The Super-Affluent Don’t Do Super-WalMart

Laurence Geller listed some interesting data points in a blog from Jan 18, 2008. His piece discusses the widening divide between Generations X and Y mass consumers and the truly “super-affluent”. In 2006, the affluent spent on average $2,400 on hotels and resorts, while the super-affluent spent $61,200. He argues new brands will proliferate as today’s luxury brands become commonplace.
http://www.hotelsmag.com/blogs/insider/20080117.asp?nid=3457&nid=3457

Friday morning on CNBC, a news crew reported from the St. Regis Fort Lauderdale, Florida from a CEO conference. The studio reporters were asking about the age of the hotel and the reporter stated it had been open 9 months. I haven’t looked into those facts.

The report got me to thinking about the super-affluent and the merely affluent. For the Loyalty Traveler the travel is reduced to the numbers. I wondered what the rates are at the Fort Lauderdale St. Regis.

Here are the search results for St. Regis, FLL room rates for Monday, 2-18-08

OceanView
$476.10 (AAA rate)
$479 (Best Available on StarwoodHotels.com)
$509 Special Offer Page “SRSPG”
$529 (Best Available on SPG.com)
$549 Special Offer AAA rate “XRF”


Ocean Front
$566.10 (AAA)
$579 (Best Available on StarwoodHotels.com and SPG.com)
$609 Special Offer “SRSPG”
$649 Special Offer AAA rate “XRF”

Pool Terrace
$607 Florida Resident rate
$669 Best Benefits Package special offer “SRSPG”
$689 (Best Available on StarwoodHotels.com and SPG.com)
$709 Pool Terrace Special Offer AAA rate

[special offers accessed from St. Regis Fort Lauderdale hotel web site homepage]

XRF rate includes complimentary valet parking, two Bloody Mary’s, and complimentary room upgrade to next available room type. In this case, contact hotel and find out a good night for booking with a good upgrade potential.

SRSPG rate includes two Bloody Mary’s, triple Starpoints and complimentary internet access.

The super-affluent spender could be looking at about 2 to 3 months of Pool Terrace living over the course of a year at this hotel and comparable properties. The affluent spender on $2,400 is looking at a long President’s weekend holiday and sitting home the rest of the year.


Starwood Cash & Points Award Savings

While checking St. Regis Fort Lauderdale, I came across an example of where loyalty program membership leads you to a much better booking option than a regular search on the hotel chain primary web site.

Westin Colonnade, Coral Gables, FL
Saturday, Feb 16, 2007
Rate = $429/night

www.starwoodhotels.com web site found through a regular search engine search as a hotel guest not participating in Starwood Preferred Guest and not looking for the loyalty program site. Checking

www.SPG.com - I have the option of getting a Cash & Points award at this Category 4 Hotel for $60 and 4,000 Starpoints.

The ability to buy up to 20,000 Starpoints online from SPG at the rate of $35/1,000 points is a strategy to keep in mind if you do not have 4,000 Starpoints. Adding the cost to buy 4,000 Starpoints for $140 and the $60 Cash portion of a Cash & Points award makes a $200 room rate booking possible. The website states purchased Starpoints will be posted to your account within 24 hours.

The corporate-branded hotel websites generally have the lowest rates for their own hotel rooms compared to third-party online travel agencies like Expedia and Travelocity.

The difficulty for the DIY online hotel reservationist, is the time needed to sift through thousands of pages on the corporate-branded websites to find the lowest rate page. Finding the lowest rate is a matter of knowledge and luck at the time you search.

$485 through Starwood Hotels corporate web site compared to $200 for the SPG member using Cash & Points booking option for a one-night rate at the Westin Colonnade is the differential cost for the guest with a lack of knowledge and time. The Starwood Preferred Guest loyalty program gives the member a hotel rate option that is nearly $300 less.

An additional benefit of a Cash & Points stay is the award stay usually does not incur tax. The minor detraction of a Cash & Points award is the hotel stay does not count for elite qualification or promotional offer credit. A Cash & Points award stay also does not earn points for the Cash portion of the award.

Priceline Hotel Bookings

CNBC reported Friday morning Priceline has experienced a surge in bookings. The TV commentator asked, "Does the growth in Priceline indicate a weak economy?"

Priceline is a great resource when hotel room rates are threatening to make your credit card bleed. Last June, I booked the Marriott Key Bridge in Arlington, Virginia for a Sunday night before a Monday afternoon flight to Buenos Aires. I wanted to be in DC, but the major loyalty program hotel rates ranged from $250 to $350/night. I considered renting a car and driving to the Virginia outer suburbs for a $100/night Sheraton rate. Instead I paid $115 total for the Marriott and I was a ten minute walk across the bridge into Georgetown. I had an interior pool view room on the third floor while the preferred rooms look out over DC from 6 to 10 stories up.

Major hotel loyalty program brands on Conde Nast Traveler 2008 Hotel Gold List

The Conde Nast Traveler Gold List describes itself as the "Best Places to Stay in the World, selected by readers of Conde Nast Traveler."

Loyalty Traveler has examined a subgroup from this list to determine the hotels which also are part of major hotel loyalty programs. These hotels have the attribute of being available using hotel points.

Europe

Hilton Gold List Hotels with links to CN Traveler ratings and description.
Reserve Hotels listed in the print magazine do not appear to be online.

