While businesses across every industry continue to reel in uncertainty about their financials, longevity, and ability to deliver during the COVID-19 pandemic, one thing is certain: this is the greatest test of the employee experience the world has ever seen. Hospitality organizations can be sure that while they grapple with plummeting bookings, their employees are the ones who will carry their brands through this crisis.

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Customers understand that mistakes happen, but they expect companies to actively work to resolve problems. In fact, research from Medallia shows that when consumers believe they have put in more effort than a company to resolve an issue, they are twice as likely to tell someone about the bad experience and four times more likely to stop purchasing from the company.

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Twenty percent of hotel guests say their customer experience expectations are higher than they were two years ago. So, what’s changed between now and then? Greater demand for quality, consistent service organization-wide. Memorable experiences should be delivered from start to finish, end-to-end.

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