“I don’t buy any of these statements,” Sorenson said. “Often when we hear statements like this, they implicitly suggest that there was a time that loyal customers were there just for the taking.” Winning loyalty in the hotel industry requires three things: great product, fine service and good value, he said. “There are great things happening in our industry in terms of great product,” Sorenson said. “Exciting new designs, innovative technology, great food-and-beverage options. Product is essential, but it’s not enough.” Motivated employees are a key component to building guest loyalty—and fair wages are the table stakes, he added. Employees must be pleased with their work, proud of what they accomplish, recognized for their efforts and permitted to grow in their jobs based on their capacity and their efforts. Get the full story at Hotel News Now