Lexington Collection Delivers a New Experience with its Guest Rewards Program
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Lexington Collection Delivers a New Experience with its Guest Rewards Program
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Category: Worldwide - Industry economy
- Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2008-05-02
The Lexington Collection of fine Hotels, Plaza Hotels, and Resorts Worldwide delivered a new experience to its guests this week with the launch of a guest rewards program. The Lexington Experience Guest Rewards program offers guests immediate discounts, upgrades, rewards, and customized benefits from various properties.
Breaking the mold in brand loyalty clubs that are prevalent throughout the lodging industry, the Lexington Experience is not based on a complicated system of point accumulation. From the minute Lexington Experience members arrive at the front desk of any Lexington property, they are eligible to receive an immediate 15% discount on their room rate, a room upgrade, and a host of other benefits.
"We wanted to create a program that would enhance the guests' experience at our properties," Steve Belmonte, CEO, President & Partner of Lexington said. "We know from listening to consumers, there's an obvious disconnect between some of the other brands' complicated loyalty programs that take time and money to accrue benefits, and the consumers' desires for instant rewards.
Our mission since day one has been to design a rewards program that not only meets - but exceeds - our guests' expectations and provides them with benefits, discounts, and upgrades from the minute they book their stay with us. I trust they'll agree that the Lexington Experience hits it right on the button."
The Lexington Experience Guest Rewards program was also designed to be flexible so Lexington properties can enhance the program with additional benefits based on their local market niche and consumer needs.
"It has been my experience that other loyalty programs have forced franchisors to assess a substantial increase in franchising fees to accommodate the expensive and exhaustive programs that had been implemented," Belmonte stressed. "The Lexington Experience Guest Rewards program was designed to be cost effective. Unlike other loyal programs in our industry where franchisees are charged extra to participate in the program, Lexington owners will not have to pay a single additional penny beyond their membership fees, which are already the lowest in the industry for upscale brands. The only cost that may be required will result from the agreed upon amenities that are to be offered to Lexington Experience members."
Rewards offered in the Lexington Experience include, but are not limited to: an immediate 15% discount, room upgrades, complimentary local calls, incoming faxes, weekday newspaper, in-room Internet connection, continental breakfast, one free pay-per-view movie or game, and other specialized benefits offered at various properties.
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