When convention is good
18 April 2018 Roger Pride
At Heavenly, we like to break with convention. We believe it’s important for brands to stand out rather than fit in. We also think that ownable messaging and a distinctive tone of voice help create memorable and engaging communication.
Having said that, I recently came across some brand language which convinced me that sometimes sticking with convention is good.
Loyalty and reward programmes are important for travel and hospitality brands. In return for loyalty and frequent purchase we are recognised and rewarded. Higher status brings enhanced points, room upgrades, business lounge access and a whole range of little extras and surprises designed to make you feel special.
It’s true that such schemes are ubiquitous and it’s difficult to tell the difference between them. But in the quest to be different, some have lost the plot. When World of Hyatt relaunched their loyalty programme, they shunned the convention of using Platinum, Diamond, Gold or Silver to designate status. Instead they went for Discoverist, Explorist, and Globalist with Globalist being the elite tier. Seriously?
Perhaps Small Luxury Hotels of the World use the same consultancy. They seem to have taken their cue for stupid tier names from Hyatt in choosing Invited, Inspired and Indulged. Call me old fashioned, but frankly I would be embarrassed to check-in at one of the rather delightful Small Luxury Hotels and have to say my status was “Indulged”.
So, convention can be good. Everyone knows that diamond is more precious than gold and gold beats silver. I’m happy to be a Hilton Honors, gold member and one day I may achieve diamond status. Then I can truly indulge myself.