An industry-leading feature, automated upgrades allow elite loyalty members to use contactless check-in features without sacrificing potential upgrades. These upgrades are awarded 72 hours before a guest’s stay, at which point they receive an email or push notification.
The challenge
Hotel guests cite the potential for upgrades as a key (no pun intended) factor in their preference for front-desk check-in. They appreciate the personal touch and the human interaction — and after a global pandemic, this was more important to them than ever. However, due to the aforementioned pandemic, hotels had fewer resources available and needed to minimize crowding and close contact for health and safety reasons.
The solution
We identified moments in the experience where we could recognize members’ loyalty and invoke the same “surprise and delight” they feel at the front desk. In a collaborative effort across multiple delivery pods and cross-functional teams, I provided onboarding and celebratory messaging across platforms and throughout the user journey.
Why it works
- “Confirmed” reassures the guest that they don’t need to go to the front desk to request an upgrade
- “Complimentary” reassures the guest that they will not need to pay extra for their new room
- “Thanks for being a Gold member!” uses familiar language — the exact words front desk agents use! — and reinforces that the upgrade is a benefit of their membership and a reward for their loyalty