If you know me, you know I love a deal. Make friends on Twitter, Check in on Foursquare for a free XYZ. It drives my husband nuts, but often works out to his advantage. There’s a variety of ways you can reward customers, and the hotel rewards program is one of the longest, AND most confusing of them all.
My husband and I just got back from a trip to New York City to celebrate our 10 year anniversary. It was AWESOME. We had a great time, amazing food, and stayed at a cool hotel in midtown. When we checked out of the hotel on Monday, I mentioned that I had joined their rewards program online and could they please apply this stay to my account. And then this…

Front Desk: did you join the program AFTER making your reservation?
Me: Yes
Front Desk: Sorry, we can’t credit you, but it’ll be good on your next stay at any of our properties!

Fun fact: there won’t be a next time.

I just spent a LOT of money at your property. I’m not asking you to retroactively credit EVERY stay for the past 2 years. I joined BEFORE we stayed here, not after. I joined your “club” because of this stay, I’m sorry that your website didn’t do a good job of getting me to opt in while making the reservation.  That’s not my fault. But your program is STUPID. I’ll stay elsewhere next time.

If you have a membership or rewards option don’t be like these folks. A newbie special is great, but don’t forget that you’re alienating all your current customers by not letting them in on a deal when they paid full price to join you. I’m not saying give away the farm, I’m saying don’t forget to reward LOYALTY.