Chicago AMA l Brand Butler Jan 2012 l Kimpton Hotel presentation
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Transcript of Chicago AMA l Brand Butler Jan 2012 l Kimpton Hotel presentation
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Agenda
• Discuss the Kimpton Brand• when and how it started• how it has evolved• a leader in innovative offerings to the guests that help build loyalty • create original unique Kimpton Moments for our guests.• Will tell you a few stories and anecdotes
• Evolution of Kimpton’s loyalty program called Kimpton in Touch• how it is different than the typical miles/rewards program• how it has helped generate significant business for the brand• what are some unique features of the program
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Kimpton History
The Original
• In 1981, Bill Kimpton pioneered the boutique hotel concept in the United States - providing weary travelers with a haven of comfort, service, security and style. He loved European style boutique hotels when he traveled.
• Today we stay true to Bill Kimpton's legacy by offering personalized service, feel-good amenities like our Hosted Evening Wine Hour, and one-of-a-kind hotels and chef driven restaurants.
Staying True to You
• Started branding the Kimpton name in 2004, 23 years after we opened the first hotel. Why did it take so long?
• At Kimpton, we believe in a culture that includes people, one that celebrates the individuality of our guests and employees alike. Devoted to the greater good and have led the hospitality industry with our innovative EarthCare program and Social Responsibility.
• Perhaps it's this unique mix of individual expression and social responsibility that inspires a strong emotional connection with our guests. According to Market Metrix Hospitality Index™, Kimpton has the highest customer satisfaction scores (93%+) and emotional attachment scores (89%) of any hotel company operating in the United States.
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CONFIDENTIAL
Kimpton At A Glance
o Kimpton is the largest boutique hotel company and premier restaurant operator in the U.S.
• 54 properties
• 24 markets
• 12,000+ rooms
• 6,500+ employeeso Kimpton is almost twice the size of our
next nearest competitor in terms of
open properties
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CONFIDENTIAL
Kimpton Portfolio - National Scale & Distribution
ArlingtonHotel Palomar
Scottsdale FireSky Resort & Spa
Cupertino Cypress Hotel
San Diego Hotel Solamar
San Francisco Argonaut HotelHarbor Court HotelHotel MonacoHotel PalomarHotel TritonPrescott HotelSerrano HotelSir Francis DrakeTuscan Inn
Portland Hotel MonacoHotel Vintage Plaza
Seattle Alexis HotelHotel MonacoHotel Vintage Park
Salt Lake City Hotel Monaco
Aspen Sky Hotel
Denver Hotel Monaco
DallasHotel PalomarHotel Lumen
ChicagoHotel AllegroHotel BurnhamHotel MonacoHotel Palomar
PhiladelphiaHotel Palomar
Washington DCHotel GeorgeHotel HelixHotel MaderaHotel MonacoHotel PalomarHotel RougeTopaz Hotel
AlexandriaHotel MonacoMorrison HouseLorien Hotel
New York70 Park AvenueThe Muse HotelInk48Eventi Hotel
BostonNine Zero HotelOnyx Hotel
CambridgeHotel Marlowe
Los AngelesHotel Palomar Westwood
Vero BeachVero Beach Hotel
MiamiEpic Hotel
AtlantaHotel Palomar
BaltimoreHotel Monaco
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CONFIDENTIAL
Hotel Palomar, Arlington
Hotel Palomar, D.C. Hotel Palomar, Philadelphia Hotel Palomar, Los Angeles
Hotel Palomar, San Francisco
Kimpton’s Palomar HotelsKimpton now boasts 8 unique Hotel Palomar properties across the country. The
Hotel Palomar is a sophisticated artful luxury retreat.
Hotel Palomar, Chicago
Hotel Palomar, Dallas
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CONFIDENTIAL
Kimpton’s Monaco Hotels Kimpton now has 9 unique Hotel Monaco properties across the country. The
hotel Monaco is vibrant, eclectic, whimsical and full of energy.
San Francisco
Portland
Denver Salt Lake City Washington D.C.
SeattleChicago BaltimoreAlexandria
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CONFIDENTIAL
Kimpton’s 4-Star CollectionKimpton’s 4-Star Collection of hotels represent the majority of our collection. They are more
dashing than dignified, more lush than luxe… these hotels are groomed to four-star status with a style that’s refreshingly Kimpton.
Ink48
Argonaut Hotel
Hotel Solamar Eventi
Epic HotelFireSky Resort & Spa
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CONFIDENTIAL
• Kimpton properties are designed for people who want an exciting and welcoming alternative to boring “cookie-cutter” chains.
