By Tom Conran, Principal, Greenwood Hospitality Group
Research suggests that guests today are seeking an experiential element to their lodging stay. It’s more than a clean guestroom and internet access. The key is to take the traveler on a journey consisting of memorable moments throughout the property. One must think in terms of being in the memory management business and thus create stories throughout the guest stay. Owners should detail and focus on the high-touch points the guest is seeking and, in many instances, demanding. But it is also important to be able to provide surprises along the guest’s journey.
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