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Chicago AMA l Brand Butler Jan 2012 l Kimpton Hotel presentation
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Chicago AMA l Brand Butler Jan 2012 l Kimpton Hotel presentation

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A presentation delivered by the General Manager of Chicago Kimpton Hotel.

A presentation delivered by the General Manager of Chicago Kimpton Hotel.

Published in: Education, Travel

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  • 28 4-star hotels
  • Since the company’s inception in 1981, Kimpton has been among the industry leaders in using guest facing technology to improve guests’ hotel experiences. Kimpton’s operating team has repeatedly discovered innovative ways to use technology to improve guest experiences rather than generate revenues. Successful uses of technology offerhigher efficiency while also creating opportunities for personalization, providing more chances for Kimpton Moments. Some of Kimpton’s most successful uses of technology include: IPOD stations, alternative check-in kiosks, retinal scanners for top floor suite access, RFID in room key cards and flat panel HDTV’s in guestrooms. On-going relationship with owner / developer partners
  • These are the tangible benefits of InTouch…..RTMB, $30 spa credit, Free WIFI, Earn Rewards, Passport, Inner Circle, Exclusive offers…Our program fosters Kimpton Moments. The stuff of great moments is available in details for the program.
  • Eric, shirley, Jami
  • Transcript

    • 1. Agenda• Discuss the Kimpton Brand• when and how it started• how it has evolved• a leader in innovative offerings to the guests that help build loyalty• create original unique Kimpton Moments for our guests.• Will tell you a few stories and anecdotes• Evolution of Kimpton’s loyalty program called Kimpton in Touch• how it is different than the typical miles/rewards program• how it has helped generate significant business for the brand• what are some unique features of the program
    • 2. Kimpton History The Original• In 1981, Bill Kimpton pioneered the boutique hotel concept in the United States - providing weary travelers with a haven of comfort, service, security and style. He loved European style boutique hotels when he traveled.• Today we stay true to Bill Kimptons legacy by offering personalized service, feel-good amenities like our Hosted Evening Wine Hour, and one-of-a-kind hotels and chef driven restaurants. Staying True to You• Started branding the Kimpton name in 2004, 23 years after we opened the first hotel. Why did it take so long?• At Kimpton, we believe in a culture that includes people, one that celebrates the individuality of our guests and employees alike. Devoted to the greater good and have led the hospitality industry with our innovative EarthCare program and Social Responsibility.• Perhaps its this unique mix of individual expression and social responsibility that inspires a strong emotional connection with our guests. According to Market Metrix Hospitality Index™, Kimpton has the highest customer satisfaction scores (93%+) and emotional attachment scores (89%) of any hotel company operating in the United States.
    • 3. CONFIDENTIAL Kimpton At A Glanceo Kimpton is the largest boutique hotel company and premier restaurant operator in the U.S. • 54 properties • 24 markets • 12,000+ rooms • 6,500+ employeeso Kimpton is almost twice the size of our next nearest competitor in terms of open properties
    • 4. CONFIDENTIAL Kimpton Portfolio - National Scale & Distribution Seattle Alexis Hotel Hotel Monaco Hotel Vintage Park Portland Hotel Monaco Hotel Vintage Plaza Boston Nine Zero Hotel Onyx Hotel Cambridge San Francisco New York Hotel Marlowe Argonaut Hotel 70 Park Avenue Harbor Court Hotel The Muse Hotel Hotel Monaco Ink48 Hotel Palomar Chicago Eventi Hotel Hotel Triton Hotel Allegro Philadelphia Prescott Hotel Hotel Burnham Hotel Palomar Serrano Hotel Hotel Monaco Alexandria Salt Lake City Denver Sir Francis Drake Hotel Palomar Hotel Monaco Baltimore Hotel Monaco Hotel Monaco Tuscan Inn Morrison House Hotel Monaco Lorien Hotel Cupertino Washington DC Cypress Hotel Aspen Hotel George Sky Hotel Hotel Helix Arlington Hotel Madera Hotel Palomar Los Angeles Hotel Monaco Hotel Palomar Westwood Hotel Palomar Hotel Rouge Scottsdale Topaz Hotel FireSky Resort & Spa AtlantaSan Diego Hotel PalomarHotel Solamar Dallas Hotel Palomar Hotel Lumen Vero Beach Vero Beach Hotel Miami Epic Hotel
    • 5. CONFIDENTIAL Kimpton’s Palomar Hotels Kimpton now boasts 8 unique Hotel Palomar properties across the country. The Hotel Palomar is a sophisticated artful luxury retreat.Hotel Palomar, Dallas Hotel Palomar, D.C. Hotel Palomar, Philadelphia Hotel Palomar, Los AngelesHotel Palomar, Arlington Hotel Palomar, Chicago Hotel Palomar, San Francisco
