But is it because the front desk staff is naturally that way, or is it because management told them to do so? I always thought things like kindness come from inside out, not from outside in.

I think when you get that note, they're hoping you'll fill out a satisfaction survey (or in the case of CX a 'comment card'); then you have their names and you can fill that out accordingly. Most people (like you) would toss out these cards, but someone like me will spend a few minutes giving them good feedback which I'm sure that's what they want.

The marketing word is delighting. They are supposed to surprise you and make you feel special, however with hotel elite status the benefits are so uniform it's hard to make it individual.

Good examples:

PH MEL GM used to write me personal, handwritten notes, would always make time to meet me for a drink during my stays and we formed a relationship. He would always go above and beyond, even contacting other Hyatt hotels to ask them to look after me.

Bad example:

When he left the PH MEL the new GM printed the cards, reduced the multiple amenities of wine, chocolates and nuts that were provided to all Diamonds (you never had to choose between this or the points) the decline in service from the top with the former GM couldn't be more stark.

Other good examples:

QF sending bottles of Champagne or wine for Christmas or 'delighting' with tickets to Fashion week. Mercedes Benz inviting customers to Driving Academy Days for free (cost ≥$500.

But make no mistake, the entire purpose is build stronger loyalty from you.

And to address the op handwritten cards are proven method of delighting. In a digital world the time it took someone to hand write a note is intended to make it person. Although with some individual's attitudes mean they never get the point...

The funny thing is that those little personalized surprises could be accomplished really easily if hotel chains used their CRM or frequent guest IT systems properly (and trained their staff accordingly). Actually, I think often the generic 'Welcome back' card in the hotel is nothing else- it gets prompted by a system generated remark that the guest has some sort of status with this chain (which would explain why so many properties 'welcome you back' when you've never stayed at that particular place before ).

But you could customize this in a much better way and that's where the real magic comes from. Let's say someone doesn't like chocolate but is a real boozehead (a certain Sydneyberlin might count into this group) and mentions this to one of a chain's property. This goes into the CRM system and each time another hotel of that chain wants to give me an amenity, this information should come up. Not all too hard really and some hotel chains/airlines really do this!

I'm half with the OP on this one...

I do like to get the notes. I'd prefer they be genuine rather than some corporate mandate. When it's genuine it makes all the difference.

My work travel plans have me usually going between 3-4 cities all the time. As one would hope, many of the staffers will recognize me and strike up a meaningful conversation. One of the bellhops even jokingly will say, "Welcome Home." Or at a few of the restaurants they'll see me walking in and already have my drink waiting for me and ask if I'm going to order my usual meal. When you're on the road 250-300 nights a year, those little touches DO make a difference.

Now, I recently stayed at chain hotel where they were just finishing up a remodel and I was in one of the newly-remodeled rooms. I dropped a nice note to the manager about a few problems that should have been punch-list items, like a bathroom door which wouldn't close and other sloppy workmanship. I received a somewhat generic e-mail that they would use my input to "improve the product." While I'm glad to get a response, I could do without the corporate marketing / business-school verbiage.

Meh, I agree with the OP. The printed cards I get in my hotel room with the manager's signature at the bottom are a waste of paper and a poor attempt at extra service or "appreciating my loyalty". You know what's better? When I arrive at the hotel and the front desk staff greet me with a warm smile and say, "Welcome back Mr. JTP, how was the trip from YYZ? Your bag is already in your room, is there anything else we can do for you?"

It's simple, but I appreciate it.

This is something that the Kimpton brand was very good at. (Maybe still is...I don't know.)

The boozehead would have a couple local craft brews on ice waiting in his room. They wouldn't have to ask: they'd know from what you drank on your first few stays. ^

Ritz Carlton were the first to have customised preferences in their CRM, in fact staff are trained to note when you request something on your worldwide file so another RC can arrange your favourite drink etc.

The PHs and GHs I stay at know I prefer White to Red wine and that's usually reflected in my stays.

What I heard is that hotels have to be extremely discreet about welcoming someone "back". It's fine if you are by yourself, but if any associate or particularly romantic partner is along, they cannot do so. So perhaps they err on the side of safety and don't say "welcome back" to anyone.

I never considered that. However, what I was trying to say is that the current hotel that I'm staying at does treat me like this and I appreciate it. I always get a "Welcome back" greeting when I arrive. The signed card-stock on my desk in my room gets met with an eye-roll and gets thrown in the recycling .

I used to stay 2-3 days in a particular Holiday Inn Express 2-3 times per month (8-10 nights/month). Obviously I was recognized by the desk staff, and we had brief conversations at check in and check out. The hotel had a policy of mailing a handwritten "thank you" card to each guest's home (not sure if it was all guests or only those with status). I mentioned to one of the girls once that people who know me address me by my middle name, even though my ID and credit cards have my first and last name.

Shortly after that, the cards started coming with "Dear Allen" written in them, rather than "Dear James". On a subsequent visit I mentioned that it was a good thing that my wife was a good sport, since other wives might question a card written in female handwriting thanking me for spending the night with her.

After that, the cards said something to the effect of "Dear Allen, thank you for staying with us again." And down in the corner she would write "Hi Barb! =) Thanks for letting us borrow him again!"

That is the kind of personal service that keeps me coming back.

Genuine personalisation can really make your stay.

A card with "welcome back Mr Stut" scribbled on over the dots doesn't do that much for me.

Thoughtful gifts or recognition (e.g. non-alcoholic drinks because they know I don't drink, pre-arranged cycle hire because they know I always use it, poached eggs/dosa/whatever immediately offered for breakfast because they know it's my favourite - even in once case, invitation to breakfast with one of the hotel managers), now that goes a long way.

There was an average, slightly out of the way hotel in Amsterdam I used to keep going back to, because they were so welcoming and good at this kind of thing.

I think some "lower-end" hotels really do this well. The staff, when they are friendly, are genuinely so. I agree with the other posters that "welcome back" and knowing your name just by looking at you is nice. Also the jokes sometimes. "Just because you are a VIP ..."

I have a story about a hotel being too thoughtful. Several years ago, a close male friend was staying in the Shangri-La HK on business for a week. The dates coincided exactly with when I was to be there for pleasure, so he offered to book a twin room to share. Also coincidentally, we share the same surname.

On the second day, I thought that the beds seemed closer together than before, but put it down to my imagination. But through the week, they definitely were moving, until finally no gap remained. Very strange.

It was only on the last day, when the maid said something like, "I hope things are OK now with your husband, Mrs SwissBrit" that the penny dropped - housekeeping thought we were a sparring married couple and were trying to patch things up a bit...!

Well, certainly very personal