Whenever possible, I shop at supermarkets that don’t have membership cards on general principle. The cards are invasive and have little to do with “savings” and are merely a way for supermarkets to charge much higher prices under the misinformed nose of consumers. Even just the name “loyalty program” makes my hair bristle and I get irritated whenever a checker tries to push a card application form onto me. I know I know, the poor checkers are ordered to do it, but still.
Now hotels are the latest industry to take to loyalty programs. So when you’ve just arrived somewhere after a long day of traveling, expect to get an aggressive hard sell.
In the past, properties pretty much limited their sales pitch to pamphlets at the check-in counter, and tended to emphasize the perks of membership, like upgrades and gift baskets. But in recent months, travelers say, they have become more vocal about the benefits of joining – and have begun punishing guests who refuse by putting them in less desirable rooms or saddling them with surcharges.
“If you’re not part of a hotel’s frequent-guest program, you’ll get a brochure pushed in your face when you check in,” said Frank Kwan, a communications director for the Los Angeles County Office of Education in Downey, Calif. “They strongly encourage you to join the program. And if you don’t, you pay for it.”