Presidential elections almost always spark a plethora of opinions everywhere and Omni Hotels & Resorts hopes to cash in on these intense discussions. Starting today through Election Day, Nov. 8, Omni Hotels will launch “Polling for Cocktails,” a brand-wide promotion sure to elevate customer engagement.

Omni properties nationwide will be offering an original cocktail menu featuring election-themed libations. Guests who visit participating Omni locations throughout the promotion can “cast their ballot” by ordering a cocktail off the “Polling for Cocktails” menu. Drink orders will be tallied and the overall consumption rates will be tracked and posted online every Wednesday from the previous week. Once the electoral results have been announced, Omni will be able to determine if the promotion’s “popular vote” correctly predicted the next president.

Peter Strebel, Chief Marketing Officer and Senior Vice President of Sales for Omni Hotels & Resorts, explained to Loyalty360 that this is a unique campaign.

“We are always looking for new ways to engage our guests and give them a unique experience when they stay at any of our Omni properties,” Strebel said. “The presidential election lends itself well to different programs and campaigns because of the massive public interest in it, and “Polling for Cocktails” is just latest offering we have offered our guests that is tied to this year’s election. In January, we introduced Presidential Golf packages available throughout 2016 at Omni golf resorts across the U.S. For example, Omni Barton Creek Resort, near Austin, Texas has hosted both the 41st and 43rd Presidents and has a “Father-Son Presidential Promotion” including a round of golf for $100 per player – representing the cost for greens fees in the 1990s – as well as a sleeve of balls imprinted with the American flag, and turndown cards featuring quotes from distinguished guests.”

What’s more, Omni’s Stay Like a President offer provides guests 20.16% off of select luxury suites, including presidential suites, at select locations within the portfolio. The offer is valid on key election nights, which started July 18 (the first night of the Republican National Convention) through Election Night, Nov. 8.

“The goal for the three campaigns is simple: Provide our guests with new and unique offerings that enhance their stays,” Strebel said.

Customer experience is very important to the Omni Hotels & Resorts brand.

“Providing a high-level of personalized service, as well as new and unique offers, allows us to connect with our guests in a very personal way, thus building more loyalty with our guests,” Strebel said. “Loyalty allows us to build connections and incentivize guests, in particular new guests, who in turn become repeat guests who are making higher-cost, more ‘considered’ purchases.”

From a product perspective, Omni’s Select Guest loyalty program has been an important service driver for years.

“We have developed a system for our Select Guest loyalty program where members build and customize their stays – with options such as pillow type, sound machine preference, newspaper preference, etc.,” Strebel noted. “Additionally, we employ a Loyalty Ambassador at each of our properties that is tasked with reaching out to Select Guests before they check in to see if they need anything planned for their trip, greeting them when they arrive as well as making sure they have everything they need plus more while they are staying with us. For example, if a Loyalty Ambassador learns that one of our Select Guests is celebrating a birthday while on the trip, the ambassador will make it a point to wish them happy birthday and offer a special amenity. Furthermore, we are able to build brand loyalty by allowing guests to enroll in our complimentary loyalty program for perks on their first stay. While guests may not initially seek us out based on our loyalty program, they will definitely stick with us because of the Select Guests benefits. All of the perks add up to real value for our guests and we leverage that in our marketing strategies.”

The “Polling for Cocktails” menu features seven handcrafted cocktails inspired by the political parties. Republican cocktails include The Right Manhattan, a refreshing mix of Maker’s 46, apricot preserves and lemon juice, muddled with mint and topped with club soda; the Trump-tini with Tito’s Handmade Vodka, lemon and cranberry juices, Domaine Chandon and a sugared rim; and the Ruby Red Pence with Deep Eddy Ruby Red grapefruit vodka, cranberry juice and St. Germain Elderflower liqueur. The Democratic selection includes the True Blue Mule with Tito’s Handmade Vodka, ginger beer and Blueberry Reàl Infused Syrup; the Hilla-rita with Tres Generaciones Reposado Tequila, orange juice, agave and DeKuyper Amaretto, and a sugar and salt rim; and the Sugar Kaine Smash with Maker’s 46, fresh mint leaves, simple syrup and finished with club soda and a cherry. For Independents, the POTUS Punch features Tito’s Handmade Vodka, grenadine, fresh orange and lemon juices and muddled blackberries.

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