Executive Inn Group Has Tiers in Its Eyes
This month, the Executive Rewards Club, a loyalty effort run by the Executive Inn Group Corp., will designate the top 10% of its members as the Inner Circle. This is the first time the hotel chain has segmented the club’s participants.
While points earned through the club can be redeemed for free stays or merchandise with a number of affiliate partners, they alone won’t determine whether a guest belongs to the Inner Circle. Instead, individuals who have stayed with the chain a minimum of 10 times, or in at least three different locations, are considered the most valuable customers. (As it happens, these guests have likely racked up a fair number of points.)
Inner Circle members receive perks such as guaranteed room availability if the hotel is contacted 72 hours before arrival and $10 coupons good for use in each property’s restaurants. And that’s in addition to the benefits all members enjoy, such as late checkout, priority seating at numerous restaurants, free use of health facilities among locations that have them, and even, at a few locations, a free 15-minute massage.
While Inner Circle skims only the top 10% of everyone in the program, spending among these customers accounts for 50% of all club members. Club manager Tamara Tam estimates that a customer falling into this category
