Omni Hotels surprises and indulges its loyal guests

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By: Wise Marketer Staff |

Posted on November 7, 2006

Omni Hotels surprises and indulges its loyal guests

Omni Hotels has launched a 'Sensational Wednesdays' campaign to surprise and delight - and indulge - its most loyal guests with unique treats delivered to their room along with their free morning beverage.

In keeping with the 'sensational' theme, each of the free gifts has been selected to appeal to one of the five senses.

Sensational Wednesdays was created as a new way for Omni Hotels to thank its Select Guest frequent guest programme members. In the past five years, the programme has grown to over 500,000 members.

Feedback requested As Omni continues with its tradition of launching sensory initiatives, programme members are being encouraged to provide feedback on each Sensational Wednesday gift by filling out a brief, programme-specific card, or by e-mailing the company later. Omni Hotels can then use those insights to refine future sensory initiatives, helping to creates a new channel for dialogue between the hotel and its customers.

The initial sensory treats include items such as:

  • The Original Lava Bar: a molten chocolate candy bar;
  • Worry Stones: small, smooth stones to help concentration and mediation;
  • Thymes Eucalyptus Bath Salts: a refreshing bath accessory for tension relief;
  • Tea Forte: an award-winning tea;
  • Penzey's Pumpkin Pie Spice;
  • A Japanese Hinoki Cypress Block: aromatic cypress that can be dropped into a bath or rubbed on rough skin.

According to Mike Deitemeyer, president for Omni Hotels, "Throughout this initiative, the most important aspect is the ongoing dialogue we've established with our guests."

Planning by committee Omni Hotels first sought input from its Sensory Advisory Board to assist in the selection of the gift items. The board provides non-hospitality industry expertise and helps to shape the hotel group's various sensory initiatives. Representing expertise in various sensory businesses, panellists include representatives from Apple, Sirius Satellite Radio, Whole Foods Market, Benziger Family Winery, Bon Appetit magazine, the Kimbell Art Museum, MB/FA Galleries, Elizabeth Arden Red Door Spas and the National Cotton Council of America. The Board convenes several times a year to evaluate everything from guest room and bath enhancements to lighting, music and food.

Sensational Wednesdays will continue indefinitely, although the range of gift items will be adjusted according to season, location, and feedback from members of the hotel's loyalty programme.

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