Kimpton Unveils Loyalty Program Focused on Bespoke Experiences

| July 16, 2014

Kimpton Hotels & Restaurants has official unveiled Kimpton Karma Rewards, its new loyalty program designed to reward members beyond hotel stay transactions. The program has 4 tiers and taps a proprietary, custom-built CRM platform to track and reward guest behavior for their behavior in addition to their bookings. The program will track if a guest attends wine hour, tweets about a hotel, or dines in one the companye's 66 restaurants and bars. All members still get free WiFi, plus the chain is adding in a $10 voucher to raid the mini- or hotel bar. Karma Rewards replaces the brand’s InTouch program. Kipton has also re-launched its website, KimptonHotels.com as a part of the initiative.
 
Rewards will focus on personalization starting at Tier One. A proprietary formula -- not transparent to guests -- considers brand engagement such as booking directly on KimptonHotels.com, traveling with a pet, and social media interaction, all of which have the potential to boost members’ Kimpton Karma levels. Based on engagement and stay history, members move up in tiers, and each tier level provides associated personalized perks.
 
Bespoke rewards
The more Kimpton knows about members and the purpose of their visit, the more employees can make the experience unique. Personalized perks might include in-room spa service discounts, a complimentary treat from Kimpton chefs, customized welcome amenities, room upgrades based on availability, and occasional surprises, like a make-your-own cocktail station with a guest’s favorite spirit or sports-themed reward with the guest’s hometown team as inspiration.
 
By investing in a custom-built Customer Relationship Management (CRM) system behind the scenes, Kimpton has employees are able to capture preferences, background and details about guests in real-time across all properties.
 
"Kimpton's spirit and approach to hospitality — our restaurants, great design, thoughtful amenities, and empowered employees — is why our guests love us and keep coming back," said Mike DeFrino, chief operating officer at Kimpton. "The launch of Kimpton Karma allows us to take the Kimpton experience even further, rolling it out in a more personal and engaging ways, whether it's your first visit with us or your 50th."
 
New Website: KimptonHotels.com
The new KimptonHotels.com, which also launched today, is aimed at improving the shopping experience online. The site is responsive and optimized for any device and screen size. It represents a dramatic design evolution for the brand, integrating multiple new tools to create an intuitive guest experience, complete with vibrant imagery. The new site aims to be a “digital living room” according to the brand, which mimics what a guest feels when he or she checks into a Kimpton hotel – what Kimpton calls “a warm, inviting environment and inspiring spaces.”
 
The site now provides live information feeds on details such as weather. Dedicated restaurant pages have been introduced so that each venue will have its own page complete with images, and information about the food, concept and chef. A key aspect of the site is its support of Kimpton Karma. The revamped KimptonHotels.com features a devoted loyalty section for visitors to discover Kimpton Karma, sign up for the program, receive updates and messages through a personalized message feed, as well as feature a customized experience once logged in where Kimpton Karma members can check their tier level, view and manage reservations, book a table, track program rewards and more.
 
Revamped Blog: “Life is Suite”
The new blog, which re-launched in June, provides readers with Kimpton’s take on what makes life enjoyable – for example, local tips for things to do and see around Seattle from a bike, and recipes from Kimpton chefs for great summer pastas. Life Is Suite has a new design and features a variety of stories from more than a dozen regularly-contributing writers with original features, Kimpton news and unique and fun videos. Contributors include freelance journalists from national outlets (such as AdWeek, Los Angeles Times, WHERE Magazine, etc.), Kimpton’s master bartender Jacques Bezuidenhout, Master Sommelier & Senior Director of National Beverage Programs, Emily Wines, Creative Director & Senior Vice President of Design Ave Bradley, and more.
 
The blog also showcases images, aimed at giving readers a true feel for what staying with Kimpton is all about, and includes stories about travel (the lowdown on great destinations and things to do around the country), design and style (do-it-yourself tips and tricks), eat and drink (the latest and greatest on restaurants, bars, and cocktails), and a look inside Kimpton (information on what the brand is planning for the future). All content is mobile optimized and accessible across different digital devices. In addition to the new blog, Kimpton launched its new Pinterest presence and will focus on design, style and entertaining.

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