MINNEAPOLIS—The saying goes: Membership has its privileges. Through Club Carlson, the global hotel rewards program from Carlson Rezidor Hotel Group, guests will have access to health and wellness information from the Mayo Clinic from now until the end of the year.
The redemption option and collaboration with the Mayo Clinic is the first of its kind for the rewards program provider. In an effort to remain competitive in the hospitality industry, the brand sought to create a new offering for members.
“The Mayo Clinic is highly credible in regard to health knowledge and expertise. They do the whole personal care and they are invested in wellness, as well as making sure that people are healthy,” said Susan Peckenschneider, director of global partnerships, Club Carlson. “From a local standpoint, we are very well-aware of who they are and them of us. Senior leadership relationships helped open the conversation. We went out to our member base through surveys and the Mayo Clinic came up as the most recognized. It solidified we’re going in the right direction.”
Club Carlson is continuously striving to recognize and reward members, whether they’re new to the program, new guests to one of the brands or have been loyal for many years. It’s about taking care of the customer much like hospitality is about taking care of travelers.
The Mayo Clinic redemption is just one facet of the offering, which includes an e-book titled, The Mayo Clinic Guide to Stress-Free Living, a resource for reducing stress and improving well-being. Club Carlson Concierge Elite members will receive the added benefit of complimentary access to Ask Mayo Clinic, an online, self-service symptom assessment resource. Members will also have access on the Club Carlson website to Mayo Clinic Health Letter, a monthly newsletter from the Mayo Clinic that offers practical tips and information, including health questions, recipes, and health and medical news.
Club Carlson also has a social blog and through the new offering, members will be able to read news from Mayo Clinic experts, including on-the-road nutrition and wellness tips for traveling and staying in hotels. The content is provided through the blog from the Mayo Clinic.
“We want to make sure it’s a valuable program with benefits and rewards. How this offering fit into that is it really provided a unique position by giving access to a lot of different materials from the Mayo Clinic and to differentiate our brand,” said Peckenschneider. “We know our members are thinking about wellness when they’re home and while traveling because they’re out of their normal routine.”
Some of it can be common sense, but it’s a gentle and frequent reminder we all need to maintain our wellness, especially when out of our normal routine while staying in hotels, driving or flying, noted Peckenschneider.
Having just launched this summer, the brand is already receiving positive feedback from its members and the properties. “It’s interesting. We have multiple audiences. If the hotels talk to guests about it or heard about it through channel promotions and think it’s interesting and timely, it’s a top consideration for everyone,” she said. “Doing it with the Mayo Clinic cements the soundness of the information we’re providing.”