There’s potentially lots of value to having hotel elite status. However, there’s no denying that elite ranks have swelled quite a bit over the years, especially with some programs making it easy to earn top tier status with a credit card.
The way I view it, hotel elite status is still valuable for the guaranteed benefits, like complimentary breakfast, executive lounge access, late check-out, etc. However, I try to manage my expectations when it comes to complimentary upgrades, given the amount of competition for those.
Along those lines, I wanted to talk about a trend we’re increasingly seeing at some hotels, as I’m curious whether people view this as a positive or negative…
In this post:
Hotels being transparent about the number of elite guests
We’ve seen a trend whereby more hotels have started to post signs at the check-in desk that state how many elite members are staying at the hotel at the moment:
- This seems to be most common at Marriott Bonvoy properties, but we’ve also seen this at some other brands
- Sometimes the sign lists the number of elite members checking in that day, other times it lists the total number of elite guests currently staying, and sometimes it lists both
- The sign is usually phrased in a way that comes across as friendly, about how happy the hotel is to welcome all of its loyal elite members; sometimes there’s also a reminder about how certain elite perks are subject to availability
- Generally these signs don’t seem to be provided by corporate, as each is different, and is done on a property level
At this point, only a very small percentage of hotels seem to have these kinds of signs. However, it does seem like this concept is spreading, slowly but surely.
I find these signs to be useful, but also sort of tacky
These kinds of signs get quite some reactions from frequent hotel guests, with people generally being in one of two camps:
- Some people view these signs as being helpful in terms of managing expectations; honestly, the signs are a reminder that we’re not that special, even if the loyalty program tries to tell us that we are
- Some people find these signs to be insulting; they think that this is essentially a way for hotels to tell us that we shouldn’t expect a whole lot
So, would it be helpful if hotels consistently had these kinds of signs? I would actually like to see that, but I don’t think it’ll ever happen.
For one, it’s not in the interest of the hotel group (rather than the individual property) to have these kinds of signs. Hotel loyalty programs want to sell you on the concept of elite status being really special, and it being something that’s worth going out of your way to earn.
When you find out that half of the guests at a hotel have a high elite tier that entitles them to space available suite upgrades, it kind of makes status something that’s not worth striving for in the same way. It reminds me of the “Come Fly With Me” clip where someone buys a speedy boarding pass, only to find out that every person on the flight has purchased the same priority boarding option.
That being said, I do think these kinds of signs are genuinely useful in helping people manage expectations. Personally, I’d actually like to see more of these, as it’s good to know where you stand.
For example, there are all kinds of elite members who are technically eligible for space available suite upgrades. Historically, the approach that many people have taken is that if they’ve seen standard suites available for sale on a hotel’s website for the day of arrival, they’ve requested an upgrade to that suite.
However, if you know that 50% of the guests at a hotel have the same status as you, maybe it puts us in our place a bit as to where we really stand.
The number of elite members at a hotel varies wildly based on the location, day of week, time of year, specific hotel, etc., and I think that’s something that many people don’t appreciate. And frankly there is no way we could appreciate it without signs like this. It’s similar to how many airlines publish the upgrade waitlist, which is useful for knowing where you stand.
I of course hope that hotels do everything they can to take care of elite guests, but if you don’t get a suite upgrade, it’s nice to know that it’s not because the hotel is being stingy, but rather because there are 100 other people with the same status as you, or maybe even higher status.
That being said, I also think these signs are kind of tacky. When you’re a customer somewhere, you don’t expect that you’re so openly compared to other customers. Of course every business has some customers that it values more than others, but you expect that comparison to happen in the background, and not so openly.
If you’re celebrating your honeymoon and are spending $2K per night to stay at a Ritz-Carlton without elite status, it doesn’t feel great to see a sign welcoming all elite members, and showing just how far the “totem pole” you are.
Bottom line
We’re seeing an increasing number of hotels that are posting signs at the check-in desk sharing how many elite guests are staying. People seem to have different reactions to these signs.
Personally I find these signs to be useful, especially when a hotel program’s elite perks are on a space available basis, so are very much competitive. At the same time, I do think openly “comparing” your customers in this way is a bit tacky. Still, on balance I consider it to be a positive, and would love to see more hotels do this.
