VIP Lounge Setup

Do you TRULY care what your guests think? All the best hotels have a solid guest feedback acquisition process and they usually count with a system that aggregates the information and provides synthethized feedback for the leaders to review. Whether it’s Medallia, Customer Alliance, Revinate, or others, guest feedback tools are incredibly important to drive excellence in a hotel operation. In my experience across different brands, many times the focus is on the score rather than the actual feedback. “Ouch, we received a 75.” “That guest gave us a 3 out of 5.” “We’re at an 83 for the month”. Although the scores are a reflection of the performance of the team, they don’t always tell the whole story. Rather, it’s important to read the actual comments that the guests provide, for they leave you with important clues of where your team needs to focus their attention. “The lighting in the room was too dark, not allowing us to properly put make up on before our dinner.” “Every time we went to the restaurant, it took a long time for the waiter to approach our table.” “There was always a loud noise near the Spa, not ideal for a calming massage.” As a Hotel General Manager, you should make sure that your team focuses on the actual guest feedback, and that they take the comments and action on them, when relevant. If you’re seeing trends come up with the comments your guests give you, it’s a clear indication that the experience is negatively affected. The best hotels aren’t the ones chasing the score. The score will come. Rather, chase the information garnered and create a process of diligent follow up to ensure the experience is polished on a daily basis. We are, after all, in this business for our guests, aren’t we? #hospitality #conscioushospitality #thinktolearntolead #hotels #generalmanager #leadwithintention #leadership #feedback #guests

I’ve been into hotel finance for almost 10+ years now. I’ve learned that what’s left unsaid by your guests often impacts your bottom line the most. Sure, you’ve got rave reviews from happy travelers, and yes, complaint-handling protocols are in place. But what about the guests who leave with a polite smile yet never return? 𝟭. 𝗥𝗲𝗽𝗲𝗮𝘁 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗟𝗼𝘀𝘀: Returning guests are 60%-70% more profitable than new ones. But if their dissatisfaction remains unvoiced, you may never know why they didn’t come back. 𝟮. 𝗥𝗲𝗳𝗲𝗿𝗿𝗮𝗹 𝗗𝗲𝗰𝗹𝗶𝗻𝗲: A guest who doesn’t complain might not be angry—but they also aren’t recommending your property to friends or family. 𝟯. 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗜𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝗶𝗲𝘀: Issues like slow room service or poor amenities that go unreported stay unaddressed. Unsolved problems can cost more over time, both financially and reputationally. 𝟰. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗟𝗲𝗮𝗸𝗮𝗴𝗲: A seemingly "happy" guest may quietly book elsewhere next time, even if your rates are competitive. 𝟱. 𝗠𝗶𝘀𝘀𝗲𝗱 𝗨𝗽𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀: Unspoken discomfort (like noisy rooms or bland food) can discourage guests from spending more on upgrades or F&B services. But how do you identify these silent signals? 𝟭. 𝗗𝗲𝗲𝗽-𝗱𝗶𝘃𝗲 𝗦𝘂𝗿𝘃𝗲𝘆𝘀 𝘁𝗵𝗮𝘁 𝗚𝗼 𝗕𝗲𝘆𝗼𝗻𝗱 𝗕𝗮𝘀𝗶𝗰𝘀 - Ask open-ended questions like: “𝙒𝙝𝙖𝙩’𝙨 𝙤𝙣𝙚 𝙩𝙝𝙞𝙣𝙜 𝙩𝙝𝙖𝙩 𝙘𝙤𝙪𝙡𝙙 𝙝𝙖𝙫𝙚 𝙢𝙖𝙙𝙚 𝙮𝙤𝙪𝙧 𝙨𝙩𝙖𝙮 𝙚𝙫𝙚𝙣 𝙗𝙚𝙩𝙩𝙚𝙧?” 𝟮. 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝗗𝗮𝘁𝗮 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 - Patterns like short booking durations or lower in-house spending can signal dissatisfaction. 𝟯. 𝗘𝗺𝗽𝗼𝘄𝗲𝗿 𝗬𝗼𝘂𝗿 𝗙𝗿𝗼𝗻𝘁𝗹𝗶𝗻𝗲 𝗦𝘁𝗮𝗳𝗳 - Train them to observe non-verbal cues and proactively check in: “𝙃𝙤𝙬’𝙨 𝙮𝙤𝙪𝙧 𝙧𝙤𝙤𝙢? 𝙄𝙨 𝙩𝙝𝙚𝙧𝙚 𝙖𝙣𝙮𝙩𝙝𝙞𝙣𝙜 𝙬𝙚 𝙘𝙖𝙣 𝙞𝙢𝙥𝙧𝙤𝙫𝙚?” 𝟰. 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗔𝗻𝗼𝗻𝘆𝗺𝗼𝘂𝘀 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 - QR codes or anonymous forms allow shy guests to express concerns without confrontation. 𝟱. 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝗢𝗻𝗹𝗶𝗻𝗲 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝗣𝗼𝘀𝘁-𝗦𝘁𝗮𝘆 - A lack of reviews could be as telling as negative ones. 𝟲. 𝗦𝗶𝗹𝗲𝗻𝘁 𝗱𝗶𝘀𝘀𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺—𝗶𝘁’𝘀 𝗮 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. 𝗔 𝟱% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗴𝘂𝗲𝘀𝘁 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗰𝗮𝗻 𝗯𝗼𝗼𝘀𝘁 𝗽𝗿𝗼𝗳𝗶𝘁𝘀 𝗯𝘆 𝟮𝟱%-𝟵𝟱%. - Catching and resolving hidden pain points early reduces the cost of negative guest experiences and their long-term ripple effects. If you want to unlock your hotel’s full revenue potential, listen closely to what’s not being said. The best time to address silent dissatisfaction is before it leaves your property. Every smile, every stay, and every “thank you” has a story. Make sure you know all of it.

