Hyatt Centric makes the case for VIP treatment

CHICAGO—VIPs expect to be treated like royalty, especially with the money they’re spending, which is more often than not a lot more than the average guest. The needs of VIP guests, rightfully so, deserve special attention. Brands go above and beyond to accommodate additional needs and go the extra mile to enhance the VIP experience. Some offer benefits such as room upgrades and free rooms. Other brands surprise VIPs on their way to the centerpiece of the room—the bed.

Hyatt Centric the Loop Chicago has been delivering special amenities to VIP guests staying in its Presidential Suite, located on the fourth floor of the 257-room, full-service property, since it opened back in April 2015. The one customized amenity gaining special attention among VIP guests: pillowcases monogrammed with the guest’s initials.  

“Before we first opened, we had a small brainstorming session about the brand and how we are going to enhance and individualize the stay experience for our VIP travelers,” said Daniel Lewellin, director of sales at Hyatt Centric the Loop Chicago, during an interview with Hotel Business. “We decided that cheese trays and chocolate-covered strawberries are a thing of the past.”

For the brand, personalizing bedding for travelers is a small way to welcome them as they become acquainted with their room. It’s a tiny hospitable gesture, part of the overall stay. “The pillowcase is just the beginning of a great story that we hope our guests take back with them to share with family and friends. Memories that they can keep with them for a lifetime… It is the simple things that matter the most,” Lewellin said.

While the pillowcases themselves are the same kind guests would find in any guestroom at a Hyatt Centric hotel, the customized aspect of the product isn’t something being offered by every property operating under the brand’s name; each location has its own spin on the VIP experience, according to Lewellin.

Hyatt Centric the Loop Chicago partners with EmbroidMe, a company specializing in custom embroidery and screen printing, to produce the special amenity for VIP guests.

“We have the pillowcases shipped directly to EmbroidMe who is quick on turning around our requests,” said Lewellin. “It typically takes up to two business days to get them, however, they have been very accommodating with last-minute requests.

Lewellin added: “They have multiple locations throughout Illinois and we highly recommend them.”

As far as offering VIP guests any other kinds of customized bedding, the brand currently only provides its personalized pillowcases—at least for now. “Who knows what we have up our sleeves for the future?” Lewellin said. HB

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