    • 6. CONFIDENTIAL Kimpton’s Monaco Hotels Kimpton now has 9 unique Hotel Monaco properties across the country. The hotel Monaco is vibrant, eclectic, whimsical and full of energy.San Francisco Denver Salt Lake City Washington D.C. Portland Alexandria Chicago Baltimore Seattle
    • 7. CONFIDENTIAL Kimpton’s 4-Star Collection Kimpton’s 4-Star Collection of hotels represent the majority of our collection. They are moredashing than dignified, more lush than luxe… these hotels are groomed to four-star status with a style that’s refreshingly Kimpton. Hotel Solamar Eventi Ink48 Argonaut Hotel FireSky Resort & Spa Epic Hotel
    • 8. CONFIDENTIAL Kimpton – a Different Boutique Hotel Company• Kimpton properties are designed for people who want an exciting and welcoming alternative to boring “cookie- cutter” chains.• The Kimpton culture inspires employees to continually deliver extraordinary guest service – forging genuine and authentic emotional connections that then inspire guests to tell others about their Kimpton experience.• Kimpton customers care about expressing their individuality and being recognized as individuals by Kimpton employees who are encouraged to be themselves and interact with guests in an authentic and natural manner.
    • 9. CONFIDENTIAL Kimpton Brand Focus: To Be The Best Loved Hotel Companyo 68% of 1st time guests come to Kimpton based on word of moutho 58% of 1st time guests leave feeling like they have “a relationship with the hotel”• For our guests: Our mission is to create an emotional connection with every one of our guests; to deliver highly personalized service across our entire collection of hotels and through our marketing efforts.• For Kimpton: By establishing personal connections with our guests, we derive more business from our existing customer base, build our marketing database, drive cross-sell business across properties and attract new customers to Kimpton.
    • 10. Brand PositioningPositioning Every Hotel, Restaurant, Employee and Guest is a celebration of individualityVoice Key Filters of Copy and Imaging Improve our cachet ● Drive rate ● Reinforce our reputation of fun ● Bring out guest’s inner childBrand Pillars Care  Comfort  Style  Flavor  Fun 2011 Leading Programs Like a Local Kimpton Restaurants InTouch Wellness2011 Supporting Programs Eco ● Goldfish ● Robes ● Charities ● Pets ● LGBT
    • 11. Our Loyalty Program: Kimpton InTouch
    • 12. InTouch Today• Stared InTouch in 2002• Grown significantly over the last ten years• 1.2MM+ members• 2,000 elite members – called Inner Circle• 28% of Kimpton’s revenue is from InTouch members
    • 13. InTouch Program Benefits• Pre Arrival Welcome Email• Preference: pillow type / room location• Free WIFI• Raid the Minibar $10 Credit ($15 in New York)• $30 In Room Spa Credit (participating hotels)• Newspaper of choice delivered to your door• Exclusive Members Only Special Offers• Earn Free Nights• Earn Elite Loyalty Level• Surprise & Delights
    • 14. Personalized Room Preferences• Feather or Foam Pillow• High floor or Low floor• Near or away from elevator• Etc…
    • 15. InTouch Benefits 2011
    • 16. InTouch & Restaurants• Kimpton restaurants are promoted in all offers
    • 17. InTouch Benefits 2011• InTouch Welcome Amenity• $10 Raid the Mini Bar card• Given at the front desk during check in• Accompanied by a personal welcome note
    • 18. InTouch Benefits 2011$30 off for InTouchmembers
    • 19. InTouch Benefits 2011$30 off for InTouchmembers
    • 20. Surprise & Delights• Unpublished gifts that are sent to our InTouch members throughout the year• Purpose: Just to say: “We love you!”• Past Gifts: • Wine • Pet Beds • Pedometers • Chocolate
    • 21. InTouch Business Argument• We need a loyalty program to remain competitive• InTouch promotes brand awareness • More Kimpton hotels you visit = more rewards • Loyalty marketing exposes all hotels & restaurants• InTouch pays for itself • Kimpton InTouch ADR is higher than brand ADR • InTouch ADR = $195.77 (2011 YTD) • Brand ADR = $190.39 (2011 YTD) • Loyalty marketing = $4-5 million a year • Loyalty fee is substantially less than all our competitors
    • 22. InTouch Positioning• Complimentary Benefits • WiFi • Raid the Mini Bar • No Blackout dates / hotels for Reward Travel (2012)• Preferences (not points) • Personal Note • Pillow, room type, newspaper, room location • Inner Circle custom amenities• Exclusive Events • InTouch Events, Women InTouch, Inner Circle Dinners• Unpublished Rewards • Surprise & Delights • Year End Bonus
    • 23. My Offers
    • 24. Fall InTouch Exclusive Email• Launched 10/26• Rates from $99• $1,148,182 Room Revenue • 2010: $655,047• 4,117 Reservations• 7,551 Room Nights• $152.07 ADR (2010 - $138.58)• Email Audience • InTouch Active 338K • InTouch Inactive 539K • Repeat Guests 54K • Email Profiles 60K • Departure Log 336K
