Affinia Hotels Launches My Affinia CRM Program

Tech-driven program lets guests customize their stays in advance

-- Hotels, 5/6/2008 10:09:00 AM

Affinia Hotels has developed a new program leveraging a major trend recognized by trendspotters like Faith  Popcorn: customization.

The company is launching My Affinia, allowing guests to use the Internet to customize aspects of every stay in advance.

Guitars, hair diffusers, pillows, yoga mats, laptop chargers and in-room spa treatments are among the necessities and niceties featured in My Affinia.

My Affinia allows guests to create customized profiles of preferred amenities. Then, when a booking is made, each e-mail reservation confirmation enables guests to further fine-tune a particular stay through the My Affinia Concierge, based on their interests and agenda, from dinner reservations and in-room spa treatments to theater tickets and turn-down treats for kids.

Using My Affinia's profile builder at www.myaffinia.com, guests pre-select from an array of customized offerings that will be in-room on every stay, including the following services and amenities (* nominal fees may apply):

  -- an Ibanez acoustic guitar*
  -- golf putter*
  -- soothing gel eye mask*
  -- Affinia signature Experience Kits (including the StayFit Kit featuring
     a yoga mat, weights, work-out bands and more; the Walking Kit featuring
     a pre-loaded iPod nano or shuffle, city walking guide, pedometer and
     more to help guests explore New York, Chicago or Washington, D.C. "like
     a native;" and the BYOB Kit featuring neoprene wine carrier, picnic
     blanket, BYOB guide to New York, Chicago or Washington, D.C., and
     more)
  -- a selection from a menu of six pillow types (down, buckwheat, magnetic
     therapy, hypo-allergenic, Swedish memory and sound)
  -- iGo(R) cell phone, laptop and Blackberry chargers
  -- grooming options (hair dryer diffuser, nail polish remover and more)

When guests receive their reservation confirmation, they can use My Affinia Concierge to customize an even broader range of stay-enhancing experiences, including:

  -- in-room SPAffinia(TM) spa services
  -- Airline Restriction Relief amenities (including contact lens solution,
     toothpaste, disposable razor, hair spray) as part of Affinia's
     TravelSmart(TM) program
  -- romance and special occasion amenities (including cupcakes, birthday
     cakes, chocolate-dipped strawberries and champagne)
  -- dinner reservations at a variety of local restaurants
  -- theater tickets
  -- a wide range of local sightseeing activities
  -- amenities for children and pets
  -- transportation arrangements

My Affinia was created following a series of focus groups with Affinia customers aimed at determining what hotel offerings were important to them. "Again and again, our guests' preferences came back to the three Cs: comfort, customization and convenience through amenities and technology," says Chief Marketing Officer John Moser.