• The Kimpton culture inspires employees to continually deliver extraordinary guest service – forging genuine and authentic emotional connections that then inspire guests to tell others about their Kimpton experience.
• Kimpton customers care about expressing their individuality and being recognized as individuals by Kimpton employees who are encouraged to be themselves and interact with guests in an authentic and natural manner.
Kimpton – a Different Boutique Hotel Company
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CONFIDENTIAL
o 68% of 1st time guests come to Kimpton based on word of mouth
o 58% of 1st time guests leave feeling like they have “a relationship with the hotel”
• For our guests: Our mission is to create an emotional connection with every one of our guests; to deliver highly personalized service across our entire collection of hotels and through our marketing efforts.
• For Kimpton: By establishing personal connections with our guests, we derive more business from our existing customer base, build our marketing database, drive cross-sell business across properties and attract new customers to Kimpton.
Kimpton Brand Focus:To Be The Best Loved Hotel Company
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Brand Pillars Care Comfort Style Flavor Fun
2011 Supporting Programs Eco ● Goldfish ● Robes ● Charities ● Pets ● LGBT
2011 Leading Programs
Like a Local
KimptonInTouch
Restaurants
Voice Key Filters of Copy and ImagingImprove our cachet ● Drive rate ● Reinforce our reputation of fun ● Bring out guest’s inner child
Positioning Every Hotel, Restaurant, Employee and Guest is a celebration of individuality
Wellness
Brand Positioning
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Our Loyalty Program: Kimpton InTouch
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InTouch Today
• Stared InTouch in 2002• Grown significantly over the last ten years• 1.2MM+ members• 2,000 elite members – called Inner Circle • 28% of Kimpton’s revenue is from InTouch
members
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InTouch Program Benefits
• Pre Arrival Welcome Email• Preference: pillow type / room location• Free WIFI• Raid the Minibar $10 Credit ($15 in New York)• $30 In Room Spa Credit (participating hotels)• Newspaper of choice delivered to your door• Exclusive Members Only Special Offers• Earn Free Nights • Earn Elite Loyalty Level• Surprise & Delights
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Personalized Room Preferences
• Feather or Foam Pillow• High floor or Low floor• Near or away from elevator• Etc…
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InTouch Benefits 2011
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InTouch & Restaurants
• Kimpton restaurants are promoted in all offers
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InTouch Benefits 2011
• InTouch Welcome Amenity• $10 Raid the Mini Bar card• Given at the front desk
during check in• Accompanied by a personal
welcome note
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$30 off for InTouch members
InTouch Benefits 2011
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$30 off for InTouch members
InTouch Benefits 2011
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Surprise & Delights
• Unpublished gifts that are sent to our InTouch members throughout the year
• Purpose: Just to say: “We love you!”• Past Gifts:• Wine• Pet Beds• Pedometers• Chocolate
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InTouch Business Argument
• We need a loyalty program to remain competitive• InTouch promotes brand awareness
• More Kimpton hotels you visit = more rewards• Loyalty marketing exposes all hotels & restaurants
• InTouch pays for itself• Kimpton InTouch ADR is higher than brand ADR
• InTouch ADR = $195.77 (2011 YTD)• Brand ADR = $190.39 (2011 YTD)
• Loyalty marketing = $4-5 million a year• Loyalty fee is substantially less than all our
competitors
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InTouch Positioning
• Complimentary Benefits• WiFi• Raid the Mini Bar• No Blackout dates / hotels for Reward Travel (2012)
• Preferences (not points)• Personal Note• Pillow, room type, newspaper, room location• Inner Circle custom amenities
• Exclusive Events• InTouch Events, Women InTouch, Inner Circle Dinners
• Unpublished Rewards• Surprise & Delights• Year End Bonus
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My Offers
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Fall InTouch Exclusive Email
• Launched 10/26• Rates from $99• $1,148,182 Room Revenue
• 2010: $655,047
• 4,117 Reservations• 7,551 Room Nights• $152.07 ADR (2010 - $138.58)• Email Audience
• InTouch Active 338K• InTouch Inactive 539K• Repeat Guests 54K• Email Profiles 60K• Departure Log 336K
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InTouch Exclusive OffersAllegro/Chicago
SRP Code: ALLFUN
Launch Date: 8/10/2011
Participating: Allegro/Chicago
Reporting Start Date: 8/10/2011
Reporting End Date: 8/23/2011
Nights 723
Room Revenue $ 87,037.00
ADR $ 120.38
Open Rate* 19.88%
Click through Rate** 9.52%
Rates Starting at: $99.00
Valid Dates: Thurs-Sun
Valid Days: 8/10-12/30
Book By: 8/17
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How does the property connect?
