The top players in hospitality have grasped something many businesses still miss: In a marketplace where products and services are increasingly commoditized, delivering extraordinary customer service — the kind that genuinely inspires loyalty — remains one of the few durable, spreadable competitive advantages.
So I’m grateful that some of the greatest hotels and resorts in the hospitality industry, including multi-Five Star (Forbes-rated) properites. call on me for customer service training.
Here’s what they’re doing right, and what I keep them focused on.
- Anticipatory Service is Your Secret Weapon
One of the most potent elements of excellent hospitality is something I call “anticipatory customer service.” This means being ahead of the customer’s needs — providing what they want:
- before they ask,
- before they even realize they want it,
- even if they never ask at all.
Typical customer service happens when a guest requests something and you deliver. While that has value, it doesn’t necessarily leave a lasting impression.
In contrast, service that anticipates and meets unspoken desires and needs leaves customers feeling deeply cared for, creating long-term loyalty and word-of-mouth enthusiasm.
By training your team to listen beyond words and fulfill unspoken needs, you’ll transport your business into a realm filled with delighted customers — customers who stay loyal and become your most powerful advocates.
- Focus on Creating “Wow” Moments
At the finest hotels, simply meeting expectations isn’t enough. Of course, reliable, consistent service is foundational — and it requires serious investment in systems, standards, and training.
But the greats don’t stop there: They actively pursue “wow.”
A “wow” moment is when service goes beyond meeting needs in a creative, unexpected way. These wow experiences become memorable stories — and because humans are wired to remember stories, they help build emotional connections that lead to enduring loyalty. Customers who experience a “wow” are not only more likely to return but to share their stories with friends, family, coworkers, and online.
- “That’s Not My Job” Is Never an Option
At top hospitality companies, there’s an implicit understanding: everyone helps out, regardless of role.
At Disney, for example, it’s normal to see team members at every level pausing their work to pick up stray trash.
At Ritz-Carlton, when a meeting room must quickly transform into a banquet hall, it’s all hands on deck — executives and line staff alike — until it’s done.
- Technology Is Kept Subtly Out of Sight
Want to integrate technology without undermining personal connections? Take a cue from hospitality leaders: Keep tech out of direct view.
At great hotels, registration desks are designed so screens stay below eye level. This lets staff maintain eye contact with arriving guests — providing responses that seem effortless and even magical, while drawing on rich background data about each guest.
- You Must Excel at Service Recovery
Every top-tier hospitality company has a structured approach to handling guest dissatisfaction. One framework I teach is called M-A-M-A:
- M: Make time to listen. Stop what you’re doing and hear the guest out — without interrupting.
- A: Acknowledge and (if appropriate) apologize sincerely.
- M: Meeting of minds. Find a solution that aligns with both the guest’s expectations and what’s feasible.
- A: Act — and follow through. Make sure the resolution is executed thoroughly.
Note: If a guest threatens violence, specialized de-escalation techniques should be used instead — that’s a different discipline entirely.
- Empowerment is Non-Negotiable
Luxury hotels can’t deliver exceptional service without highly empowered employees.
At Ritz-Carlton, for instance, every staff member is authorized to spend up to $2,000 to solve a guest issue — no manager approval needed. (Interestingly, they rarely need to use that full amount. The key is that the option exists.)
Without genuine empowerment, service excellence simply isn’t sustainable.
- “Yes” for Guests Must Also Mean “Yes” for Employees
At New York’s famed Pierre Hotel, a Five-Star property, the employee cafeteria is open 24/7.
This philosophy — caring for employees just as you care for guests — is common in world-class hotels.
As one GM told me, “The message has to be consistent throughout.” While internal service can be less formal than guest service, employees need to feel valued and supported to keep their energy and spirit high — which ultimately benefits guests as well.
About the Author:
Micah Solomon, President of Four Aces, Inc., is a leading expert on customer service, the customer experience (CX), and company culture. He’s a customer service consultant, trainer/training designer, and keynote speaker. He’s the author of five books, which together have been translated into more than a half-dozen languages and are the recipients of multiple awards.
