Hotels, which were grouped with holiday and travel companies in the Index, placed in the middle of the pack, behind supermarkets – which topped the Index with a rating 32% above the average – banks, mobile service providers, entertainment companies, smartphone makers and ISPs. To create the Index, more than 1,000 UK consumers were asked to rate businesses they deal with from various sectors based on their communications, with their scores representing levels of familiarity ranging from ‘treats me like a total stranger’ to ‘knows me like a close friend’. Although hotels and related businesses were rated 5% above the average, for a sector with a number of loyalty schemes and other ways of gathering insight into their customers, this is still a surprisingly low score. The hotel business should, after all, be about knowing your customers and being able to demonstrate that to them. Infrequency of transactions can be seen as a major obstacle to hotels building the long-lasting, loyal relationships that would attract higher ratings from consumers, as they have fewer chances to gather customer information that can be used to target and tailor marketing communications. Get the full story at UK's Hotel Industry Magazine Read also "Customer intimacy, meet operational excellence" at Harvard Business Review