INVITED: A New Paradigm for Frequent Guests from SLH

Small Luxury Hotels of the World is a collection of over 500 hotels in 80 countries that are, well, exactly what the name implies.

Historic or modern, city center or on a private island in the middle of the Pacific, this diverse portfolio of hotels is similar only in a few important areas: They’re independent-minded, intimate, and luxurious—far from the die-cast mold of the large luxury chain.

The group—SLH for short—has rolled out a new loyalty program, called INVITED. Or rather, they’ve updated their existing loyalty program with a new name, and benefits that I noticed are available to guests on their first stay. I know my way around hotel loyalty programs (I went on a “mattress run” to tier-up my elite status with one of them last year) and after reviewing what’s included with INVITED, I found several things to like.

First and foremost, I think loyalty programs should offer benefits for everybody who signs up with the program—after all, you’re handing over your data and allowing the company to monitor your buying behavior, so you should get something for it.

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INVITED members get a 10 percent discount off the Best Available Rate, free Wi-Fi, free continental breakfast and early check-in/late check-out based on availability. That’s all members, all hotels, all stays, provided they’re booked through SLH channels and not directly with the hotel or via a third party.

Let’s value those a moment.

Member-exclusive rates are the hot ticket item with hotel loyalty programs this year, so that’s nothing groundbreaking, although it’s noteworthy that a specific discount amount is designated. Free Wi-Fi is another relatively standard perk for entry-level hotel loyalty members.

As far as registration and check out time flexibility, that’s really something any hotel property should do for any guest if availability allows. It’s just good hospitality (particularly for a luxury hotel) to check a guest into the room category they reserved if there’s one right before check-in time. The same goes for departing guests—if you haven’t sold the room for the next night, give them extra time.

It’s something other programs guarantee for elite tier members with a few property exceptions.

The most benefit for entry-level members here is with the continental breakfast, which is a good value considering the retail price at most luxury hotels. Sign up for the program; get free breakfast with every stay. That’s got me interested.

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Also notable is the ability to achieve the first tier status after a single stay.

Beginning on the second stay, guests move from “Invited” to “Inspired” status, which affords a single category room upgrade and a birthday gift. After 6 stays or $6,000 in spending during a calendar year, guests reach “Indulged” which folds in invite-only events and a free night.

The Takeaway

With more value-adds to less frequent guests, in a hotel category not synonymous with loyalty programs, INVITED is most certainly worth some attention from independent luxury travelers.