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Wrinkled Clothing No Longer a Worry - Omni Hotels'
Loyalty Program Adds Complimentary Pressing


IRVING, Texas, June 10, 2009 - Business travelers often liken ironing clothes to a painful dental procedure. At the same time, they readily acknowledge that wrinkled clothing hinders their "A" game. Now, travelers that stay at any Omni Hotel no longer need to worry about the wrinkles as a complimentary benefit of the brand's newly enhanced Select Guest loyalty program.

A recent survey conducted by the luxury hotel brand - which now offers complimentary pressing and shoe shines to its Select Guest loyalty program members - found that some travelers surveyed even said they would rather have their teeth pulled than iron.

Conventional wisdom acknowledges that people perform better when they look and feel their best. The survey revealed that nearly a quarter of business travelers stated that they feel so badly about wrinkled clothing that they "might as well have stayed home," and another 59% say wrinkles make them feel "unsettled and not on their 'A' game."

"We understand that business travelers find ironing a hassle, yet wearing wrinkled clothing is not an option," said Jeffrey J. Smith, vice president, operations and loyalty services for Omni Hotels. "So, we're taking another step to make travel that much easier for them." It may sound funny, but what seems like a "little perk" means a lot as some surveyed actually purchased new wrinkle-free clothing for a business meeting (46%).

"Our guests have been thrilled with this new service, and many are clearly taking advantage of the ways we are making business traveling painless for them," said Mike Magnelli, general manager of the Omni Chicago Hotel. "In just the first few weeks alone, we have pressed nearly twice as many items since offering complimentary pressing to Select Guest members."

When it comes to men versus women, males tended to have more extreme feelings about ironing than females. While women clearly find ironing clothing more of a "pain and chore" (71%) than males (57%), women are less likely to avoid it. Men on the other hand take their adverse feelings for ironing a step further claiming that they "hate" it (20%) and are more willing to take actions to avoid it by steaming wrinkles out by hanging cloths near a hot shower (51%) or purchasing new wrinkle free clothes for a business meeting or buying a new shirt while traveling to avoid ironing (51%).

The survey also found that a significant number of business travelers also feel strongly about their footwear, as three in ten report traveling with a shoe shine kit.

About Select Guest
Omni Hotels announced the expansion of its renowned Select Guest loyalty program in late April. The newly expanded, multi-tiered program is designed to provide the most robust list of value-added services personalized for today's savvy travelers. The new Select Guest program features three membership levels: Gold, Platinum and Black. Upon joining, guests will immediately be able to enjoy the privileges of a Select Guest Gold Level member. The new base level benefits now include complimentary:

  • Complimentary Wi-Fi Service
  • Complimentary Morning Beverage Delivery
  • Complimentary Pressing 2 Items
  • Complimentary Bottled Water Night Of Arrival 
  • Eco-Friendly Housekeeping Options
  • Complimentary Shoe Shine
  • Complimentary Newspaper Of Your Choice Daily
  • Evening Housekeeping Service, Including Turndown
Select Guests are also encouraged to enter a sweepstakes for a Select Departure, a six-night stay in the Presidential Suite at the Omni Berkshire Place in New York City, located in the heart of midtown Manhattan at the corner of 52nd and Madison Avenue. Select Departure also includes spending money and roundtrip business-class airfare for two courtesy of American Airlines. Members can tell a friend about the sweepstakes and earn an additional entry.

Survey Methodology
The survey was conducted online and queried a consumer panel of adults who have traveled for business within the past three months. The survey was conducted May 19 to 22, 2009, by KRC Research.

About Omni Hotels
Omni Hotels creates genuine, authentic guest experiences at 43 distinct luxury hotels and resorts in leading business gateways and leisure destinations across North America. From exceptional golf and spa retreats to dynamic business settings, each Omni showcases the local flavor of the destination while featuring four-diamond services, signature restaurants, Wi-Fi connectivity and unique wellness options. Known for its award-winning, personalized service, Omni leaves a lasting impression with every customer interaction, with a heightened level of recognition and rewards delivered through its Select Guest loyalty program and the company's "Power of One" associate empowerment program.


Omni Hotels 
Caryn Kboudi of Omni Hotels, +1-972-871-5625,
Web Site: 


Also See: Just Like the Airlines, Online Check-in Now Available for All Omni Hotel Guests / June 2007



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