    • 25. InTouch Exclusive Offers Allegro/Chicago SRP Code: ALLFUN Launch Date: 8/10/2011 Participating: Allegro/ChicagoReporting Start Date: 8/10/2011Reporting End Date: 8/23/2011 Nights 723 Room Revenue $ 87,037.00 ADR $ 120.38 Open Rate* 19.88%Click through Rate** 9.52% Rates Starting at: $99.00 Valid Dates: Thurs-Sun Valid Days: 8/10-12/30 Book By: 8/17
    • 26. How does the property connect?• Were you welcomed or acknowledged as a Kimpton InTouch member upon arrival?• Yes• Did you receive your Raid the Mini Bar card as a benefit of the Kimpton InTouch Guest Loyalty Program?• Yes• How important was the Kimpton InTouch program in your decision to stay at Hotel Palomar - Chicago?• Very important• What do we need to know about your Kimpton InTouch experience?• My husband and I would like to thank you for making our stay this past Wednesday-Saturday so special. We enjoyed the ambiance of the hotel, and really enjoyed the Sable restaurant. My husband is a Platinum for Life member of Marriott, and we have traveled extensively for both business and pleasure. Deviating from a Marriott property is something that we usually would not have considered. We cannot say enough about our experience at the Palomar, but we must say that it would not have stood out without the assistance during our entire stay of your concierge, Bobby Gonzalez, and the hotel manager, Nabil Moubayed. Bobby went beyond the call during our entire stay. He was extremely professional and pleasant during the check in process, and helped us several times during our stay. We have had many experiences over the years with hotel employees, and he stands out among the best. The hotel manager excedded our expectations! We will definitely stay with you again when we come back to Chicago. You and Bobby truly made our experience unique.
    • 27. 2012 Top InTouch Projects• Restaurants• Richer Rewards• Last Minute Deals• Online Reward Bookings• Events• Pre-arrival Emails
    • 28. Last Minute Deals• Page will live within the InTouch section of KH.com• Dynamically pull rates based on the “LMD” rate code over the next 7 days• Hotels can specify flat rate and number of rooms to sell at that rate per day• Example: 5 rooms at $99 (once 5 have been sold, rate would no longer show on page)• Estimated Soft Launch Date: December• http://dev.kimptonhotels.com/intouch/KITMyStoryLastMinuteD eals.aspx
    • 29. Online Reward Bookings• Guest logs in to their InTouch account• Book now buttons appear next to reward certificates on their “My Free Nights” page• Book now links pass user to Guest Connect to continue their reservation• http://www.kimptonhotels.com/intouch/KITMySto ry2.aspx
    • 30. Last Minute Deals• Page will live within the InTouch section of KH.com• Dynamically pull rates based on the “LMD” rate code over the next 7 days• Hotels can specify flat rate and number of rooms to sell at that rate per day• Example: 5 rooms at $99 (once 5 have been sold, rate would no longer show on page)• Estimated Soft Launch Date: December• http://dev.kimptonhotels.com/intouch/KITMyStor yLastMinuteDeals.aspx
    • 31. Facebook Update! Over 5,000 Like Us!!
    • 32. Inner Circle: InTouch Elite Level 15 Visits or 45 Nights
    • 33. Inner Circle Benefits• Complimentary Upgrade• Custom Welcome Amenity• Complimentary Night Offer at New Hotels• Chef’s Course at Kimpton Restaurants• CEO’s Phone Number• VIP Reservation Line• 48 hour guaranteed availability (paid room)• 48 hour guaranteed availability (reward night)• VIP Inner Circle Dinners• Year End Bonus Rewards
    • 34. IC Welcome Amenity Example
    • 35. Year End Bonus Rewards• Unpublished “surprise” rewards• End of year we look at all IC members and their stay/spend with us• We give $200 - $1000 bonus gifts to all members at the Inner Circle level
    • 36. Inner Circle Dinners• One Inner Circle dinner per month• Private dinner with chef, wines selected by the sommelier• Hosted by a Kimpton Executive
    • 37. Program Level Benefits InTouch level Inner Circle levelEnroll / Earn Just sign up it’s free Stay 15 times or 45 nightsWelcome Amenity Raid the Minibar Custom IC AmenityPersonalized Preferences Newspaper / Room Preferences Newspaper / Room PreferencesIn Room Spa Benefit $30 off Spa $30 off SpaEarn Rewards 7 visits / 20 nights 7 visits / 20 nightsReward Redemption On availability 48 hour GTD availabilityRoom Upgrade Room Location Preferences At least next room categoryRestaurant Benefits Friendly Smile Comp Chefs CourseReservation line Standard VIP lineReservation Benefits Book direct w/ InTouch profile 48 hour GTD availabilityCompliments / Complaints? Service Desk Mike Depatie Direct LineSpecial Events Yep, exclusive parties Cocktail Parties & Intimate DinnersNew Hotel Openings Exclusive Discount Comp sneak peak offerUnpublished Rewards Surprise & Delights Year End BonusBragging rights at the club Not so much Envy of all
    • 38. Thank you