Every month, another luxury brand lands in the Gulf with a polished rollout, but too many still miss what actually matters to shoppers here. I get asked about this often. Just this week, Hanine reached out to hear my view on where luxury brands get local activations wrong in our region. Here is what I have seen after years on the ground: Overlooking subtle signals: At Harvey Nichols Dubai, VIP clients are greeted by name, and often introduced to personal shoppers who remember their preferences. Some global brands still rely on generic greetings and staff who are unaware of local customs. This small difference can make or break loyalty. Mistaking premium for personal: The Galleries Lafayette Qatar store invested heavily in international décor and visual merchandising, but initial sales struggled until the team began hosting private shopping appointments for Qatari families, especially during Ramadan and Eid. Luxury here is about privacy, family comfort, and anticipation of local holidays, not just a fancy storefront. Activation patterns: Dior’s pop-up in Dubai Mall succeeded by collaborating with local artists and hosting exclusive events that brought together regional creatives and clients. A standout example was the Dior corner in Galeries Lafayette Doha, where clients could customize their perfume bottles with Arabic calligraphy, adding initials or private messages. This thoughtful, personal touch resonated deeply with local customers and made the experience feel both exclusive and culturally relevant. In contrast, several brands have run global campaign pop-ups with international celebrities that did not resonate because they felt disconnected from the local culture and missed the opportunity to feature regional voices. Brands that succeed are the ones that listen, adapt, and make every guest feel at home. Shoppers here want to feel recognized, not just impressed. What details do you notice in luxury stores that make you feel truly valued or leave you cold? Have you seen a campaign or activation that got it right? #luxuryretail #GCCretail #customerexperience #brandstrategy #Dubai #retailinnovation #localinsight #shopperbehavior #retailleadership

