Random act of kindness turns luxurious

I didn't spot the connection between the 'kind act' movement (Twipple, Free Hugs) and using it as a tactic in brand building. So, I was pleasantly surprised when Hyatt announced their new initiative to randomly target Gold Pass members with acts of generosity during their stay at the hotel. As part of their mission in bringing 'authentic hospitality' to life, guests will be treated with little surprises such as picking up the bar tab, complimentary massage or free breakfast treats for the family.

This is a shining example of corporate generosity, and the gold standard of what 'added value' is defined. For me, the obvious strategy is randomness, and not about the act itself. For years, brands that claim to be customer-oriented have been promising freebies and promos as part of their service standards. It is getting stale and boring.

What Hyatt will be doing is putting a twist to the service definition. The surprise element of 'random luckiness' is definitely more delighting than the promises on the menu. A classic example of how you do it, instead of what you do.