

I tried to have a look at the FAQ section of a couple of different hotel/ airline programs, but didn't manage to find the information I was looking for.

As I said, I'm mainly interested in beneftis to top status clients that go beyond free nights/ flights. Anything that is truly exceptional and makes you feel special and valued by the company.

Any airlines/ hotels that are particularly good at that?

InterContinental Royal Ambassador.
Free mini-bar is very good.

I second that. IC RA is IMHO the best hotel program by the OP's definition.

Are there any other benefits that come with InterContinental Royal Ambassador, besides free Minibar (which sounds great in itself, I agree ...)?

Starwood offers their Platinum members a "platinum amenity" upon check-in, which can range from SPG points to a free bottle of wine or even some local art (there are threads in the SPG forum on this). Just yesterday, they offered a batch of free NCAA tournament tickets to Platinum members. And there's also some sort of free gift every year. There are also complimentary suite upgrades when available.

You're right - the list seems pretty impressive:
http://www.flyertalk.com/forum/starw...cal-gifts.html

Any other programs that work in the same spirit?

Guaranteed upgrade to executive room, club room or suites.
Free movie per stay
Welcome gift (I've received anything from a bottle of wine to travel wallet to some kind of china)
to name a few.

What about airlines? Do they provide similar offers for the top customers?

About the best offerings I know of are upgrades, priority boarding, access to better agents, and waiving some fees.

Also other things, like making the aircraft wait for your late arrival or having your favourite food served to you although it's not part of the standard inflight meal? Or anything else in that spirit?