By Adam and Larry Mogelonsky
In the realm of luxury and ultra-luxury hotels, where room rates often exceed $1,000 USD per night, the stakes are incredibly high. These properties are not just selling a place to stay; they are crafting experiences that reinforce brand loyalty and elevate the guest’s perception of value. In such a competitive market, using creativity to differentiate your offerings isn’t just a nice-to-have—it’s essential.
Even if your property hasn’t reached this price point yet, there’s much to learn from these high-end strategies. Competitive pricing and attractive packages are important, but they must be matched by exceptional service, top-tier amenities, and unique onsite programming to secure long-term success.
While there’s no universal solution to achieving excellence in hospitality, one proven method is to employ the psychology of surprise and delight. By embedding unexpected touches throughout the guest experience, hotels can foster a deeper connection with their brand. The following example from a recent stay at the Halekulani in Honolulu, Hawaii, offers valuable insights into how luxury properties can implement these principles.
Larry, who has been a regular guest at the Halekulani for over a decade, recently returned for another stay, his first since the pandemic began. With 453 rooms, the hotel is relatively modest in size compared to others on Waikiki Beach, yet it stands out at the five-star level, particularly for its exceptional housekeeping. We were curious to see if the property had maintained its high standards post-Covid.
After a weeklong stay, we can confirm that the housekeeping team has not missed a beat. At Halekulani, housekeepers work in pairs—a practice we believe contributes to their outstanding service. Each night, turndown service revealed a different keepsake, accompanied by a short, poetic card. These small, logoed items—a tape measure, a bottle of sand, a steel ruler, and a book-page clip—offered more than just a pleasant surprise; they reinforced the Halekulani brand in a way that a typical chocolate or candy never could. The hotel’s management shared that the average guest stays for over seven nights, which inspired the idea of a different turndown gift for each night of the week.
These thoughtful touches certainly delighted guests, but the most surprising moment came on the night before departure. Upon returning from dinner, we found a carefully arranged collection of items on the desk in each room: a thank-you card from the housekeeping team, an eyeglass repair kit, a hardcover book about the area, and a wall calendar.
While we weren’t sure if this treatment was reserved for repeat guests, a conversation with other guests at the bar confirmed that they had received the same parting gifts. This attention to detail far exceeds what most luxury guests expect and creates a memorable “wow” moment.
There are important lessons here for any hotel, even if pairing room attendants or offering such an elevated standard of service isn’t feasible for your operation. First, recognize that housekeepers are on the frontline of guest interaction. Equip them with the tools and encouragement to contribute to your loyalty-building efforts. Find creative ways to leave a lasting impression that goes beyond the ordinary.
This idea of leaving a lasting impression ties into the broader hospitality concept of the ‘sense of departure.’ While much effort is often invested in creating a great arrival experience, it’s important to remember that the moments just before guests leave can have an even greater emotional impact. A standard turndown chocolate, while pleasant, is expected and doesn’t create a lasting memory. With the collective creativity of your team, there’s always a way to do better.
For properties aiming to reach the $1,000 per night mark or higher, the increased gross operating profit per available room (GOPPAR) provides the financial resources to make every moment of the guest experience unforgettable, from check-in to departure. However, even for hotels with lower rates, there are countless ways to create similarly delightful moments. Often, constraints can inspire the most innovative solutions, enabling you to surprise and delight your guests in ways that leave a lasting, positive impression.
