A few weeks ago, I was in Los Angeles’ Hollywood section working a photoshoot for one of my clients. Minutes after plunking down $20 to park in a ramp several blocks away from the venue, I walked past the W Hollywood.
It charges a $55 daily rate (yes) for valet.
My job was slated to last only about six hours. I thought I wish I could’ve parked at the W for $20 and earned Marriott Bonvoy points! Instead, some random lot — whose safety didn’t exactly inspire confidence — got my business.
That got me thinking.
Points and Discounts for Parking During Events
Wouldn’t it be great if loyalty program members could use hotel parking facilities at a discount and earn points when not staying at the hotel? This, of course, would have to be limited to a certain amount of time (before those overnight rates kick in). But it could be a great way for hotels to attract more people to their properties — and enroll in loyalty programs.
I understand hotels must keep a certain portion of parking available for overnight guests. And this is probably a pipe dream.
Points When Patronizing their Restaurants & Bars
I don’t usually hang out at hotel bars and restaurants. I occasionally spend time at local hotels meeting visiting friends or clients.
My wife and I were married at the Sheraton Universal; we enjoy having drinks and appetizers there during our wedding anniversary.
Earning loyalty program points would be a great way might incentivize more locals to stop in for a drink or bite even when not staying with them.
How Would Hotels Know Who’s in their Programs?
A simple match of photo ID and some kind of credential should be required. This would help limit “perk abuse,” if you will. Here are a couple of ideas:
Hotel Credit Cards
Most hotel credit cards print loyalty program membership numbers on the cards. Not only would that work great for identification purposes but also encourage members to use their co-branded credit cards onsite.
The Wallet feature on my iPhone contains many of my loyalty programs’ virtual membership cards.
They can be individually selected to reveal a member’s name and loyalty program number.
Would You Take Advantage of These Perks?
Are these perks something you’d enjoy and use? Or do you use patronize hotel amenities when you must? What problems or benefits do you see with these ideas? Please share your thoughts in the below Comments section!
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