Apply the upgrade mindset to the ABA five-star hotel strategy
I love to stay in nice hotels and resorts. I’m obviously not the Lone Ranger on this point, but there’s also nothing quite like being in a gorgeous suite, overlooking a beach, and enjoying the facilities of a top-notch hotel or resort.
In our related special report last month, we revealed the American Bar Association (ABA) membership’s latest opportunities and how they can unlock great discounts for high-end hotels.
I’m going to double down on that awesome strategy again this month with some added perspective — that of The Upgrade Mindset (TUM) and the three ways that it can deliver a superior hotel experience.
But first, a quick reminder about the ABA discount. For just $150 per year, you can become a member of the American Bar Association. And no, you don’t have to be a lawyer, wear a wig, or say things like “Objection – he’s badgering the witness!” Instead, this membership lets you stay at some hotels (and great ones at that) for very tasty discounts that’ll dwarf that $150 fee in the time it takes to bring a gavel down. Yes, those smart legal types negotiate with luxury hotels up front to lock in good prices. “Sustained!”
Now let’s get back to how this helps you lock in those upgrades.
View Upgrades, for Free
What image does the phrase “ocean view upgrade” conjure up in your mind? Good things, right? Maybe a yacht on the horizon, seashells revealed from a retreating tide, happy people frolicking on the beach, maybe even dolphins bobbing along the shoreline.
Regardless, it sure beats “garden view” or “neighbors view” or “brick-wall view.” So imagine flipping the script on those less exciting phrases, turning off all notifications, and staring out at the calming ocean — an upgrade any way you say it — without paying any more. That, my friends, is the very definition of a “free view upgrade.”
So, what if I told you that The Ritz-Carlton Grand Cayman has a “Garden View” room for $653 if you book it at marriott.com with an AAA discount. BUT, if you book the same hotel on the same website — marriott.com — and you enter in the magic promo code… voilà, you get an “Oceanfront” room for $649. For 4 bucks less. I'd call that a free view upgrade. That’s perspective number one. Screenshot below.
Suite Upgrade, for Free
Views are one thing, nice big rooms are another. So the idea of a free suite upgrade kind of explains itself. If you don't have the magic American Bar Association promo code, you’d get a regular “Guest Room” for $391 at The Ritz-Carlton Coconut Grove, Miami (see screenshot below). Meanwhile, you can get a “1 Bedroom Executive Suite with 1 King and Balcony" room for $299 with the ABA membership.
In two words, I call this “cheaper better.”
Suite and View Upgrade, for $33
What’s better than a nice big hotel room in San Francisco? A nice big hotel room with a view of San Francisco. At The St. Regis San Francisco, a non-ABA member can get a “Grand Deluxe, Guest room, with Garden view" for $882. On the other hand, an ABA member can get an “Astor Suite, 1 King, Floor to Ceiling view, Corner room” for $915. That’s just an extra $33 for a much better hotel experience, AKA an upgrade. Check out the screenshots below.
Hotel Upgrades for Free
What about a free hotel upgrade? The 4-Star Clift Royal Sonesta Hotel downtown, San Francisco, costs $308 with the ABA membership. Compare that to the 3-Star Holiday Inn Express & Suites at Fisherman’s Wharf for $321. Again, for $13 less for a much better hotel experience.
Mega Upgrade
That’s what we call the Triple Threat Mega Upgrade. Let’s say the La Concha Renaissance San Juan is $404 for a 1 Bedroom Suite with King bed and balcony at the ABA membership rate. That’s a room that normally runs $640. When we looked at the Sheraton Puerto Rico it was $346 a night for a superior room with King bed. So what the heck. Do you want to book the standard everyday Sheraton hotel room for $346 a night, or in a suite at the La Concha for $404 with the ABA membership? That’s what we call an upgrade no-brainer.