What do you stand on these “transparent” signs from hotels — do you find them useful, insulting, or what?
That's my photo!
I took it at the Marriott Lake Biwa in Japan last year.
(no idea how it ended up in that Reddit post)
At the time it was the first time I'd seen that, and it struck me as a good idea. I'm a platinum, and might have grumbles about not getting an upgrade if I hadn't seen the sign
I'm sure it saves the front desk employees a lot of grief.
This is in a Japanese hotel they hate confrontation and most likely use the sign to discourage entitled Americans from kicking off about the upgrade they feel they are entitled to even when it's not an entitlement it's subject to availability.
I stay in many different chains but more often than not an American is kicking off about something, usually making a big deal over nothing.
Translation: You are not so special and we hand out status like candy.
I find them useful. Mostly in terms of managing expectations, but also to show you your place in the food chain. Down, deep deep dooooown.
Bonvoy, after 3-4 years of Ambassador Status, does not, as a rule even consider upgrades beyond a better window view or higher floor. I had 1 suite upgrade in 3 years, and 400-500 stays and that was an involved process of engaging the Ambassador desk and booking an expensive room at the Ritz Carleton in Hong Kong. (The stay was wonderful), but noteworthy), in that it was the only suite upgrade I received in 3...
Bonvoy, after 3-4 years of Ambassador Status, does not, as a rule even consider upgrades beyond a better window view or higher floor. I had 1 suite upgrade in 3 years, and 400-500 stays and that was an involved process of engaging the Ambassador desk and booking an expensive room at the Ritz Carleton in Hong Kong. (The stay was wonderful), but noteworthy), in that it was the only suite upgrade I received in 3 years. When I would “inquire”, at hotels that were obviously empty or nearly empty, desk clerks often reply, “oh, no upgrade was applied as room placement is handled by the day managers”. The program is a “discount coupon clipping” operation and I use it only as a last resort. I’ve happily returned to my Royal Ambassador program at IHG.
Absolutely tacky. It’s a marketing thing, trying to create a sense of „belonging“ for the „elites“ and a feeling of envy for the others („I want to be one of them“).
Just imagine this on a flight („today we have 27 Senators on board“,- WTF)
Totally off-putting for all full fare regular customers.
And I can’t believe it’s even worth a blog post of this length…
The denial in this thread is hilarious.
“These signs are unverified, there can’t really be that many elites, my status can’t be that worthless!”
It’s a hotel in Japan - trust me, they won’t be making it up.
They should do this the same way airlines do it. On the app when you check in. That way you eliminate the tacky sign which discourages new members from joining. But elites can also manage their expectations. All the airlines I fly regularly show their upgrade waitlist in app. Why can’t the hotels do the same? (2 suites available, 10 people with higher status ahead of you), etc.
"It reminds me of the “Come Fly With Me” clip where someone buys a speedy boarding pass, only to find out that every person on the flight has purchased the same priority boarding option."
You beat me to it! Great minds think alike, though :)
Whether tacky or not, someone in Bethesda should wake up, drink an espresso, and make an affirmative decision. Right now it speaks to exceedingly poor quality control. If you like these signs, standardize. If you don’t, nip this in the bud. This is the 8.5x11 paper edition of a rusted nail sticking out of a wall.
People believe these signs?
They’re fully unverified.
I am in favor of the signs. Marriott is pumping up its Bonvoy program to get people invested, making them feel special. Hotels are essentially saying yeah everyone is special which means no one is.
I wouldn't be surprised if corporate bans signs like this as they point out Silver, Gold, and (borderline) Platinum are all but useless at popular Marriott hotels.
Completely agree!
Would be better if they got rid of credit card status holders.
It would be good for you but not for the companies, the hotel groups and the credit card companies/banks bottom lines.
It’s tacky and a turn-off. And odds are that the numbers are going to often be inaccurate, if they ever were wholly accurate at the turn of the night or even at the start of the day.
The hotels are doing this to lower expectations from elite status guests and provide less in the way of service to elite status customers. These hotels are more or less saying “look, you aren’t so special, see who...
It’s tacky and a turn-off. And odds are that the numbers are going to often be inaccurate, if they ever were wholly accurate at the turn of the night or even at the start of the day.
