But with a map in hand, the direction to take becomes clear with arrival at destination and the first visitors following behind. In our first of a three part series of marketing guides for luxury hotels, we look at the foundations for optimal differentiation, guest connection and customer experience. In many instances, particularly when booked for leisure, hotels are high involvement decisions which the guest invests more in emotionally, financially and mentally. They are often more considered decisions, requiring evaluation of alternatives, and information search from trusted sources before purchase is undertaken. High involvement decisions differ from the many low involvement choices that we make on a daily basis, and what constitutes high or low involvement can change too. For example, a guest may make many business trips and book hotels with very low involvement, but become rather more involved in the process when booking a hotel for a short break with family- in their eyes, the risk has increased. Get the full story at Hotel Industry Magazine