People like to be known. Not just like "hey, I know your name," but really known. The connection we feel when someone "knows" us is probably the most powerful thing about being human.
I'm traveling right now. I'm heading to the Buick Open to host some customers this weekend (I know - tough job) and I'm at an Embassy Suites right now. I'm a Hilton Honors member, and although Hilton will never be confused with a Motel 6, I am still sometimes amazed at how they "get it."
In addition to the fact that all the rooms at an Embassy Suites are two room suites, and in addition to the fact they serve a full cooked-to-order breakfast for free - they "get" the connection thing. When I arrive in my room, there's a personal note for me from the general manager. There was also a note from housekeeping that said.
"When you last stayed with us, we noticed that you like to keep your room a little cooler. Accordingly, we've set the temperature at 70 for you. If your preference has changed, please let us know and we'll adjust accordingly next time!"
Are you serious?! Someone paid attention to how I like my room? I've never even stayed at "this" location before! And I guess because I am a Gold VIP member, they also know that I use the internet - and they provide me with complimentary access (I get to choose between that or some sodas...).
So, they know me. Not only do they know my name, they know that I like to be near an elevator - I want a King bed, non-smoking room. They know how I like my thermostat set, and they know that I'm going to be getting online.
Is it a little creepy that they know me? Only because it means I've probably stayed at an Embassy Suites a little too often.
They get it.