Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Sofitel Worldwide,
July 2013
Background
Objectives
New soft benefits
Implementation guidelines
Collaterals
Timelines
GUESTS
OWNERS
LOYALTY
=
VALUE
AMBASSADORS
SOFITEL
BACKGROUND
20%
35%
of active
members
of total
revenue
Silver
Gold
Platinum
Weight
65%
15%
20%
5,4
9,2
13,2
Average revenue
per member per night
233
257
283
OBJECTIVES
LE CLUB ACCORHOTELS
SOFT BENEFITS
Soft benefits are all about creating value
through indulgence and special treats,
exclusively for our most loyal guests
SEAMLESS JOURNEY
EXCLUSIVE
WELCOME & SERVICES
Priority check-in
Room upgrade
Free Internet
Early check-in*
Welcome drink
Late check-out
Complimentary newspaper
VIP treatment
In-stay satisfaction check-up
Classic
Silver
Gold
Platinum
Priority check-in
Priority check-in
Priority check-in
Priority check-in
Welcome Letter
Welcome Letter
Welcome Letter
Late check-out**
Welcome Drink
Room upgrade****
Room upgrade****
Welcome Drink
Complimentary newspaper
Welcome Drink
Complimentary newspaper
*
**
***
****
*****
GM or HOD Welcome
In-stay check-up to ensure
satisfaction
At Thalassa hotels:
10% discount on treatments
purchased at Thalassa Sea & Spa
Institutes
12
Priority Check-in
Free Internet
14
Priority Check-in
Free Internet
Late check-out
Welcome drink
A welcome drink offered at hotel bar via a coupon given to member at check-in
VIP treatment
Welcome letter & card
In-stay satisfaction
check
VIP treatment set up in room prior to guest's arrival (according to Sofitel VIP Guidelines)
Signed by GM. Letter handed to guest at check-in and card set-up in room prior to guest
arrival
Follow-up in person during the stay by Guest Relations/Lobby PR/HODs to ensure
guest satisfaction
15
Guaranteed room
availability
Room guaranteed up to 3 days before arrival, except during black out dates (max.
10/year)
Priority Check-in
Free Internet
Late check-out OR
Early check-in
Welcome drink
A welcome drink offered at hotel bar via a coupon given to member at check-in
Room upgrade
Comp. newspaper
VIP treatment
Welcome letter & card
In-stay satisfaction
check
16
Guaranteed room
availability
Room guaranteed up to 3 days before arrival, except during black out dates (max.
10/year)
Priority Check-in
Free Internet
Late check-out
Early check-in
Welcome drink
A welcome drink offered at hotel bar via a coupon given to member at check-in
Room upgrade
Comp. newspaper
Executive lounge
VIP treatment
GM welcome
Welcome letter & card
In-stay satisfaction
check
Thalassa hotels
Personal welcome by GM /HOD at arrival /during the stay at a convenient time for guest
Signed by GM. Letter handed to guest at check-in and card set-up in room prior to guest
arrival
Follow-up in person during the stay by Guest Relations/Lobby PR/HODs to ensure
guest satisfaction
10% discount on treatments purchased at Thalassa Sea & Spa Institutes
17
IMPLEMENTATION
GUIDELINES
The perceived value of the experience delivered is more important than its
financial value.
It is important to emphasize and stage every soft benefit so that guests
feel appreciated and rewarded for their loyalty.
BOOKING
WELCOME
CHECK-IN
CHECK-OUT
19
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you.
GUEST PROMISE
PROMISE DELIVERY
TOOLS
WHO
WHEN
Footer
21
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
PROMISE DELIVERY
WHO
WHEN
+ Always adapt benefits according to status level and guests preferences in the PMS
22
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
GUEST PROMISE
PROMISE DELIVERY
GUEST PROMISE
PROMISE DELIVERY
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
PROMISE DELIVERY
WHAT ELSE?
WHO
WHEN
Front-Office/Guest Relations/GM/HOD
On arrival day.