The hotels are doing this to lower expectations from elite status guests and provide less in the way of service to elite status customers. These hotels are more or less saying “look, you aren’t so special, see who else is here, some on even higher rates than yours”.
What they are inadvertently doing is telling guests in the aggregate that elite status in the loyalty program is overrated so don’t really care about going for it (or any higher status) either.
My other concern is that hotels may very easily straight up lie. So many of these branded hotels are into cost-cutting, I wouldn't put it past some of these to just make up numbers simply to deny upgrades and other benefits.
Angry customers that would create a ruckus anyways will do so regardless of the sign. The solution is proper customer service training.
I think they are towing your giraffe LOL
I personally think it is a great opportunity for upselling. I would even go as far as suggest the hotel to notify the guest ahead of time on the hotell app, the number of "competitors" are checking in on the same day as the guest. Therefore, guest can etiher choose to pay up, or go to another hotel.
Elite statuses are marketing scheme to make more money. I would rather pay than wish or worse yet, harrase the front desk staff.
A lot of hotels do upsell before your check in including some airlines. You brought up an interesting point. Why not just combine the two together? See the upgrade list and if you want to pay to upgrade. It works great for the companies and for those willing to pay.
They could simply save a lot of effort and ink by posting signs that say simply "Don't expect much."
Henare for the winning comment! So true.
@Ben any idea on how hotels prioritize guests within each elite tier? I assume different by chain, but how do you allocate say 10 suite upgrades when there’s an eligible pool of 50? By lifetime status? First in? Etc?
Re: "...50% of the guests at a hotel have the same status..." --- not sure how one is able to derive that from the list of # elites that night? 4 Amb in a 1000 room hotel is very different from a 100 room hotel, no? Would be more useful if the hotel showed a clear reason as to why you're not getting upgraded (50% of rooms taken, or manager doesn't like you :-))... or...
Re: "...50% of the guests at a hotel have the same status..." --- not sure how one is able to derive that from the list of # elites that night? 4 Amb in a 1000 room hotel is very different from a 100 room hotel, no? Would be more useful if the hotel showed a clear reason as to why you're not getting upgraded (50% of rooms taken, or manager doesn't like you :-))... or like airlines, just have an upgrade list that is cleared based on status, priority/ticket/fare, time-line, etc., and timeline until when that's held (e.g., if I'm upgraded in advance, and don't show up by 11pm or call-in, then they can give the upgrade to the next person).
Personally, I appreciate it. I like just about anything that helps to manage expectations. That said, it is stuff like this that makes me regret going with SPG over Hyatt when I started working years ago, but who could have known that SPG would be the one to disappear /shrug.
Back before SPG was acquired by Marriott, I probably had about a 60% upgrade rate or so, while now its more like a 5% upgrade...
Personally, I appreciate it. I like just about anything that helps to manage expectations. That said, it is stuff like this that makes me regret going with SPG over Hyatt when I started working years ago, but who could have known that SPG would be the one to disappear /shrug.
Back before SPG was acquired by Marriott, I probably had about a 60% upgrade rate or so, while now its more like a 5% upgrade rate. Signs like this really help convey that we're not in Kansas anymore, lol.
Delta always has room for my giraffe.
Not sure if this is a good example (140 out of 267 are elite - but subtract the giveaway Gold). The Lake Biwa Marriott is likely a mostly tourist hotel - and likley full of American's on tours/cruise. However it does have a lounge, but with breakfast in the restaurant. Another factor is - picture of hotel shows 1/2 the rooms face the lake and other half do not. I would guess people are looking for an upgrade room facing the lake.
It’s the start of upgrade list for hotels and their overt explanation why one can not an upgrade. Free agency is best way to book hotels. Off course if u are a road warrior and company has deals one is stuck with the contracts, otherwise book what u want and screw the loyalty lane! Luckily now retired I can book where I want and what fits my needs at destination.
They might be useful if we could rely on property management's honesty, but since we obviously can't, they're not just tacky but insulting to our intelligence.
I never saw the value in hotel status, ever, despite how much it was pumped up by bloggers. This situation is a great reason why. Marriott should never have been able to acquire SPG; that one was a real head scratcher.
Fully support. And I’m only a platinum!
