Building meaningful relationships through intimately understanding members of its Owners Access Club has steadily increased engagement at Hilton Worldwide, according to Jonathan Pettus, Manager, Club & Events, Owner Services, Hilton Worldwide.
During his Wednesday session, “Driving Franchisee Engagement: A B2B Results Story,” at the 3rd Annual Engagement & Experience Expo, presented by Loyalty 360 – The Loyalty Marketer’s Association, Pettus told attendees that the Owners Access Club – which launched in June 2011 – has sparked loyalty among its global franchise owner network.
“We’ve had 8,352 stays with our elite Diamond card during that time and the feedback we’ve received has been incredible,” Pettus said. “Emotional connections are being made as we continue to surprise and delight our members.”
Hilton Worldwide has 650,000 rooms across the globe; 4,039 properties; 98% of Hilton Worldwide’s hotels are franchise operations. The Owners Access Club targets increased loyalty and engagement. The Club is available to any investor who owns at least 25% of one Hilton property or 50% across a portfolio of Hilton properties, Pettus said.
Club members enjoy a wealth of exclusive benefits, including a dedicated concierge service available 24/7, special travel rates and offers, and elite Diamond HHonors status.
“Loyalty is not a destination, it’s a journey and we judge engagement based on the levels of engagement owners have with our concierge service,” Pettus said.
Pettus said there are three phases to the program: awareness, engagement, and loyalty.
“The emotional connection is what we’re looking for and how we want to connect,” he said.
From June 2011 through the end of the third quarter 2013, the Owners Access Club has 3,164 members.
“Surprise and delight could mean being serenaded at a favorite restaurant, introduction to a chef at a favorite restaurant, and we use the powers of our database to know our owners’ preferences,” Pettus said.
Driving engagement begins with value, Pettus said.
“It starts with knowing your customers and we want to surprise and delight our customers and build relationships that are meaningful,” he said. “It’s this idea of Know Me, Show Me. We want to try and be very intentional. They want to know how their contributions mean something. Value equals delivery matched against expectations multiplied by an exponent of surprise and delight.”
Pettus offered an example of a club member who dreamed of attending The Masters with his father in Augusta, Georgia. Through the Owners Access Club, Pettus said Hilton arranged for this member and his father to attend The Masters – an incredible surprise and delight event.
“We have been successful in driving engagement and there are tiers within the recognition part of the club,” Pettus said. “Access to special events sets us apart from the competition. More owners are coming out of the woodwork after they hear about this club. The more emotionally connected to owners we are, the better brand ambassadors they become.”
The tagline for the Owners Access Club is “Partnership with a personal touch.”
“We want to go after their hearts and I think that’s the key to loyalty,” Pettus added.