Email to Hotel GM for direct booking – Any Tips?

[RobL]

I plan on emailing the GM of a LHW hotel to enquire about making a booking direct with the hotel in the hope of some perks (upgrade etc).

We stayed at the hotel 2 years ago and were thoroughly impressed although 2 days were somewhat marred by the presence of a loud and entitled guest who caused a fair amount of disruption for everyone else. To be fair this was handled effectively and professionally by the GM but still spoilt the experience for the two days out of the week we were there.

We intend to book a stay for next year to celebrate a milestone birthday and I would be grateful for any tried and tested experience in how best to phrase the email in an attempt to secure some benefit such as upgraded room. I am happy to pay for an advance rate and realize that I probably won’t achieve any real saving over published rates.

Any advice?

Hoping JDB will help with the benefit of his extensive experience in this regard.

Thanks in advance.

[JDB]

@RobL – there’s no magic or right or wrong in this. I’m hoping you might have followed the other tip by writing to thank the GM after your last stay in order to prepare for future stays. In the situation you described, I would write to the GM along the lines that after your lovely stay in 2022 [say some nice things about the hotel including some that appear down to his excellent management!]. If you know anything about the GM, their family, any promotions, particular interests in common etc. add something here!

As a result you have decided to return for my xxth birthday [may in these circumstances be better to get the non-birthday person to write] so want to make our stay extra special. While we could obviously book through FHR / Virtuoso (delete or add as appropriate) which offer various added benefits (and if applicable we could book at a lower rate via an OTA) we would prefer to make arrangements directly with you. We are looking at something not dissimilar to our last stay – make any special requests like a renovated room/suite, room with direct sea view rather than the oblique one, one with terrace, top floor or whatever, using your knowledge of the place.

What might you be able to offer so I make sure it’s a really memorable stay for my xxxx?

I’m afraid it does need to be a bit oleaginous as that’s the market GMs are in! I have deliberately left it rather vague as to what exactly you are asking for, so you could elaborate, but I think (s)he will get the message!

Good luck and let us know how you get on, but don’t mention the name of the hotel who will expect absolute discretion if they make a deal.

[RobL]

@JDB – Thanks for this, very useful. Will let you know how I get on in due course.

[Hbommie]

Did you join Leaders Club during your first stay?

If you did then you should be afforded a pre arrival upgrade for this trip.

With LHW being another marketing programme this may not be your preferred route but is another option.

[RobL]

Unfortunately did not join Leaders Club. Hoping for a similar result booking direct.

[JDB]

@RobL – I would be setting my sights a whole higher. LHW or similar marketing scheme open to the public and indeed any of the big loyalty schemes should almost always give a worse outcome than a negotiated private deal. Apart from anything it’s the difference between a human and a membership number which means a lot, even in 2024.