There are some gestures by loyalty programs that create a lot more goodwill than their value suggests. For example, one of my favorite Executive Platinum perks with American is that I get a free drink and snack whenever I’m in coach. I typically don’t drink so the snack is worth at most $10 at retail (the actual cost to American is maybe a couple of bucks). But you know, I actually feel like the airline appreciates my business when the flight attendant proactively offers me the drink and snack for free and thanks me for my business. It’s brilliant, because I often have a more favorable impression of American when my upgrade doesn’t clear than when it does.
Similarly, I got an email from Starwood a couple of weeks ago offering me a Platinum renewal gift:
While it’s nothing huge, it sure is a nice gesture to be offered something you weren’t expecting. I selected the $25 award certificate, which is good as cash at any Starwood property. It arrived in the mail today:
Again, it’s not a life changing reward, though it makes me a feel a whole lot more favorable towards Starwood than the $25 value (at retail) suggests. It’s gestures like these I wish we’d see from more loyalty programs. Kudos!