Kimpton Hotels and Restaurants has aunched Kimpton Karma Rewards, a new loyalty program designed to recognize guests for actions such as attending a property's nightly wine hour, traveling with their pet, dining at a Kimpton restaurant, or mentioning an individual hotel or restaurant on social media.
As part of the program, guests must visit a minimum of seven times (or 20 nights) in order to start earning free stays. Stay more, and you'll move up to the next rewards "tier.” The Huffington Post reports there are also secret, behind-the-scenes calculations going on, hotel reps say, that could get you bonus rewards. If, for instance, you Tweet about your dinner there, you could see free snacks delivered to your room. Apparently, there are hundreds of customer "behaviors" — from checking in on Facebook to attending the hotel's wine hour — that could trigger bonus rewards for guests.
This follows on the heels of Marriott introducing PlusPoints in May, which allows members to earn Rewards points for "everyday social behaviors" such as tweets, retweets, checking in on Facebook and posting on Instagram, reports USA Today.
"Loyalty as a concept is not just about transactions," Maggie Lang, senior director of guest marketing at Kimpton, told USA Today. "Karma is rewarding engagement."
Rewarding guests for their social media behavior takes it to another level and is a clear play for younger Millennial travelers who are traveling more.
"As we started to think about new ways to allow the next generation of traveler to connect with ... and participate in rewards, we thought this was an interesting idea," said Rich Toohey, vice president of Marriott Rewards. "It was a cool opportunity for them to take advantage of and participate by doing what they're already doing."
Reps won't divulge which "behaviors" lead to which rewards, but let's just say taking a run with the in-house fitness guru could mean you'll get spa credits or a "special treat from the chef."
Although the 60-hotel group plans to dispense more small surprises, the path to getting free overnights — the golden ring of hotel loyalty programs — remains unchanged at seven visits or 20 nights in the new system, reports the New York Times.