Luxury brands are increasingly turning to elite sports to amplify their core values of exclusivity, precision, and sophistication. High-profile sporting events, steeped in tradition and attracting affluent audiences, provide an unparalleled stage for these brands to align with prestige and excellence. The recent Rolex Monte-Carlo Masters 2025 is a perfect example, where Title Sponsor ROLEX, along with partners like Maserati and Sergio Tacchini, seamlessly integrated their presence into the fabric of this prestigious tennis tournament. These strategic alliances enable luxury brands to connect meaningfully with HNWIs in environments that mirror their own commitment to exceptional quality. However, the synergy between luxury and sport goes far beyond mere logo visibility. At events like the Monte-Carlo Masters, the focus shifts towards creating immersive experiential activations. Brands curate exclusive environments—VIP lounges, private suites, behind-the-scenes tours, and intimate athlete meet-and-greets—that transform a day at the tournament into an unforgettable experience. Guests are enveloped in the brand’s world, reinforcing shared values of exclusivity and high performance. It’s about creating a sense of belonging to an elite circle. While tennis remains a cornerstone for luxury sponsorships, brands are strategically expanding into other prestigious arenas. Luxury houses are increasing their presence in Formula 1 (think TAG Heuer’s iconic timing partnership), sailing, golf, and equestrian sports. Major luxury conglomerates like LVMH are making significant investments in global sporting platforms, evidenced by their landmark partnership with the Paris Olympic Games. These moves reflect a broader strategy to enhance global visibility and engage diverse, affluent demographics through universally captivating events. This expansion, however, presents a critical challenge: maintaining brand integrity. As luxury brands explore new sporting territories, it is crucial to ensure that the ethos of the event aligns authentically with the brand’s core identity. While venturing into sports with broader appeal may offer increased exposure, there’s a risk of diluting the brand’s hard-won association with exclusivity if the chosen sport does not resonate with values such as heritage, craftsmanship, or precision. Ultimately, the enduring allure of luxury brands is intrinsically tied to their perceived exclusivity. Preserving this requires meticulous curation of sports partnerships. Events centered around precision, tradition, and sophistication—whether on the court, the track, the fairway, or the open sea—remain the most potent vehicles for reinforcing the essence of luxury. The evolving landscape of sports sponsorship demands a delicate balance: expanding reach while safeguarding the exclusivity that defines the brand. #LuxuryMarketing #SportsSponsorship #ExperientialMarketing #BrandExclusivity #BrandStrategy Image courtesy of Rolex Monte-Carlo Masters

Guest Experience Metrics in Hotels (GRI - NPS - RPS - OSAT) In luxury hospitality, numbers are more than statistics—they are reflections of how guests perceive, experience, and remember their stay. Among the most common metrics used to evaluate quality and guest experience are GRI, NPS, RPS, and OSAT. While they may seem interchangeable, each one serves a distinct purpose: GRI (Global Review Index™) – An industry benchmark developed by ReviewPro. It consolidates reviews from multiple platforms (TripAdvisor, Booking.com, Google, etc.) into one score (0–100), offering a clear view of your online reputation and how you compare to competitors. NPS (Net Promoter Score) – A measure of guest loyalty. By asking “How likely are you to recommend us?”, hotels can identify promoters, passives, and detractors. The resulting score (–100 to +100) shows the strength of guest advocacy and repeat business potential. RPS (Reputation Performance Score) – A performance score that tracks overall online reputation across OTAs and review sites. Often used as a key KPI by hotel groups, it helps managers monitor service impact on reputation and drive accountability across departments. OSAT (Overall Satisfaction Score) – A straightforward question: “Overall, how satisfied were you with your stay?” This provides a simple snapshot of guest satisfaction, though it is less diagnostic than other metrics. In practice: • GRI = Reputation Benchmark • NPS = Loyalty and Advocacy • RPS = Performance Accountability • OSAT = Overall Sentiment Together, these metrics give hoteliers a 360° understanding of guest experience—balancing reputation, satisfaction, and loyalty to guide both strategic and daily decisions.

The Psychology of Selling Luxury: 10 Techniques That Build Desire, Loyalty, and Sales Luxury clients never buy a product. They buy emotion, status, and an experience that feels like it was designed just for them. I’ve seen firsthand that successful luxury sales aren’t about discounts or pressure tactics. Instead, they rely on subtle, sophisticated techniques that elevate desire and loyalty while protecting brand prestige. Here are 10 proven strategies the best luxury brands use , and how they can transform the way you attract and retain high-value clients. 1. Exclusivity & Scarcity Luxury thrives on rarity. Limited editions, invitation-only events, and private previews make clients feel like insiders, creating urgency without a single hard sell. 2. Prestige Pricing & Price Anchoring Discounts damage luxury perception. Instead, brands use high-price anchoring to position products as aspirational ,making exclusivity part of the appeal. 3. Storytelling & Heritage Luxury clients fall in love with the why. Craftsmanship, legacy, and artistic inspiration turn a product into a piece of history worth owning. 4. Personalization & Clienteling Luxury sales professionals know birthdays, anniversaries, and preferences ,curating experiences so personal that loyalty becomes inevitable. 5. Authority & Social Proof Celebrity endorsements, VIP collaborations, and media features create a halo effect. People want what the world’s tastemakers have already validated. 6. Sensory & Experiential Marketing Boutiques designed like art galleries, exclusive dinners, and private runway shows immerse clients in a world that goes far beyond the product. 7. Deliberate Mystery & Inaccessibility A little mystery creates desire. Appointment-only shopping, secret collections, and private lounges make the brand feel like a secret worth uncovering. 8. Reciprocity & Relationship Building A personal note, a curated gift, or a private event invitation makes clients feel valued — and people naturally want to reciprocate that loyalty. 9. Time-Limited Access & Previews Exclusive early access or 48-hour pre-order windows trigger the fear of missing out , a powerful motivator when buying luxury. 10. Aspiration & Identity Association Luxury clients buy into a lifestyle. A handbag becomes a symbol of taste, a watch a mark of success. The product is a vessel for the life they want to project. Why This Matters for Luxury Brands? Selling luxury isn’t about selling more. It’s about creating emotional connections, building communities of loyalty, and crafting experiences that clients want to be part of again and again. At The Style Editory, I help brands elevate the entire client journey , from the boutique experience to the website and digital touchpoints , ensuring every interaction feels seamless, personal, and unforgettable. If you’re looking to transform your client experience or elevate your sales approach, feel free to connect or reach out. #LuxuryMarketing #BusinessGrowth