Mount Juliet Conrad, County Kilkenny, Ireland
HHonors Category 6
Free night = 40,000 points/night or 175,000 points/6-nights

Rome Cavalieri Hilton, Rome, ItalyHHonors Category 6
Free night = 40,000 points/night or 175,000 points/6-nights

Conrad Brussels, Belgium (Reserve List)
HHonors Category 5
Free night = 35,000 points/night or 150,000 points/6-nights

Conrad Istanbul, Turkey (Reserve List)
HHonors Category 4
Free night = 30,000 points/night or 150,000 points/6-nights
PointStretcher Awards for 18,000 points/night may be available
PointStretcher Dates Jan 1-12; Feb 10-17; Mar 9-16

Hilton Budapest, Hungary (Reserve List)
HHonors Category 5
Free night = 35,000 points/night or 150,000 points/6-nights
My wife commented recently that our stay at the Budapest Hilton was the best hotel room we ever had. That is a big claim. We stayed in the King Duna Suite on a PointStretcher award.

Hyatt Hotels available with Gold Passport Points

Park Hyatt, Milan, Italy
Gold Passport Category 5
Free night =18,000 points

Park Hyatt, Zurich, Switzerland
Gold Passport Category 5
Free night =18,000 points

Park Hyatt Paris-Vendome, Paris, France (Reserve List)
Gold Passport Category 5
Free night =18,000 points

InterContinental Hotels Group

InterContinental Carlton, Cannes, France
Priority Club Rewards Free Night = 40,000 points

Ceylan InterContinental, Istanbul, Turkey
Priority Club Rewards Free Night = 40,000 points

InterContinental Amstel, Amsterdam, Netherlands (Reserve List)
Priority Club Rewards Free Night = 40,000 points

Marriott Corporation Brands

JW Marriott Bucharest Grand Hotel, Bucharest, Romania
Marriott Rewards Category 4
Free night = 20,000 points/night to 105,000 points/7-night stay

JW Marriott Tiberio Palace, Capri, Italy
Marriott Rewards Category 7
Free night = 35,000 points/night to 150,000 points/7-night stay

Marriott Berlin, Germany
Marriott Rewards Category 5
Free night = 25,000 points/night to 115,000 points/7-night stay

Renaissance Chancery Court, London, UK
Marriott Rewards Category 7
Free night = 35,000 points/night to 150,000 points/7-night stay

Ritz-Carlton Berlin, Germany
Marriott Rewards Tier 1 Partner Hotel Award
Free Nights = 45,000 points/night to 175,000 points/7-night stay (25,000 points/night)

Ritz-Carlton Hotel Arts, Barcelona, Spain
Marriott Rewards Tier 2 Partner Hotel Award
Free Nights = 70,000 points/night to 250,000 points/7-night stay (35,714 points/night)

Starwood Hotels Brands

Le Meridien Beach Plaza, Monte Carlo, Monaco
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Le Meridien, Vienna, Austria
SPG Category 4
Free Nights = 10,000 points/night or 40,000 points/5-night stay
Cash & Points Night = $60 + 4,000 points

Le Royal Meridien Bristol, Warsaw, Poland
SPG Category 3
Free Nights = 7,000 points/night or 28,000 points/5-night stay
Cash & Points Night = $45 + 2,800 points

Hotel Imperial, The Luxury Collection, Vienna, Austria
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay
Cash & Points Night = $150 + 8,000 points/night

Hotel Kamp, The Luxury Collection, Helsinki, Finland
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Hotel Villa Cipriana, The Luxury Collection, Asolo, Italy
SPG Category 4
Free Nights = 10,000 points/night or 40,000 points/5-night stay
Cash & Points Night = $60 + 4,000 points

Hotel Bristol, The Luxury Collection, Vienna, Austria
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Hotel Alfonso XIII, The Luxury Collection, Seville, Spain
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay
Cash & Points Night = $150 + 8,000 points/night

Hotel Maria Cristina, The Luxury Collection, San Sebastian, Spain
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Hotel Grande Bretagne, The Luxury Collection, Athens, Greece
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Hotel Gritti Palace, The Luxury Collection, Venice, Italy
SPG Category 7
Free Nights = 30,000-35,000 points/night or 120,000 - 140,000/ 5-night stay
Cash & Points Night = Not Available

Hotel Goldener Hirsch, Salzburg, Austria
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Westin Palace, Madrid, Spain
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay Cash & Points Night = $90 + 4,800 points/night

Westin Excelsior, Florence, Italy
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay
Cash & Points Night = $150 + 8,000 points/night

Westin Europe & Regina, Venice, Italy
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

Westin Turnberry Resort, Ayrshire, Scotland, UK
SPG Category 5
Free Nights = 12,000-16,000 points/night or 48,000 - 64,000/ 5-night stay
Cash & Points Night = $90 + 4,800 points/night

The Lanesborough, St. Regis Hotel, London, England, UK
(This Starwood Hotel does not participate in SPG loyalty program).

Blue Palace Resort & Spa, The Luxury Collection, Crete, Greece (Reserve List)
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay
Cash & Points Night = $150 + 8,000 points/night

Hotel Cala di Volpe, The Luxury Collection, Porto Cervo, Sardinia, Italy (Reserve List)
SPG Category 7
Free Nights = 30,000-35,000 points/night or 120,000 - 140,000/ 5-night stay
Cash & Points Night = Not Available

St. Regis Grand, Rome, Italy (Reserve List)
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay Cash & Points Night = $150 + 8,000 points/night

Westin Excelsior, Rome, Italy (Reserve List)
SPG Category 6
Free Nights = 20,000-25,000 points/night or 80,000 - 100,000/ 5-night stay
Cash & Points Night = $150 + 8,000 points/night