In customer experience integrating innovation and personalization is key. Inspirato is a luxury vacation membership company that offers its members access to a curated collection of luxury vacation properties and experiences around the world. The company operates on a subscription-based model, where members pay an annual fee for access to these high-end vacation options. I had the pleasure of talking with Inspirato President David Kallery, about how they are redefining the luxury travel and hospitality paradigm.
Inspirato focuses on creating a compelling customer experience, and through that satisfied customer they get new customers. A staggering 50% of their members originate from existing member referrals. But why does this referral system work so well? It boils down to their customer focus which builds trust, empathy, and genuine connection.
According to David, referred customers are very valuable and also become loyal ambassadors for the brand. They resonate more with the core values, often translating into higher spending and engagement.
Inspirato’s ability to track and manage its customer relationships is innovative, employing Salesforce as a real-time tracking mechanism from the very inception of its business model. This pragmatic approach ensures that every interaction, every touchpoint, is documented and used to enhance the customer journey.
David recommends you start early to operationalize your referral program. You need to first figure out how you will receive referrals, what you’ll do with them, how you’ll track them, and how you’ll disseminate them to your sales team to work them.
Inspirato has a sales team of over 100 well-trained professionals who are not just selling a product but also providing a bespoke experience. The onboarding process they follow is meticulous and in sync with how they treat their members.
Words like inspiring, caring, and dreaming big are the core values at Inspirato. New employees are trained for months so that every employee embodies these values, reflecting a harmonious connection between brand identity and customer expectations.
Inspirato anticipates customer needs, and provides thoughtful gestures like champagne with berries. Upon arrival guests are guided through the property by an on-site employee – all these extras provide feeling of exclusivity and authenticity – so the customer feels pampered. It’s about making the customer feel special from the moment they arrive and bringing them into a realm of experiential luxury.
Inspirato offers us a glimpse into the future of the luxury customer experience. Their unique combination of innovative tracking technology, personalized services, well-thought-out subscription models, and a robust referral system is a masterclass in customer-centric strategy.
In a world where customer expectations continually evolve, Inspirato’s model shows how adapting, innovating, and personalizing are not just business strategies; they are the essence of a brand.
For those looking to redefine customer experience Inspirato’s journey offers an inspiring template. Their case study proves that the future of luxury is not just about opulence; it’s about connection, understanding, and genuine care.
Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the Future. For regular updates on customer experience, sign up for her weekly newsletter here.