Survey data often ends up as static reports, but it doesn’t have to stop there. With the right tools, those responses can help us predict what users will do next and what changes will matter most. In recent years, predictive modeling has become one of the most exciting ways to extend the value of UX surveys. Whether you’re forecasting churn, identifying what actually drives your NPS score, or segmenting users into meaningful groups, these methods offer new levels of clarity. One technique I keep coming back to is key driver analysis using machine learning. Traditional regression models often struggle when survey variables are correlated. But newer approaches like Shapley value analysis are much better at estimating how each factor contributes to an outcome. It works by simulating all possible combinations of inputs, helping surface drivers that might be masked in a linear model. For example, instead of wondering whether UI clarity or response time matters more, you can get a clear ranked breakdown - and that turns into a sharper product roadmap. Another area that’s taken off is modeling behavior from survey feedback. You might train a model to predict churn based on dissatisfaction scores, or forecast which feature requests are likely to lead to higher engagement. Even a simple decision tree or logistic regression can identify risk signals early. This kind of modeling lets us treat feedback as a live input to product strategy rather than just a postmortem. Segmentation is another win. Using clustering algorithms like k-means or hierarchical clustering, we can go beyond generic personas and find real behavioral patterns - like users who rate the product moderately but are deeply engaged, or those who are new and struggling. These insights help teams build more tailored experiences. And the most exciting part for me is combining surveys with product analytics. When you pair someone’s satisfaction score with their actual usage behavior, the insights become much more powerful. It tells us when a complaint is just noise and when it’s a warning sign. And it can guide which users to reach out to before they walk away.

Smart luxury hotels are playing a short & long term game with their new marketing strategies. While most travel brands obsess over immediate ROI, luxury properties like Rosewood Mayakoba are hosting content-worthy, elaborate dinner experiences that cost thousands to produce but generate minimal short-term revenue. This defies every digital marketing principle we've been taught, but it’s great. Here's what's brilliant about this strategy: These hotels are building emotional equity with guests who spend thousands per stay and return year after year, whilst banking world-class experiential content that fuels future performance marketing. A guest who spends $2,000 per night and returns annually for a decade represents $20,000+ in revenue. That's worth investing in for the long term. Skift recently covered how this strategy is from an age old playbook that completely flips the traditional travel marketing playbook. Instead of broad reach, they're going deep with their highest-value customers. The brands playing the long game… investing in memorable, relationship-building experiences rather than conversion optimization will own the luxury traveler's loyalty AND attract new customers with great, content-driven marketing.