I can’t stand the countless people whining about upgrades. Like calm down. You really ain’t special for spending so many nights at Marriott's or credit card spend. Even at luxury properties this is fine, because most times those are points properties and more-so people push the upgrade demanding. You can even see some of them in this comment section
That's why people these days fall for fake news and propaganda.
Only one comment so far have been to closest to realize the only real issue.
Who is auditing these numbers.
Since when should you trust these numbers.
The best way to deny any elite benefits, lie. The best way to convince customers you're not lying, fluff something to support your lie.
Most people who believed Tim already proved my point.
Tacky. They are basically saying "F Off, you're not getting an upgrade"
I was once told by the uptight and snooty front desk "person" at the Westin LAX "You're just a Platinum". No one is "just" when we spend half our year in your hotels. How cheeky...oh he got told and then some.
Having stayed at that hotel over 30 times in the past, I canceled my reservation and have never returned. Luckily LAX has...
Tacky. They are basically saying "F Off, you're not getting an upgrade"
I was once told by the uptight and snooty front desk "person" at the Westin LAX "You're just a Platinum". No one is "just" when we spend half our year in your hotels. How cheeky...oh he got told and then some.
Having stayed at that hotel over 30 times in the past, I canceled my reservation and have never returned. Luckily LAX has many decent airport hotels.
It was also the beginning of the end for me with Marriot, and even though I have lifetime status, I barely use them unless I am somewhere in the world where I have to.
F Marriott!
Platinum is 50 nights (or 35 if you have a Marriott credit card), so “we spend half a year at your hotel” is a stretched (not even close to half a year)
What I wrote - "when we spend half our year in your hotels"
Your misquote - “we spend half a year at your hotel”
It was a generalized statement (the we) referencing, not just myself, but all of us that spend up to half our year at THEIR hotels...not just Marriott, but the industry at large.
I have elite status with 3 hotel groups, and in 2023 out of 5 1/2 months in hotels, Marriott...
What I wrote - "when we spend half our year in your hotels"
Your misquote - “we spend half a year at your hotel”
It was a generalized statement (the we) referencing, not just myself, but all of us that spend up to half our year at THEIR hotels...not just Marriott, but the industry at large.
I have elite status with 3 hotel groups, and in 2023 out of 5 1/2 months in hotels, Marriott saw me for 10 nights in Europe and one night in South America. That was it...
btw - Platinum Elite is 50-74 nights per year.
Platinum is now available with a cobranded credit card. It's about as useful as HHonors Gold now.
The larger point has been alluded to. Everyone is an elite now with Marriott. Credit cards are handing out elite status right and left.
To your point of Platinum status, that's 1) 50 nights per year in hotels, 2) amex Marriott cc gives you platinum status as a part of the benefits package, or 3) a business cc and personal credit card significantly reduces the # of nights you need to stay in a...
The larger point has been alluded to. Everyone is an elite now with Marriott. Credit cards are handing out elite status right and left.
To your point of Platinum status, that's 1) 50 nights per year in hotels, 2) amex Marriott cc gives you platinum status as a part of the benefits package, or 3) a business cc and personal credit card significantly reduces the # of nights you need to stay in a hotel for platinum.
Personally, I am in favor of the signs. Marriott is pumping up its Bonvoy program to get people invested, making them feel special. Hotels are essentially saying yeah everyone is special = no one is. Wouldn't be surprised if corporate bans signs like this as they point out Silver, Gold, and (borderline) Platinum are all but useless at popular Marriott hotels
Another tacky thing is "Guest of the Day" signs that some Holiday Inn properties have displayed at the front desk. I think it's a huge invasion of privacy to have my name displayed. Sometimes BUT NOT ALWAYS the surname is initialized. But not always.
I personally don’t feel comfortable with these signs, because I feel hotels are not that “honest” after all. I think most elite members have experiences where we were initially told that no upgrades are available, but then after another look/a supervisor came or whatever, an upgrade suddenly becomes available. From a customer’s perspective it’s like the hotel just lied to me. That happens just so often that I can’t help but suspect hotels might inflate...
I personally don’t feel comfortable with these signs, because I feel hotels are not that “honest” after all. I think most elite members have experiences where we were initially told that no upgrades are available, but then after another look/a supervisor came or whatever, an upgrade suddenly becomes available. From a customer’s perspective it’s like the hotel just lied to me. That happens just so often that I can’t help but suspect hotels might inflate that number, or at least leverage it to give less upgrades than possible.
