Our ALSD members often ask, “What are some cool benefits or unexpected touches we can give our premium clients?”

Consider this your answer.

During a recent stay in Seattle, our 2027 host hotel, Hyatt Regency Seattle, gave us an experience that was packed with thoughtful, unexpected and downright fun touches. And while I’m still glowing and happy to tell you about our trip, that’s not really the point.

The point is to give you ideas.

Nearly every detail of the experience can translate into something you could do for your own premium guests — from arrival through departure, from practical conveniences to playful surprises, and small gestures to once-in-a-lifetime moments.

So, take what resonates. Borrow an idea. Make it your own. And, of course, watch the accompanying video to see these experiences come to life.

So What #1

Details with Intention. Hospitality with Impact.

The Hyatt didn’t just host us.

They thought of us.

And that distinction matters.

From the moment we arrived, the experience felt deliberate, personal, and incredibly well considered.

50+ Ideas You Could Steal for Your Premium Operation

Make arrival part of the experience.

• Arrange airport transportation so guests don’t have to think about the logistics.
• Give them an opportunity to start experiencing the destination before they even reach the hotel.
• Think beyond the traditional car service — what can guests see, taste or learn along the way?
• Make check-in seamless.
• Provide an F&B credit guests can use immediately.
• Put convenience within reach. The closer the benefit is to the guest, the more likely they’ll use it.

Personalize the room.

• Have a welcome gift waiting in the room that connects directly to the guest’s itinerary.
• Customize an item specifically for the guest.
• Create a pre-event surprise that builds anticipation for what’s coming next.
• Think about what your guest will need before they realize they need it.

In our case, customized Mariners jerseys were waiting for us — a perfect prelude to our evening at the ballpark.

And then came a massage. Because apparently, Seattle intended to make sure we were properly warmed up.

Anticipate the logistics.

This one might be my favorite.

Knowing we’d be watching batting practice from the field, the Hyatt provided a clear stadium-approved bag containing a baseball and Sharpies so we could collect autographs.

And, because apparently someone had thought of everything, there was hand sanitizer, too.

That’s anticipatory hospitality.

That’s giving them something they didn’t even know they needed.

Help guests feel like insiders.

• Give guests access to something they normally wouldn’t experience.
• Create opportunities for participation, not just observation.
• Let them get behind the scenes.
• Put them close to the action.
• Give them something they can tell a story about later.

For those who don’t know, the Mariners have a famed “hot dogs from heaven” activation. Hot dogs in parachutes are launched from the 300 level to anxious fans in decks below. And we didn’t just watch the Mariners’ famous Hot Dog Drop.

We helped make it happen.

We packed the hot dogs into their tiny parachute pouches and then got to launch them toward the fans below. That’s a pretty memorable premium benefit.

Be playful with place.

Seattle had no shortage of local personality:

• 32-ounce Trident cups carried throughout the ballpark.
• Seafood served in adorable souvenir ferry boats.
• The Mariners’ famous parachuting hot dogs.
• A secret cocktail door shaped like home plate.
• A baseball-themed evening that continued well beyond the game itself.

The lesson?

Don’t just bring guests to a destination. Let the destination become part of the experience.

Create a keepsake.

A special curated gift is nice. A personalized keepsake is better. We received a handcrafted purse charm designed specifically for each guest. It wasn’t something that could simply be picked up at a gift shop.

It was made for us.

That distinction creates connection.

Extend the experience beyond the main event.

The Mariners game was already a pretty spectacular evening.

Then came the Alumni Home Run Derby, celebrating the team’s 50th anniversary, featuring Mariners legends and Ken Griffey Jr. serving as commissioner.

The lesson isn’t necessarily “book an alumni home run derby.”

It’s: Look for the unexpected second act.

What can you add that makes an already-great experience even more memorable?

Think about the return to the room.

After the game, we found:

• Local Seattle snacks.
• A baseball-themed snack bucket.
• A Sleep Well kit.
• Eye masks.
• Bath bombs.
• A tiny suitcase filled with Advil.

Someone had clearly considered what the guests might be feeling after a long, indulgent day.

And what they needed to be ready for the next one.

That’s the kind of detail that makes a guest think: “They really thought of everything.”

And there’s the bigger lesson.

The most memorable premium experiences aren’t necessarily created by throwing more money at them.

They’re created by thinking harder about the guest.

Anticipate what they need.

• Give them something they didn’t know they needed.
• Invite leadership to be part of the experience.
• Make it personal.
• Make it playful.
• Include the guest’s guest.
• Create something they can take home.
• Find ways to connect the experience to the destination.

And keep looking for those small moments that say:

“We thought about you.”

Because personalization creates connection. And playfulness sparks creativity.

So What #2

Seattle Is So Right for ALSD 2027

There’s one more reason we’re telling you about Seattle.

I want to spoil you there, too.

ALSD has always been about bringing our community to places they may not otherwise have the opportunity to experience — and Seattle is a pretty spectacular example.

Our 2027 Premium Experience Conference will take place June 27–29, 2027, and this city delivers plenty of experiences worth extending your stay for.

Start with the setting.

Seattle sits along Puget Sound, framed by the Olympic and Cascade Mountains, with Mount Rainier rising in the distance.

Translation: Yes, you can have dinner overlooking the water while looking out at the mountains. You’re welcome.

Explore Pike Place Market.

No Seattle trip is complete without a stroll through the iconic Pike Place Market, where fresh flowers, local flavors and discoveries fill seemingly every corner.

And, of course, there’s the famous fish toss. Because apparently even seafood gets to put on a show.

Indulge a little.

The original Starbucks is just across the street.

And right next door is a new ALSD favorite: Hellenika Creamery. If there’s a line, tolerate it. Try the Ube Coconut. Thank me later.

Get outside.

Lace up for a waterfront run or walk along the Elliott Bay Trail, where sweeping views meet Seattle’s working waterfront, shipyards and cruise ships setting sail.

Be sure to take in Centennial Park and the Elliott Bay views along the way.

And because Seattle apparently doesn’t believe in flat exits, you can finish by tackling the infamous Pike Street Hill Climb.

Consider it your reward for dinner.

Then have dinner with a view.

For a memorable waterfront meal, AQUA on Alaskan Way delivers the setting.

Crab mac. Black cod. Brussels with pancetta for good measure. An unforgettable sunset dinner is pretty spectacular on its own. Sharing it with someone you love makes it even better.

So What’s the point?

The best ideas are meant to travel.

Whether it’s a personalized gift, a surprise amenity, an unexpected access opportunity, a destination-inspired activation, a thoughtful convenience or simply an invitation to make a memory together, this article invites you to take what resonated and translate it to your own premium operation.

And if you’re ready to experience Seattle — and the ideas, people and conversations shaping the future of premium experiences — join us June 27–29, 2027, for the ALSD Premium Experience Conference.

Come for the conference.

Stay for the city.

And get ready to be Spoiled in Seattle.