There’s potentially a great deal of worth in possessing hotel elite status. Nonetheless, it can’t be overlooked that elite tiers have expanded significantly over the years, particularly as some programs have made it quite simple to attain top-level status through a credit card.
From my perspective, hotel elite status continues to hold value due to the assured benefits, such as complimentary breakfast, executive lounge access, late check-out, etc. However, I make an effort to temper my expectations regarding complimentary upgrades, considering the fierce competition for those.
In that vein, I wish to discuss a trend we are increasingly witnessing at various hotels, as I’m curious if this is perceived positively or negatively…
Hotels being open about the number of elite guests
We’ve observed a growing trend where more hotels have begun to display signs at the check-in desk indicating how many elite members are currently staying at the hotel:
– This trend appears to be most prevalent at Marriott Bonvoy locations, although we’ve encountered it at a few other brands as well.
– Oftentimes, the sign mentions the number of elite members checking in that day, at times it reveals the total number of elite guests presently staying, and sometimes it includes both figures.
– The wording on the sign is typically friendly, expressing the hotel’s delight in welcoming its loyal elite members; occasionally, there’s a note reminding that certain elite benefits are contingent upon availability.
– Generally, these signs don’t appear to be provided uniformly by corporate, as each one varies and is created at the property level.
Currently, only a small fraction of hotels seem to utilize such signs. Nevertheless, this concept does appear to be spreading, slowly but steadily.
I find these signs to be beneficial, but also somewhat cheesy.
These signs elicit a variety of reactions from frequent hotel visitors, with people typically falling into one of two camps:
– Some perceive these signs as helpful for setting expectations; frankly, the signs serve as a reminder that we’re not as unique, even if the loyalty program suggests otherwise.
– Others consider these signs to be demeaning; they interpret it as hotels signaling that we shouldn’t have high expectations.
So, would having these types of signs consistently at hotels be beneficial? I would personally like to see that, but I doubt it will ever come to fruition.
For one, it’s not advantageous for the hotel group (rather than the individual property) to display these signs. Hotel loyalty programs aim to convince you that elite status is truly special and worth the effort to attain.
When you discover that half of the patrons at a hotel have a high elite tier which grants them access to space-available suite upgrades, it diminishes the perceived value of striving for that status. It reminds me of the “Come Fly With Me” skit where someone purchases a speedy boarding pass, only to realize that everyone else on the flight has bought the same priority boarding option.
That said, I do believe these signs are genuinely valuable in helping people manage expectations. Personally, I would welcome more of these, as it’s beneficial to understand your status.
For instance, there are various elite members who are technically qualified for space-available suite upgrades. Traditionally, many individuals have taken the approach that if they see standard suites listed for sale on the hotel’s website for their arrival date, they expect an upgrade to that suite.
However, understanding that 50% of guests at a hotel share your status might serve as a reality check regarding your positioning.
The number of elite members at a hotel fluctuates significantly depending on the location, day of the week, time of year, specific hotel, etc., and I believe that’s something many may overlook. Frankly, appreciating this discrepancy would be impossible without signage like this. It’s akin to how many airlines publish upgrade waitlists, which aid in understanding your standing.
I certainly hope hotels take all possible measures to accommodate elite guests, but if you do not receive a suite upgrade, it’s reassuring to know that it’s not due to frugality on the hotel’s part, but rather because there are 100 other individuals with the same status or perhaps even a higher level.
Nevertheless, I also find these signs a bit tacky. When you’re a customer, you don’t expect to be so openly compared to other customers. Naturally, every business has certain customers it favors more than others, but that comparison is typically conducted behind the scenes rather than so overtly.
If you’re celebrating your honeymoon and are spending $2K per night to stay at a Ritz-C