Airlines publish upgrade lists, explicitly telling us how much upgrades are available and how many people are before you, and promise you get upgraded once you make it. If hotels do the same I will then change my opinion.
Hopefully it’s a good reminder to the management why people are staying there. In the Lake Biwa example you posted ~50% of their rooms are taken because of peoples’ Marriott loyalty
Yes. Why pay a premium to stay at a Hyatt hotel as an Explorist when a cheaper independent hotel will have a lower or comparable cost for a room night that comes with a comparable or better room with more complimentary service and better value for the money? I guess this is why Hyatt keeps having to do the 20 night Globalist fast track offers — lower status levels count for less and less and are just another way of hitting consumers with inflation.
I totally gave up on hotel loyalty. Just finishing a 2 week vacation in Europe and staying at 4 amazing local hotels and treated like king. Breakfast always included in the rate, no hidden BS fees, no stupid overcharges, etc… Most are boutique hotels, family owned and they really care about their guests. For me, unless on a business trip, that’s the way to go.
So, where did you stay and how were the prices compared to local Marriotts? would be much more helpful.
In my experience lot of "amazing local hotels" I have stayed are not giving you any kind of compensation goodwill, if there's anything wrong for example aircon, and if they can't fix it, there is no recourse through coroprate neither.
If everyone is elite no one is… I fully support this, but also fully support making tier levels harder to earn. Hotels need to figure out how to do it like airlines. Status based solely on spend would piss off a lot of people but is probably necessary in the next few years (or at least a combination of spend and nights like airlines a decade ago)
Don’t post the list at a property, put it in the ap.
"Useful and tacky" is the correct answer.
I'm more curious about its effect on non-elites. I've certainly avoided Marriott hotels many times as a non-meaningful (aka Gold) elite because why would I want to subsidize whatever benefits the elites get for free, by paying the chain hotel premium?
Hotels are Bonvoys customer.
Guests are the product.
Signs like this provide transparency
1. You are the product
2. You aren't the bestest of product
So
3. Don't complain.
They really don’t provide transparency when the aim is to cut customer expectations in order for the hotel to save money and/or pad its revenue by under-delivering on elite status benefits. And sometimes the numbers displayed for each elite status category are exaggerated or even seem deliberately misleading.
They provide some transparency about how poorly the hotel may think of its elite status customers or how much the hotel wants to underdeliver on the “subject to availability” “benefits”.
A: it’s amazing @ managing expectations…
B: it’s no different then seeing the UG list @ the airport for our free F class upgrades, but I don’t hear any complaints about that…well, at least that I recall, I’m sure I can find some…
C: on that same train track, if you want a guaranteed Suite, much like a guaranteed F class seat, just buy it…
If it is about managing expectations, then it would be better to send an arrival welcome letter from the general manager that included the numbers at the bottom. This way, the only people who see it are the other elite members. If I am a basic level member or non-member and I see that the hotel has 59 silver, 29 gold, 9 platinum and 3 beryllium guests staying, it really seems like they are telling...
If it is about managing expectations, then it would be better to send an arrival welcome letter from the general manager that included the numbers at the bottom. This way, the only people who see it are the other elite members. If I am a basic level member or non-member and I see that the hotel has 59 silver, 29 gold, 9 platinum and 3 beryllium guests staying, it really seems like they are telling me that there are 100 people more important than me and that I am irrelevant to them. Sure, this is probably true, but at the same time, it is not a way to make a guest feel welcomed...
I'd like to see this in a boarding gate, for fun. I want to make sense of why I am 47/78 on the upgrade list.
What a pathetic move by these hotels. More rubbish American service. Don't know how anyone compares it to airline upgrade lists. No similarity at all.
Exactly. Hotels are deliberately not transparent about the availability of better rooms that should be allocated on a complimentary basis on the basis of elite status benefits. They have cost-control and/or wishful revenue-enhancing reasons to deny upgrades and hope they don’t get caught denying due upgrades. This is even more so the case at properties where the hotel front desk employees are told to give no big upgrades without supervisor or other designated employee approval.