Over the years, I've observed two common challenges for VIP programs offered by luxury brands: first, how to accurately identify who their VIPs are, then engaging them in a way that feels thoughtful rather than intrusive.    We have all heard the story of this young tech entrepreneur—whose startup has already reached a valuation of half a billion dollars—entering an upscale boutique dressed casually in a hoodie, only to be dismissed and treated condescendingly by the sales staff.    I wonder how many truly important clients slip through the cracks simply because brands don't have the right tools or approach to recognize them. The latest Boston Consulting Group (BCG) / Altagamma True-Luxury Global Consumer Insights 2025 report reveals that around 70% of potential Very Important Clients (VICs) remain unnoticed, leaving a gap between who brands think their VIPs are and who they should be nurturing.    This is often due to fragmented customer data and a lack of sophisticated segmentation that goes beyond purchase frequency or spend alone, compounded by inadequately trained sales teams who lack the proper tools, data access, and clear processes necessary to effectively identify and engage potential VIP customers.    This creates a striking paradox: on one hand, existing VIPs are telling brands they're no longer enjoying what's being done for them, while on the other hand, potential VIPs who could be highly valuable remain unrecognized and increasingly frustrated by their treatment. Identification alone isn't the full story. Some top-tier clients feel bombarded by irrelevant messages, despite their desire for a more intimate and meaningful connection. According to the report, over 60% feel overwhelmed by excessive outreach, while 80% would much rather have a quiet, exclusive experience. Some VIP clients we spoke to said there is a sense of saturation and sameness.    Just as luxury brands have recently faced criticism for lacking innovation in their product offerings—prompting a welcome wave of fresh creative talent—there's an urgent need for similar creative reinvention in how VIP experiences are conceived and delivered. The formulaic approach to luxury events and VIP client engagement has become predictable, calling for bold, out-of-the-box thinking.    The true opportunity lies in reimagining VIP programs from a transactional reward system into dynamic, data-informed partnerships, where technology amplifies personalization without losing the human touch. Brands must simultaneously solve both sides of this paradox—retaining current VIPs with more meaningful, less intrusive experiences while developing better systems to identify and nurture emerging high-value clients before they walk away. Luxury brands that master this dual challenge will not only survive but also set a new standard in the years ahead. #CXG #CXGLife #CX 

Stop asking your hotel guests to "Scan the QR for Feedback" – you're killing the moment. You might be losing 5 star reviews without knowing it. The guest just had a great stay. Your team did everything right. Then comes the checkout moment—and we blow it: → “Can you scan this QR code and leave us a review?” Boom. Opportunity lost. That right there? Is the most soulless way to collect feedback. And it kills the opportunity for a glowing online review or repeat visit. The real problem isn’t collecting feedback from the guests— It’s that we’re asking for it in the laziest possible way. No context. No conversation. No emotion. Because what the guest actually wanted was: ▶ To be seen ▶ To be heard ▶ To be thanked genuinely Instead, we push a digital form in their face and walk away. Here’s what really happens next: ▶ The guest feels like a transaction. ▶ The QR code gets ignored. ▶ The chance for a glowing review dies quietly. But it didn’t have to. So how can GMs turn feedback collection into a moment of connection? Here are a few ways to make it more human and more effective: ↓↓↓ ✦ Start with a real conversation, not a QR form: Before you even point to the QR, just ask - → “Was everything up to your expectations?” → “What could we have done better?” Better yet, ask about something specific from their stay. It shows you noticed them. → “Did you enjoy your pool time yesterday?” → “Did you find your way to the beach the other day?” → “How are you planning to get to the airport? Can we help you book a cab?” → “How long is your flight back home? Can we pack some sandwiches for the kids?” These aren’t just questions. They’re moments of care that build real connection—before you ever mention feedback. ✦ Acknowledge what they say—deeply and sincerely When guests share something, don’t just nod. Thank them, reflect it back, and show that it matters. ✦ Save the QR code for the final step Only after the guest feels heard, say: “If you’re open to it, this link helps us and our team grow.” It’s not a task anymore—it’s a meaningful ask. ✦ Train staff to read the moment Teach your team to sense when a guest is open, and when they’re rushing. Feedback works best when the guest isn’t in a hurry. ✦ Reward genuine connections, not just digital submissions Celebrate team members who create memorable exits. Because heartfelt goodbyes lead to heartfelt reviews. ↓↓↓ When we rush to the QR code, we make it all about us. ❌ When we slow down and have a conversation, we make it all about them. ✅ Here’s the bottomline — Want more 5-star reviews? Start with a 5-minute conversation. The stars will follow. ⭐ The question isn’t whether guests will scan a QR code. It’s whether they felt anything worth writing about—before we handed it over. How do you or your team make guest feedback more heartfelt and human? 👇 Share your approach. It might inspire a better checkout moment at another hotel. #HospitalityLeadership #PersonalisedFeedback #GuestExperience