• Were you welcomed or acknowledged as a Kimpton InTouch member upon arrival?• Yes• Did you receive your Raid the Mini Bar card as a benefit of the Kimpton InTouch Guest
Loyalty Program? • Yes • How important was the Kimpton InTouch program in your decision to stay at Hotel
Palomar - Chicago?• Very important• What do we need to know about your Kimpton InTouch experience? • My husband and I would like to thank you for making our stay this past Wednesday-Saturday so special.
We enjoyed the ambiance of the hotel, and really enjoyed the Sable restaurant. My husband is a Platinum for Life member of Marriott, and we have traveled extensively for both business and pleasure. Deviating from a Marriott property is something that we usually would not have considered. We cannot say enough about our experience at the Palomar, but we must say that it would not have stood out without the assistance during our entire stay of your concierge, Bobby Gonzalez, and the hotel manager, Nabil Moubayed. Bobby went beyond the call during our entire stay. He was extremely professional and pleasant during the check in process, and helped us several times during our stay. We have had many experiences over the years with hotel employees, and he stands out among the best. The hotel manager excedded our expectations! We will definitely stay with you again when we come back to Chicago. You and Bobby truly made our experience unique.
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2012 Top InTouch Projects
• Restaurants• Richer Rewards• Last Minute Deals• Online Reward Bookings• Events• Pre-arrival Emails
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Last Minute Deals
• Page will live within the InTouch section of KH.com• Dynamically pull rates based on the “LMD” rate code over the
next 7 days• Hotels can specify flat rate and number of rooms to sell at that
rate per day• Example: 5 rooms at $99 (once 5 have been sold, rate would
no longer show on page)• Estimated Soft Launch Date: December• http://dev.kimptonhotels.com/intouch/KITMyStoryLastMinuteD
eals.aspx
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Online Reward Bookings
• Guest logs in to their InTouch account• Book now buttons appear next to reward
certificates on their “My Free Nights” page• Book now links pass user to Guest Connect to
continue their reservation
• http://www.kimptonhotels.com/intouch/KITMyStory2.aspx
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Last Minute Deals
• Page will live within the InTouch section of KH.com
• Dynamically pull rates based on the “LMD” rate code over the next 7 days
• Hotels can specify flat rate and number of rooms to sell at that rate per day
• Example: 5 rooms at $99 (once 5 have been sold, rate would no longer show on page)
• Estimated Soft Launch Date: December• http://dev.kimptonhotels.com/intouch/KITMyStor
yLastMinuteDeals.aspx
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Facebook Update!Over 5,000 Like Us!!
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Inner Circle: InTouch Elite Level15 Visits or 45 Nights
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Inner Circle Benefits
• Complimentary Upgrade • Custom Welcome Amenity• Complimentary Night Offer at New Hotels• Chef’s Course at Kimpton Restaurants• CEO’s Phone Number• VIP Reservation Line• 48 hour guaranteed availability (paid room)• 48 hour guaranteed availability (reward night)• VIP Inner Circle Dinners• Year End Bonus Rewards
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IC Welcome Amenity Example
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Year End Bonus Rewards
• Unpublished “surprise” rewards
• End of year we look at all IC members and their stay/spend with us
• We give $200 - $1000 bonus gifts to all members at the Inner Circle level
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Inner Circle Dinners
• One Inner Circle dinner per month• Private dinner with chef, wines selected by the
sommelier • Hosted by a Kimpton Executive
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Program Level Benefits InTouch level Inner Circle level
Enroll / Earn Just sign up it’s free Stay 15 times or 45 nights
Welcome Amenity Raid the Minibar Custom IC Amenity
Personalized Preferences Newspaper / Room Preferences Newspaper / Room Preferences
In Room Spa Benefit $30 off Spa $30 off Spa
Earn Rewards 7 visits / 20 nights 7 visits / 20 nights
Reward Redemption On availability 48 hour GTD availability
Room Upgrade Room Location Preferences At least next room category
Restaurant Benefits Friendly Smile Comp Chefs Course
Reservation line Standard VIP line
Reservation Benefits Book direct w/ InTouch profile 48 hour GTD availability
Compliments / Complaints? Service Desk Mike Depatie Direct Line
Special Events Yep, exclusive parties Cocktail Parties & Intimate Dinners
New Hotel Openings Exclusive Discount Comp sneak peak offer
Unpublished Rewards Surprise & Delights Year End Bonus
Bragging rights at the club Not so much Envy of all
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Thank you