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Christmas decorations at a Four Seasons hotel. Photo: Courtesy of commons.wikipedia.org.
At this time of the year, everyone gets into the holiday spirit, and luxury hotels are no exception. Numerous hotels are adding holiday-related incentives to their packages that allow their guests to have a more intimate, festive experience with the hotel.
Many hotels already offer gift cards for their guests, but these have typically only been for rooms in the hotel. Many hotels look to expand on this established concept to create a stronger bond with their guests. The Four Seasons has begun allowing guests to use the gift cards on things beyond their rooms. For instance, guests can use their gift cards at their highly acclaimed restaurants for Christmas dinner, or other meals. This expands the customer’s relationship with the hotel, making it the centerpiece of a trip, instead of just a place they use to store their belongings and sleep.
Many other hotels have incorporated holiday charities into their offerings, allowing philanthropic guests to give back during their stay, as well as creating a stronger relationship between the hotel and the surrounding community. The Peninsula brand of hotels, for instance, has incorporated several Make-A-Wish foundations into their holiday packages. The Ritz-Carlton has added numerous holiday-based events for children, including a Christmas play that families are invited to, with the children encouraged to bring their stuffed animals along.
Luxury hotels have long sought to create a deeper relationship with their guests than being merely a place to stay. These new holiday incentives allow guests to create a long-lasting bond with their hotels, and create memories they will look fondly back on for years to come.
-by Ross Berman