The boutique hotel operator Kimpton Hotels & Restaurants has announced the launch of 'Kimpton Karma Rewards', its new loyalty programme designed to recognise and reward members beyond mere stays, instead acknowledging the many ways in which members can interact with the brand. This article is copyright 2014 The Best Customer Guide.

With Kimpton Karma, which replaces the brand's earlier InTouch loyalty programme, members can now be recognised for things like attending a wine hour, mentioning an individual hotel or restaurant on social media, or dining at one of Kimpton's 66 restaurants, bars and lounges. The new programme also provides members with a number of personalised perks starting as early as Tier One.

In addition to the launch of Kimpton Karma, the brand has introduced other changes including a re-imagined website (KimptonHotels.com) to make it easier to explore and book any Kimpton boutique hotel across the US, and a blog that reflects the company's guest-centric philosophy and positioning as a lifestyle brand.

According to Mike DeFrino, chief operating officer for Kimpton, "The launch of Kimpton Karma allows us to take the Kimpton experience even further, rolling it out in a more personal and engaging ways."

Kimpton Karma rewards brand engagement activities such as booking directly on the web, traveling with a pet, and of course social media interactions, all of which have the potential to boost members' Kimpton Karma and help them move up through the programme's tiers.

Based on engagement and stay history, each tier level provides associated personalised perks and experiences. In addition, with every stay, members enjoy perks such as free Wi-Fi, a "Raid the Bar" voucher (actually a US$10 credit toward either a Kimpton restaurant bar or a treat from the in-room mini-bar), in-room spa service discounts, a treat from Kimpton chefs, customised welcome amenities, room upgrades (based on availability), occasional fun surprises (like a make-your-own cocktail station with the guest's favourite spirit), or sports-themed treats with the guest's hometown team as inspiration.

The more Kimpton knows about members and the purpose of their visit, the more employees can make the experience unique, personal and fun. Kimpton Karma enables employees to provide more personalised perks and surprises for loyal guests based on what they learn about the guest over time. By investing in a custom-built Customer Relationship Management (CRM) system, Kimpton is empowering its employees to capture guest preferences, background and other details in real-time, to create more memorable and personalised experiences regardless of which Kimpton hotels the member visits in future.

The company's revamped web site features a special loyalty section to help visitors learn about Kimpton Karma, sign up for the programme, receive updates and messages through a personalised message feed, also providing a customised and personalised experience once logged in - at which point Kimpton Karma members can check their tier level, view and manage their reservations, book a restaurant table, and track their programme rewards.