I signed up last week for a new Starwood Preferred Guest card when staying at their downtown Phoenix property. Seems my old card was one of the casualties from my move to San Diego from Vancouver, Canada. I received my new card in the mail before I returned from my 2-night stay, personalized, even with the correct spelling of my name.
A day later I received an email offering me the opportunity to visit this site: http://bit.ly/kjCHvV and customize my card. I could choose a resort destination photo, a completely individual quote of my own, and a vacation icon or flag and make this newest travel loyalty card my very own.
I did it, and they promised to mail me my card version in a couple of days.
I travel a lot, and notice the little things hotel brands are doing to differentiate themselves. It's no secret that on check-out I told the front desk person that my stay last week was one of the best in a hotel anywhere this year. Their attention to detail, to personal service and to making every attempt to ask and listen to my comments was top notch. So while I was somewhat surprised to be offered the chance to personalize a card I likely won't use as much as my Starbucks card or iTunes card, it was a totally on brand move by a company clearly trying to deliver authentically personalized service.
And there's the potential now that I'll use it more than originally thought...