It's a question that has been debated for years in the luxury travel world: Do rewards programs work for luxury or are they too pedestrian?
Ritz-Carlton changed its position a few years ago, daring to create a loyalty program that linked to its parent company Marriott's programs while maintaining its exclusive status and creating luxury partnerships that only Ritz-Carlton -- not Marriott -- members could access.
Four Seasons has remained adamant against creating any such program, insisting everyone be given the same, best-class service.
Ritz-Carlton has not said how many guests have signed up in the last two year or whether the program is driving loyalty.
A report earlier this year by Adam Weissenberg, the leader of Deloitte & Touche's travel and hospitality sector, said hotel loyalty programs aren't working. Among its recommendations: reshape the customer experience and make rewards personally meaningful.
Likewise, a recent report by Travel Weekly Asia from the International Luxury Travel Market in Shanghai also discounted the value of points programs for Asian travelers.
"Loyalty point programs for luxury hotels would not work," Sukosol Nambhardi, executive vice president of Sukosol Hotels was quoted as saying. "Luxury hotel operators needed to be more discerning and committed to customers' personal needs. They must know each of their guest's idiosyncrasies. Through listening to clients, operators must strive to build properties and provide services that they want. Staff must also understand the brand and be empowered to deliver it."
Those are some of the principles companies like Small Luxury Hotels of the World are following with their programs, building personal profiles, having members inspect properties and post their reviews for other loyalty program members to see, and giving members special, personal perks.
And while it's hard to know how much loyalty that is driving, CEO Paul Kerr says it certainly is attracting new members.
Kerr says their program, now about six years old, has grown from 135,000 members last year to about 225,000 this year. He says about 20% of the company's bookings are now club members.
Like the Deloitte report, he says it is not points that is drawing members, but recognition. Further proof that when it comes to luxury, it's all about the experience.