This Wall Street Journal interview provides some idea of how luxury hotels determine when a guest gets a perk and what s/he is getting. Actually, many upper upscale or upscale hotels also give out perks to selected guests --- I still remembered how I prepared the VIP setups for those special guests when I was working in a Marriott Hotel. What role does a small perk play in building customer loyalty? Do you remember a special occasion when you received a perk by a service provider? How does that make you feel? Do you mind sharing your experience with us? If you work in a hotel or a service company, what perk(s) does your company offer? How does it work? Do you feel the reward program is meaningful to guests and effective? Any suggestions for improvement?