Head of VIC Program & Loyalty Program · Case study
The Laurent years
A proposal by Alexandra Creevey
Touch the seal to open
How Airelles keeps its most valuable guests for the next ten: recognition before they ask, gifts that read like memories, and a year of stays that feels like one continuous welcome.
It began with a honeymoon at La Messardière.
Snow in Courchevel, spring in Venice, summer by the sea.
How do we make the next ten even more theirs?
Assumption: the most prestigious accommodation at each Maison, 7 to 10 nights per stay, plus private dining and bespoke experiences.
In accommodation alone, before food & beverage and Airelles Moments. Losing one such family costs more than most programmes spend in a year; keeping them is the programme.
Birthdays and anniversaries, celebrated with a bespoke gift drawn from what the Majordome has learned about each guest.
A note from the General Manager, naming the moments the family loved, sent with a final gift to their home.
Château de La Messardière · Saint-TropezCandidate, Head of VIC Program & Loyalty Program. At MECCA, led the top-tier VIC programme: +40% annual spend per VIC, churn cut from 35% to 8%, 40+ exclusive events a year.