Kimpton Hotels has emailed Inner Circle members to provide an update on the rewards program. Sent by the senior director of guest marketing, the email seems to respond to unanswered questions. With a conversational style, Maggie Lane promises more communication:
We know things have been a bit quiet on our end. There's been a lot of hard work behind the scenes. Our team has also been listening and we know you want more information. We get it.
Her conversational style is also evident in the email closing:
That's all I got for now. I wish you a delightful, eggnog-fueled holiday season and New Year with your loved ones.
The approach is interesting and may be a reaction to the news of Marriott's acquisition of Starwood. Much of that news has been about the great opportunities for Marriott Rewards and Starwood Preferred Guest members. IHG's acquisition of Kimpton was announced in December 2014 and hasn't gotten much press since then.
- Using principles from Chapter 4 in the textbook, analyze Kimpton's audience for this email. Who are Inner Circle members, what do we know about them, and so on?
- Assess the conversational style, particularly the word choice. How do you think the audience might react?