Welcome to the Mille Club: four-figure luxury

Over the past year, we’ve been rushing out of doors post-pandemic, staying at multiple properties with daily rates in excess of $1,000, euros or pounds as part of our consultancy work auditing luxury hotels to improve their top line. performance.

The fact is, any four-figure daily guest propels your property into a new snack segment, and one that plays to a slightly different set of service and amenity requirements. There is prestige, but much, much higher expectations that you have to exceed every day.

If your property has moved into this Mille Club, it’s about time you recognized it in the way you treat your guests. The psychology of hitting four figures on the rate sets guests up with higher expectations where a single mistake can cost you a guest (and probably a high net worth guest) for life. (And for reference, we call it ‘mille’, which is Italian for ‘thousand’, and to distinguish it from the ‘high mile club’, which is a bit different…)

Here’s a beginner’s list that you simply have to get right every time if you aspire to push your fees above $1,000:

turndown service

Be prepared to respond to guests asking your housekeeper to return at a time that is most convenient for them, even if it means outside of your team’s normal business hours. Do not ask if the guests want to eliminate the daily cleaning service. If they are concerned about personal interaction, they will certainly let you know. And today you also need good room occupancy tracking to know when rooms are vacant so your team can prepare rooms invisibly and quickly.

Upgraded towels and sheets

Sorry, the sheets are not to be used as scrubs! The quality of the sheet must be up to par. Get familiar with Frette, Castello, or other high-end manufacturers. Linen thread counts are also becoming an arms race in the way they are marketed. Towels should be extra thick and never skimp on quantity. Some guests may wish to reuse towels as an eco-friendly gesture. This is your option and should never be forced unless you are in a drought restriction.

One bottle of each amenity is insufficient

Two-ounce bottles of shampoo, conditioner, and body wash. it may not be enough, and you should double the amount if the service orders on your trading platform indicate such evidence of guest requests for additional toiletries. Many hotels are moving towards dispensers for economic and ecological reasons. If you’re using dispensers, only the best name brands will do to make up for their mediocre perception among luxury consumers.

unlimited water

We visited a hotel where the guest agent who took us to our room was excited to say, “Two bottles of water will be replenished each day for free.” As the room cost 975 euros per night, we naively asked: “And if we need more than two?”. The response was that additional bottles of water were available for six euros in our minibar. While accountants reading this may think this is entirely logical, we question the logic at this price. When you are really at the Mille Club you value the customer for life not a dime and you tone it down along the way.

Speaking of minibars, should you really charge for the contents?

We wonder if the days of minibar to grab and pay at the Mille Club they are logical. Even if the guest deletes it, which is highly doubtful, the cost of the content is probably in the $20 range. Once again, penny stocks lead to foolish behavior. Charging seven dollars for a two-ounce bag of chips is simply insulting, as it assumes that the luxury consumer is not price conscious. Of course they are! How do you think they became luxury consumers? Your guests will pay the exorbitant price for the chips if they really want them, but they will hit an emotional pain point and it will be one more factor preventing a return trip.

TV streaming services

Especially when you’re traveling for an extended period, streaming services like Netflix, Amazon Prime, or Disney Plus are logical additions. Don’t ask me to try to sync my laptop to the TV. I have tried and my success rate is low. Keep it simple; make easy. The luxury guest values ​​time far more than money, so don’t waste time making them try to figure out how to log into your complicated system or deal with a complex casting solution.

lighted makeup mirror

It’s not a ‘guy’ thing, but women are waiting for them. If you don’t have one, commit to the smaller capital now. It’s a critical differentiator because the lack of a modern vanity mirror setup introduces discomfort into the bath experience.

Welcome gift with handwritten note

Welcome gifts can be tailored to the guest, the hotel, and themed events like the season or a current local festival. They don’t need to be too expensive, but they should be there on arrival. No one expects Dom Pérignon, except perhaps in the $5,000 fare level! But a welcome bottle of Prosecco or regional wine makes all the difference, accompanied by fruit or baked goods at the very least.

Best Topping Treats

A two-bit chocolate just won’t cut it. Something interesting is more appropriate, like handmade truffles. The packaging and presentation make the difference; it’s the way you deliver it more than its actual value.

Fluffy robes and new slippers.

At the time of coverage, gowns should be taken out of the closet and placed next to the bed. Slippers can stay in the pack as long as they are not being worn, but they should also be at the bedside. Your guest shouldn’t have to dive into the closet to find these items. It’s a small touch, but if you’ve made it this far in the article, it should be clear that nuances make all the difference.

Plentiful and quality coffee in the room

Nespresso or Illy machines of course. But make sure you have an adequate supply of capsules, both regular and decaf, and never creamer powder or other overly synthetic additives.

fresh flowers

Real, not plastic please! And these must be supplied both in the room and in the bathroom. This provides a luxurious feel and brings a natural element to the suite. Remember that smell is an important sense to activate and help change the mood of your guests.

Personalization begins with a greeting by name

There is no deeper level of personalization than being called by name, as it is the most personal item anyone appreciates. Your team must learn to recognize your guests and call them by name. It should be easy when they call on the phone, but this is often overlooked. The same in reception and concierge. Staff training will help, as will technologies that can help you know who is calling, texting or coming up to the front desk.

Above all, be kind. Remember, guests can stay elsewhere if they choose. They did not select your property because it was slightly cheaper than your compensation set. His decision was more complex and reflected a combination of factors. While many of the items on this list may seem a bit trivial, they are clearly noticeable. Is it enough to limit your repeat business? Maybe then why take the risk?

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