Exactly. Hotels are deliberately not transparent about the availability of better rooms that should be allocated on a complimentary basis on the basis of elite status benefits. They have cost-control and/or wishful revenue-enhancing reasons to deny upgrades and hope they don’t get caught denying due upgrades. This is even more so the case at properties where the hotel front desk employees are told to give no big upgrades without supervisor or other designated employee approval.
I don’t think it’s any tackier than airlines publishing standby or upgrade lists. Helps manage expectations and I think is a good thing. However, I can also see the loyalty program managers looking at them as a way to perhaps introduce new tiers and further stratify the elite population.
A few weeks ago I checked in to the Protea by Marriott Bloemfontein in South Africa. Evidently I was the only Bonvoy Elite of any level checking in that day because they had a special table in the lobby with a WELCOME VIP sign and my name and balloons and some complimentary juices for myself and my wife. The lobby staff lined up and chanted "welcome, welcome" as I finished my checkin procedure, to the...
A few weeks ago I checked in to the Protea by Marriott Bloemfontein in South Africa. Evidently I was the only Bonvoy Elite of any level checking in that day because they had a special table in the lobby with a WELCOME VIP sign and my name and balloons and some complimentary juices for myself and my wife. The lobby staff lined up and chanted "welcome, welcome" as I finished my checkin procedure, to the obvious curiosity of all the other guests passing through the lobby.
It was quite embarassing as well as amusing and thankfully I was in a good mood so I played along. Grouchy me after a long flight would have been less tolerant! If you're connected with me on Facebook you can check out some of the pics my wife took of the whole rigamarole and tagged me in.
Elites don't give a fuck how many other elites there are. All they wanna know is if y'all are giving me an upgrade or nah.
If there are 57 Platinum guests and I'm the only gold member, that just tells me I won't be getting an upgrade.
They're super useful in managing guest expectations. The last hotel I stayed at had a guest having a dramatic meltdown at check-in because they were getting married at the property and they didn't automatically get upgraded to a suite when they were a elite level cardholder. There are not enough free room upgrades when there are 45 Elite members showing on the screen as guests for the night.
I've learnt to never expect a room upgrade, even if I've booked through a Virtuoso (or similar) agent.
If it's important for you to be in a suite, then book a bloody suite. There's no point melting-down just because other guests had the audacity to actually pay for them.
Forget melting down as that is counterproductive. What is productive is calmly insisting that a customer should get what they were promised — even for promises that are contingent upon availability at specified moment of relevance.
If the promise is subject to availability, and there are 50 people who have higher status than you, then you haven't been promised anything. Marriott is hiding how useless its bonvoy program is for Silver, Gold, and (Borderline) platinum members.
The promise isn’t subject to availability. What is promised that is subject to availability is often available but not granted because the hotel wants to avoid delivering the promised benefit in order to try to keep down its housekeeping costs or to monetize away from the promised benefit by selling the benefit — be it early check-in, late check-out or the upgrade — to someone else with or without elite status.
The problem really...
The promise isn’t subject to availability. What is promised that is subject to availability is often available but not granted because the hotel wants to avoid delivering the promised benefit in order to try to keep down its housekeeping costs or to monetize away from the promised benefit by selling the benefit — be it early check-in, late check-out or the upgrade — to someone else with or without elite status.
The problem really comes down not to too many people with status but to the hotel brand owners going soft on the hotel property owners/operators who think they are financially better off by playing customer-unfriendly games. And they can do this easily when the likes of Marriott aren’t really guaranteeing much to those of us putting their own heads in the beds.
I also find the "wheels" that certain guests can spin to be tacky. They started at Holiday Inn properties about 20 years ago. They've now popped up at Hyatt and Marriott properties. Almost always properties that are managed by third parties for a franchisee. It's so tacky.
I just can't understand the allure of saying a password, then getting to spin a wheel where the best prize available is two glasses of $10 bottle wine (Kimpton). At a recent stay in an Aloft, I "won" free self-parking in their uncovered lot - $12 value.
I understand why they do it, but it's still a little tacky and passive aggressive, especially if they're a so-called "luxury" property.
High-end hotels should have high-end staff that are properly trained in customer service to deal w/ elite guests demanding things when they are out of upgrades or whatever.
Imagine if Aman Tokyo had an elite program and a printed sign like this on their desk, total turnoff and lowers the quality and stature of the place.