Ambassador Aspirations

Wedding anniversaries call for a celebration in one form or another.  My wife and I default to dinner out and exchanging store-bought cards. This year however, we threw caution to the wind and splurged on three days at the beach, at one of those resorts where they put a price tag on every little thing. It was meant to be the proverbial toast to our almost forty years of marital bliss. But right out of the gate I had to wonder if dinner and a card would’ve been the smarter choice.

Ocean-front room… has a nice ring to it, right? Somehow I shooed the practical angel off one shoulder in favor of the carefree one on the other and just booked it. I figured the extra cost would be justified by endless views of the horizon, easy walks on the beach, and ocean waves to lull us to sleep. At least that’s what I had in mind as I approached the front desk.

No sooner did I present my driver’s license and credit card when “Paula” (per the name tag) said, “Can I hang onto your cards a sec, Mr. Wilson? I’ll be right back.” Without waiting for an answer she disappeared behind a closed door. Minutes passed. Then tens of minutes. The growing line of check-in guests behind me was stressful, but more to the point what the heck was taking Paula so long? Was I about to be arrested and dragged away in cuffs? Was my credit card getting shredded to little bits? Was Paula really a front desk employee or someone who was already out the back door with visions of identity theft?

My fears were interrupted when the closed door opened and out strolled a more important-looking person – “Kevin” from Guest Services.  Kevin asked if I could “step aside for a personal conversation”. So we moved beyond earshot of the other guests and an awkward exchange began.

“So… Mr. Wilson… uh… I don’t how to tell you this so guess I just tell you.  We don’t have any more ocean-front rooms.  I’m very sorry.  We’ve given you and your wife an ocean-view room instead.”

Let’s clarify before we go any further.  Ocean-front and ocean-view (at least at this place) are very different offerings.  “Front” is smack-dab on the dunes of the sand of the beach of the ocean.  Leave the sliding door open and you breathe in salt air and get sand in your hair.  “View” is the room high up at the very back of the resort, with the hotel bars and restaurants in the foreground and the ocean a distant third.

I hesitated ever so briefly before responding to Kevin from Guest Services.  The angel on one shoulder was lacing up boxing gloves while the other was donning a Japanese kimono and parasol for a bow of gentle acceptance.  Neither approach seemed quite right so I split the difference.

“Why don’t you have an ocean-front room, Kevin?  I have the confirmation email right here, showing I made the reservation weeks ago.”

“I know, Mr. Wilson, I know.  We simply don’t have the room, not tonight nor any other night you’re here.  How can I make things better?”

“How can I make things better?”  Seriously?

“You can give me an ocean-front room, Kevin, just like I booked online.  That would make things better.”

“I’m sorry, Mr. Wilson, that’s just not possible.  The best we can do is an ocean view.  Listen, why don’t you and your wife get settled in and I’ll give you a call later?”

So settle in we did, somewhat begrudgingly.  And I’ll be the first to admit the ocean-view rooms at this place were actually pretty nice.  Our windows were centered so we had a panorama of the pools and restaurants, with the waves and horizon just beyond.  Live music floated up from the bar.  It was a pleasing scene from our little balcony.  Now if only we had the king bed we reserved inside of the room instead of two queens.

Ring-ring (er, buzz-buzz)

“Mr. Wilson?  It’s Kevin from Guest Services again.  I’m checking in to see how you like your room.  Getting settled?  Everything okay so far?”

“Well, yes Kevin, it’s a nice enough room, only it has an extra bed.  We reserved a king and I’m looking at two queens.”

Two queens?  Hoo-boy that’s not good.  Can’t say how that happened.  How can I make things better?”

Ignoring his favorite phrase and choosing not to state the obvious, I said, “Look Kevin, we’ll manage with the two queens; don’t worry about it.  But here’s what I want to know.  How does a hotel not have the ocean-front room I reserved and was guaranteed weeks ago?”

Pause.

“Well, uh, Mr. Wilson, I’m not supposed to share this information but I can tell you one of our other guests extended their stay, so they’ve taken the room that was supposed to be yours.”

Extended their stay?  Taken my room?  Must be someone important, like South Carolina’s governor or one of those surgeons at the “Advanced Echocardiography” session in the hotel conference room.

“Yes Mr. Wilson, an extended stay.  In fact, the person who made that request is an ambassador.”

Ah, now we’re getting somewhere.  I knew it!  A political heavyweight.  One of  those who has the power to simply decree and it shall be done.

