The first step is to identify I Prefer Members.

The three most common methods are using the pre-arrival email sent to your Loyalty Ambassador, running your Upcoming Member Stay Report on a daily basis, and checking your arrivals against a Profectus search for membership.

Let’s dive a little deeper on each of these:

The I Prefer Pre-Arrival Email

Approximately 3 days prior to a guest arrival, your I Prefer Loyalty Ambassador will receive a pre-arrival email, notifying your team that an I Prefer Member is expected soon on property.

This email includes the scheduled arrival date, the guest's I Prefer member number and tier, and the reservation Confirmation number.

It also reminds you of the benefits entitled to that guest based on their I Prefer membership.  Your Loyalty Ambassador can then use that email to update your reservation system with a note to acknowledge membership upon check-in, as well as communicate with other operational areas of the property to ensure the guest receives their benefits.

The pre-arrival email is one of the best tools available to identify I Prefer Members ahead of time and to set up your operations team for success. Let us know if you are not receiving this communication.

Profectus:  Upcoming Member Stay Report

A second way to identify I Prefer Members is to have your I Prefer Loyalty Ambassador run an Upcoming Member Stay Report within the Profectus system.

You can run this report by arrival date, so you can select a window of arrival dates or one specific day, as your property needs.

The Upcoming Member Stay Report can be a great addition to the pre-arrival email, as it may identify I Prefer Members who have made reservations shorter term, after your pre-arrival email has been sent to your property.

Profectus:  Member Search

A third way to identify I Prefer Members is by searching in Profectus to find their membership information.

This could be a situation where your pre-arrival email indicates the guest is checking in but does not yet have an I Prefer member number.  Or at the Front Desk upon arrival, the guest states they are a member and are entitled to benefits.

Using the Member Search function can provide the needed information to help you excel in service delivery.

Consistency in how you prepare for member arrivals keeps everyone organized and ensures effective benefit delivery to the member guest.

Remember, your I Prefer pre-arrival email gives you a glimpse of arrivals 3 days ahead of time, so you can utilize that information in your property’s process.

Pre-Arrival Checklist/Process

Creating a pre-arrival checklist or process should be a standard part of the how you prepare for member arrivals. It creates consistency in preparing for member arrival, it allows you to handle room upgrades prior to guest arrival when available, and it ensures that Welcome Amenities are ready. You can download a copy of our suggested preparation list from PreferredNet.net.

Regardless of the member tier, there are five standard benefits. This includes points for eligible stays, member rates, early check-in or extended late check-out, room upgrades and complimentary wifi. When availability allows, ensure the members knows they are receiving an upgrade or being extended that late check-out.

As a standard benefit, Gold and Titanium I Prefer Members receive special amenities during their stay.

These amenities/gifts offer your hotel the chance to showcase your independent brand and local specialties.

The amenity must have a high perceived value AND the amenity should be unique to relevant I Prefer Members only and not something available to every guest (remember we are driving loyalty!).

What is great about I Prefer is that you can customize your offerings to your property.  You are not required to give a specific item and your item can change as needed or seasonally.

While your Welcome Amenity can contain a food or beverage item, note that our Titanium I Prefer Members should be presented with a Food & Beverage item in addition to the Welcome Amenity.

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Seamless Sharing of information

Equally as important is a communication plan that allows information received by a team member to be easily shared throughout the property and applicable departments.

It might be guest request items for housekeeping, reservations in your outlets, or special occasions we want to ensure your team recognizes throughout the stay.

These pieces of information are easily lost in the hustle and bustle of our day-to-day work. When missed or forgotten, they have the power to impact the guest's stay in a meaningful way.

Determine what works best for your property, like preparing a welcome letter ahead of time or sharing information with the valet, Front Desk or other departments as it could impact them. Interdepartmental collaboration enhances the possibility of driving loyalty and value for your guest.

Hospitality is a collaborative sport, so be sure your property is set up for success with a strong communication plan.

Once we’ve identified our members and prepared for their arrival, now it is time to deliver on the promise.

This means recognizing their I Prefer Member status, rewarding their loyalty to the program, and differentiating the experience.

What does that mean?

• Recognizing Member Status
• Rewarding Loyalty
• Differentiating the I Prefer Experience

1. Recognition

• Status recognition verbiage

First, we always want to recognize the guest’s membership level with the I Prefer program.

It starts by simply ensuring the required I Prefer signage welcomes your guest at the Front Desk.  The welcome should continue verbally within the arrival process and can be as simple as “Welcome Ms. Jones, thank you for being a Gold I Prefer Member.”

As a reminder, as part of our IQA process, the standard is to thank the member and state their tier name.

• Welcome letter or handwritten note

If you choose to have the Welcome Amenity pre-placed in their room for arrival, you can include a General Manager or Loyalty Ambassador welcome note with that amenity.

While occupancy might not always allow it, pre-delivered amenities always present a nice "wow" factor.  Another option is to handwrite the welcome note versus a typed-out template letter.

Set your team and property apart!

• Sincerely thank them for their business

Expressing sincere thanks to loyalty members is not just a formality; it's a strategic practice that positively impacts customer relationships, loyalty, and overall business success.

It creates a positive feedback loop, reinforcing customer satisfaction and encouraging ongoing support.

2. Rewarding Loyalty

• Deliver promptly on tier benefits

Be sure to deliver promptly on benefits the I Prefer Member is entitled to, based on their member tier.

With upgrades, let them know they are getting upgraded and why.

If you are not able to upgrade them, provide an apology that the upgrade is currently unavailable so they know you are aware of the benefit.

• Know your guest

Remember when it comes to loyalty and our I Prefer program, while we have guidelines in place, you should always take your specific guest into consideration.

Are they a frequent guest at your hotel and you know they don’t drink alcohol, but your F&B amenity is a free cocktail in the lounge?  What is a worthwhile alternative?  What would be impactful for that guest?

• Be knowledgeable

Ensuring the guest receives the benefits entitled to them is key to driving loyalty.

Be sure you are knowledgeable on the I Prefer program, point redemption information, and frequently asked questions so you ensure you are keeping the promise we make to our guests.

3. Differentiating the I Prefer Experience

• Connect emotionally and personalize the experience
• Read the cues
• Property engagement

One last note when it comes to delivering on the I Prefer promise - differentiating the I Prefer experience.

To create that emotional connection with members and personalize their experience, you have to read the cues they are sending you.

Different members are looking for different experiences and you may have to think beyond the typical “yes or no” answer to deliver that level of service.

That also means it can’t be a program that lives only at the Front Desk.  All departments need to engage in creating I Prefer member loyalty for the hotel.

Closing

In this module we have discussed ways to welcome I Prefer Members to your hotel.  Start by identifying members set to arrive at the hotel, prepare for their arrival, and ensure you are set up for success in delivering on the I Prefer promise that’s been made.

Thank you for spending time with us and for your continued efforts with your guests, our I Prefer Members.