Perpetual Engagement

From personalised content to innovative loyalty programmes, luxury hotel companies are on a never-ending quest to earn customer loyalty. But exclusive destination experiences, and unique local offers that encourage us to interact with hotels even when we’re not travelling, mark the dawn of a new era in the age of perpetual engagement.

Creating a sense of place with unique experiences and encounters

BY JOE MORTIMER*

Customer loyalty is priceless. That’s why companies go to such lengths to keep our attention. From fashion houses and perfumiers to automobile manufacturers and watchmakers, luxury brands have embraced the notion of ‘perpetual engagement’: the idea that communication with customers shouldn’t end when we complete a purchase.

We are constantly interacting with our favourite brands, even if we don’t realise it. In-house magazines and online content reinforce the values of the companies we choose to engage with. Personalised newsletters and invitations to events whet our appetite to consume, even when we’re not actively shopping. And social media provides a means for the travel brands we follow to tempt us back with dreamy pictures of idyllic beaches and once-in-a-lifetime experiences.

In the world of luxury travel, loyalty programmes have existed for decades. Today, they provide one of the most effective means for us to stay in touch with the companies we love. For hotel companies, it’s also the perfect opportunity to practise perpetual engagement and interact with us even when we’re not travelling. What started out as simple points-based loyalty programmes decades ago have evolved into more sophisticated models complemented by experience-based rewards, as hoteliers acknowledge that guests want more than just a place to rest their heads. After all, hotels are gateways to new destinations - conduits to cultural encounters, gourmet experiences and transformative encounters - and also serve as a source of local intelligence for visitors.

As customer loyalty continues to evolve, companies that reward their loyal guests with generous and flexible incentives will stand out from the crowd. And those that adopt the philosophy of perpetual engagement, and maintain a year-round dialogue with their customers, will be able to anticipate the needs of their community and provide a service that is truly bespoke.

In keeping with these ever-evolving trends, Kempinski and Global Hotel Alliance have taken the KEMPINSKI DISCOVERY loyalty programme to the next level with several game-changing upgrades, starting with Live Local, a collection of ‘Local Offers’, one-of-a-kind ‘Experiences’ and invitationonly events designed to help members discover Kempinski hotels and the neighbourhoods around them, even when they’re not spending the night.

Members can choose from a collection of Experiences - private visits to cultural institutions; one-on-one encounters with celebrated chefs and artists; or private tours of spectacular places via helicopter, to name a few - and Local Offers that might include a complimentary glass of bubbles, access to beaches or wellness facilities, or exclusive savings at restaurants. This experiential addition to the programme positions Kempinski as a purveyor not only of luxurious places to stay, but of rare experiences that will immerse travellers and locals in encounters that create a powerful sense of place.

The second new feature is the introduction of DISCOVERY Dollars (D$), the first digital rewards currency in the hospitality industry. D$ are earned as a percentage of the money spent on property and can be redeemed against the cost of future bookings, room upgrades or a romantic dinner for two, for example. Members can keep track of their earnings and D$ balance in a digital wallet on the Kempinski app and use it whenever and however they wish, offering more flexibility and choice than traditional loyalty programmes.

Ultimately, members will be able to earn or redeem D$ without an overnight stay, so dinner with friends at a Kempinski hotel can be paid for with D$, even if you don’t spend the night. Members will also be able to gift D$ to each other or donate them to charitable causes that support local communities. This is the essence of perpetual engagement: a 360-degree hospitality ecosystem that you can interact with and benefit from, even when you’re not actually travelling.

And this goes beyond Kempinski hotels. The programme is native to all members of the Global Hotel Alliance - the largest collection of independent luxury hotels in the world - so D$ can be earned and redeemed at many like-minded brands.

With so many companies clamouring for our attention, this innovative new loyalty programme taps into our human longing for new and memorable experiences, giving us more reasons than ever to remain perpetually engaged with Europe’s oldest luxury hotel company.

* Joe Mortimer is a UK-based writer and editor who specialises in luxury travel. He works with a collection of magazines and publishers stretching from New York to Hong Kong.

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Local Offers

Staying closer to home? Check out our app for members-only Local Offers at our restaurants, bars, spas and more.

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