“An ambassador, huh?  Okay, well that’s something.  From what country?”

“Marriott.”

Excuse me? Marriott?”

“Yes, Marriott rewards.  An Ambassador is the highest level of our rewards program.”

My wife looked it up.  Sure enough, you’re an “Ambassador” if you stay in a Marriott enough nights in a year.  Like, one hundred enough nights.  Me, I stay in a Marriott three nights in a year.  I wonder what the program calls me, “Peon”?  Again my thoughts were interrupted.

“Look Mr. Wilson, I’ve got to get going now, but we’ve added a nice discount to your room rate.  I hope it makes up for the inconvenience.  How can I make things better?”

Man, this guy really wanted to make things better, so I considered my options.  Room service?  Spa treatment?  Round of golf?  Hotel gift shop splurge?  Instead I simply said, “Sure Kevin, make me an Ambassador”.

He laughed.  Then he stopped laughing.  Needless to say, I didn’t get the promotion.

Manipulation Games

In April of last year Starbucks modified its customer loyalty program, linking reward “stars” to dollars spent instead of store visits. Where previously you nabbed a free coffee for twelve trips to the cash register, you now need a total purchase value exceeding $63 .  According to CNN, “…customers were furious with the new program.”  Maybe so but those customers didn’t stay away either.  Starbucks’ 2016 gross sales were $21.3B, up 10% from its previous fiscal year.

Once upon a time I resisted customer rewards programs but over the years I’ve made peace with them.  I keep a couple dozen loyalty cards in the car or on my phone, ready to play whenever I visit this store or that restaurant.  I still control where, what, and how much I purchase.  Since I don’t keep a close eye on my rewards, I’m pleasantly surprised whenever I qualify for a freebie or a discount.

But here’s what I don’t like about rewards programs.  They’re designed to manipulate your spending habits.  That’s where Starbucks – like so many other merchants – gets a “fail” on my customer satisfaction test.  In addition to their stars program Starbucks sends emails every other day (which I unsubscribe from but always seem to return).  Those emails encourage me to purchase in certain ways or quantities or timeframes with the allure of “bonus” stars.  It’s a ruse; plain and simple and obvious.  No amount of “free” will ever tempt me to buy three breakfast sandwiches in five days.  Or three Frappuccino’s in three days.  (I don’ t even buy one breakfast sandwich or one Frappuccino.  Just coffee.)

Starbucks may annoy me with their sales tactics but I still buy their products.  The same cannot be said for credit card companies.  The newest Visa and MasterCard programs include sophisticated reward programs where spending is literally the only path out of debt.  Take Chase Bank’s Sapphire Reserve Visa card.  As trendy as this elegantly thin metal card appears to be, it’s utterly manipulative.  For starters, just holding the card in your hand sets you back $450 a year.  Then you’re encouraged to spend $4,000 in the first three months to qualify for 100,000 reward points (recently sliced to 50,000).  You’re also tempted by an instant $300 travel credit – which can only be used through Chase’s partners – as well as credits towards Global Entry, TSA Pre, and airline lounge fees.

No matter how you justify the rewards of Chase Sapphire Reserve you’re still spend-spend-a-spending to recoup the costs.  Consider Sapphire points are valued at 2.1 cents each.  The best-case scenario therefore – spending on travel or dining – still needs to add up to $15,000 before you’ve paid off the $450 annual fee.  Too rich for me.

Las Vegas is getting in on the rewards game too.  Sin City’s legendary “free drink” is about to enter the history books.  Slot machines now include small colored lights, easy to spot by the passing cocktail waitress.  If you’re “red” she’ll walk right past you without so much as a smile.  If you’re “green” you’ve fed your machine enough to earn a “free” drink.  The same goes for casino parking lots; spend enough inside the building and you’ll earn a voucher for outside.  Is it any wonder gambling is no longer the biggest source of revenue in Las Vegas (in favor of hotel, restaurant, and bar purchases)?

Despite these trends, I’ll keep playing the rewards game and very occasionally cashing in on anything “free”.  But I’ll also be wary of the subtle manipulations.  Just yesterday I received my umpteenth Southwest Airlines’ Visa card offer.  All I must do is spend $2,000 in three months for 50,000 points and no annual fee.  That application goes straight to the shredder every time.  My one and only Visa card with its no-frills-no-cost rewards program suits me just fine.