+ Always adapt benefits according to status level and guests preferences in the PMS
24
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
Priority check-in.
A Le Club Accorhotels desk sign must always be visible at the front-desk.
An ambassador must always be present at the dedicated desk.
Welcome guests at the door and ask: "Are you a Le Club Accorhotels
member? Escort members to the LCAH Desk for a priority check-in.
Next time you can avoid waiting in line and can come straight to the
Priority Desk dedicated to members of Le Club Accorhotels.
WHO
WHEN
25
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
3
4
Gold
Platinum
Upgrade
Access
to Executive
lounge
Welcome drink
GUEST PROMISE
PROMISE DELIVERY
Internet access
Late check-out
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
27
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
At check-in.
28
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
Share the good news with the member at check-in, highlighting were
delighted to offer the upgraded room : Were delighted to upgrade you
to one of our nicest rooms it is a Junior Suite. It's an exclusive privilege
for our Le Club Accorhotels Gold/Platinum members.
Front Office Ambassadors.
Upgrade before check-in and announce at check-in.
29
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
30
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
Welcome drink.
Hand voucher to guest: "As you are a Silver/Gold/Platinum status
member at Le Club Accorhotels were delighted to offer you a Welcome
Drink at our bar!,
At the bar: As a Silver/Gold/Platinum LCAH member and to thank you
for your loyalty, I am pleased to treat you to this welcome drink.
WHO
WHEN
At check-in.
31
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
32
BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!
GUEST PROMISE
PROMISE DELIVERY
WHO
WHEN
33
WHAT ELSE?
WHO
WHEN
34
Our tone of voice always expresses care, generosity and our Essence of
Pleasure in welcoming guests.
Guests want to be recognized for their loyalty. We will anticipate their
needs, expectations and aspirations, we will showcase our Spirit of
Openness.
We are sincere, avoid empty words and any promises that we will not be
able to keep. We say what is relevant and useful with concrete examples
that prove we value guests business and loyalty.
We use words that express feelings and sensations. We are friendly,
pleasant and light. We always fulfill our promises, even going beyond
what is expected, showing our Passion for Excellence.
35
36
37
COLLATERALS
Three documents are available to support the LCAH new soft benefits:
Welcome Letter - presentation of all soft benefits guest is entitled to
during stay to be handed at check-in
Welcome Card to be displayed next to in-room VIP Treatment
Welcome Drink voucher to be handed at check-in
39
40
41
42
43
44
45
46
47
PLANNING
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NEW Le Club
Accorhotels
49
50
All brands
soft benefits
Sofitel brand
soft benefits
51
52
APPENDIX
LCAH TODAY
IHG
Marriott
Hilton
Starwood
Hyatt
Best
Western
5pm
*
*
silver only
Priority check in
Free internet worldwide
Welcome drink
Complimentary access to fitness club and health
club
Call back
SOFITEL
SOFITEL / PUllMAN
NOVOTEL
SOFITEL
VIP Treatment
Welcome card
54
LCAH TODAY
IHG
Marriot
t
Hilton
*
*
D-3 / D-2
5pm
8am
D-2 diamond
D-3
D-2
Starwood
Hyatt
4pm
D-3 / D-2
2pm/4pm
Best
Western
MGallery
MERCURE / THE SEBEL
*
!
SUITE NOVOTEL
!
GRAND MERCURE/ MERCURE
SOFITEL / PULLMAN
NOVOTEL
SOFITEL
PULLMAN
PULLMAN
NOVOTEL
NOVOTEL
NOVOTEL
NOVOTEL
NOVOTEL
!
!
!
Platinum
55
Discount on Room :
- 15% on RA1
- 15% on RA2
- 15% on RA3
Reminder
Please note that Soft benefits for Accor
Favorite Guest Business members do not
change and remain the same as current.
- 15% on RA4*
56
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MASTER TITLE STYLE
CUSTOMER
CARE
HOW TO CONTACT LCAH CUSTOMER CARE E-MAIL OR PHONE
FAQs
Webform CS
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58
THANK YOU