VIPdesk Develops Once-in-a-Lifetime Experiences for Hotel and Leisure Company’s Guest Rewards Program
Client Need
A hotel and leisure company approached VIPdesk with a need for support on a new experiential points redemption program for its guest rewards program. The program had launched a few months earlier and a variety of agencies, vendors and sources were providing packaged experiences, which were presented on a member website for point redemption. The hotel and leisure company was seeking a more comprehensive source to research, develop and negotiate unique "once-in-a-lifetime" experiences for their members, who were typically male business travelers in the 35-50 year-old age demographic.
VIPdesk Approach & Solution
VIPdesk developed an experiential packaging process tailored to the client's member demographics, desired event mix and budget. Our team developed quarterly concepts for the client's review. The client then selected concepts to be further vetted and fulfilled by VIPdesk.
This process included:
- Conducting internal strategy sessions to identify event concepts that mirrored specific demographics of the program, including geographic concentration and member interests
- Developing "once-in-a-lifetime" or "money can't buy" component for each concept, often including a celebrity component
- Negotiating with sources to procure event details
- Fulfilled event, delivered day-of and onsite support
- Identifying new partners, vendors and sources
- Coordinating all agreements and sign-offs with vendors, creative team and applicable celebrity and VIP agent representatives
- Administered event details and itineraries
- Providing onsite representation at event to accompany guest
- Coordinating event follow-up with the client's internal customer care department
- Facilitating weekly program status calls, quarterly business reviews and annual program summaries
Results / Successes
As a result of the program's success, the hotel and leisure company requested that VIPdesk take over the entire management of the program, including coordination of other partners and member care services. VIPdesk was able to increase the number of concepts and packages offered and fulfilled on a quarterly basis, while allowing the client to eliminate expensive agency fees.
In three years, VIPdesk has created concepts for nearly 700 experiences and fulfilled nearly 250 experiences.