It is better to give than to receive… right? What happens when hoteliers give a complimentary stay or experience, a "comp", to support a special program or fundraiser and the recipient, the lucky "comp" winner, shows up to experience their reward? When that guest begins to make their arrangements, are they treated the same as other guests, better or worse than other guests? And, what value does this guest have for the hotel and the employees if that guest appears to be there 'for free' and not directly contributing to the bottom line? How can hoteliers harness the power of gift certificates and communicate their potential to hotel employee teams? Based on my survey, I am amazed at how differently properties treat this issue. Some treat the certificate bearer as a pariah and low man on the totem pole and others place huge value with a welcoming spirit-very dramatic differences and perspective! What kind of marketing and guest service potential is there behind these awards? Should there be guidelines in place to ensure consistent responses and behaviors for these 'free' guests? Could they be powerful new ways to instill or anchor loyalty in new or returning guests? Or, will they end up being 'FREE" gifts that make no money? Get the full story at HospialityNet