Reaching Women

"So the doorman will actually walk my dog and serve him a Pellegrino?"

A few weeks ago, I had lunch with Vanessa Bortnick from the Kimpton Group in San Francisco. Over salads we discussed the innovative programs that Kimpton hotels have developed to delight their women clients. While many people are raving about their girlfriend getaways, I was bowled over by Kimpton’s Pet Program <www.kimptonhotels.com/pet_friendly.aspx>. From fun amenities to pet psychics and services designed to pamper and spoil, Kimpton provides pets with the same level of care, comfort, style, and fun that they offer to their human guests. It’s such a smart and insightful way to endear themselves to women.

According to Hartz’s May 2005 Human-Animal Bond survey, 45% of all respondents said they’d consider taking their pet on vacation. When it’s time to hit the road for business trips or holiday, why should Fluffy miss out on the fun?

All 39 Kimpton hotels in the U.S. and Canada are completely pet friendly, which means they allow any type of pet without a fee or special deposit. In addition to basic supplies such as treats, bowls, mats, beds, pickup bags and collar tags with correct hotel information, each Kimpton hotel offers a special pet package. For example, the 5th Avenue Suites Hotel in Portland, Oregon provides a copy of the hotel’s own Dog Nose News and free psychic pet readings on the last Friday of every month. In Chicago, the Hotel Allegro welcomes felines with a personalized pouch containing bottled water, snacks and a keepsake catnip toy. Their humans get a copy of Cat Massage: A Whiskers-to-Tail Guide to Your Cat’s Ultimate Petting Experience. The $189 price tag includes overnight accommodations in a premier room and complimentary valet parking.

Flipper, my beloved beagle terrier, was too frail to travel in his later years, but I certainly would have scooped him up and brought him along on a few excursions. Women love their pets, and if you can make it easier, more fun, and extra-convenient to take them on vacation, you’ll be the preferred brand for millions of American pet owners. Here’s how to create a pet-friendly travel experience:

Kimpton’s VIP (Very Important Pets) program provides convenient services and incentives for guests and their pets, which sends a clear message that every family member is welcome at the hotel. In addition, rooms are thoroughly deep cleaned when a furry guest checks out to ensure the comfort of all travelers.

Even if you don’t have a pet, Kimpton Hotel Monaco’s "Guppy Love" program will send a free, live goldfish in a bowl to your room for the duration of your stay.
"‘Guppy Love’ offers one more unique way to relax, indulge and promote health of mind, body and spirit in our home-away-from-home atmosphere," says Steve Pinetti, Senior Vice President of Sales & Marketing for Kimpton Hotels and Restaurants.

Kimpton provides free basic amenities such as treats, bowls, mats, beds and tags, which means there’s no need to pack all these space-hogging necessities in your suitcase or carry-on. Other fee-based packages include dog walking, pet grooming, massages, manicures and more.

4. Acknowledge the bond between pets and people
Kimpton has partnered with Pet Assure – a comprehensive national pet health care program – to provide additional pet care benefits to both hotel guests and employees. Members receive savings at network veterinarians and pet-related merchants, receive ID tags with unique ID and phone numbers that can be accessed 24 hours a day, and other animal care benefits.

5. Reward your pet lovers
Kimpton’s services provide just one case study from a growing pet-travel movement. Midwest Airlines has a frequent flier pet program and United Airlines offers pet miles, where Mileage Plus members can earn bonus miles when they bring their pets along for the ride. American Airlines, Delta and US Air have boarding rates ranging from $50 to $100 and require proper carry-ons or checked carriers. At Delta, staff welcome not just dogs and cats, but also ferrets, rabbits, hamsters, guinea pigs, plus reptiles, amphibians and fish (cargo only).

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If you’re hungry to deepen your marketing to women efforts, but can’t attend one of my training sessions, you can still get tailored information, personal attention and a boost of motivation by signing up for my intensive five-week virtual courses.

In January 2006, I’m teaching brands how to create "do-it-yourself" learning communities. Offering all-female learning environments for women getting up to speed in a new area (home improvement, kayaking, auto-repair, digital family albums etc) can have a big impact on your bottom line. This isn’t a vague, indifferent e-course – it’s hands-on, actionable group consulting and program planning. The first class of 20 is already full, but I will have more details for you in the next month or so. Shoot me an email if you want early information.

Dog update: Our house was way too quiet without Flipper, so my hubby and I recently added "Scout" to the family – a mini Doberman/Italian Greyhound mix. (We like to call her "Girl Scout," just to be official.)

Sincerely,