This is a word with strong legs, and one I was turned on to by my good friend Alex.

The more you invest in creating individual experiences, the better chance you have for success. People crave feeling special. They don’t want the same thing as the next person. That’s boring and carries little value anymore. Marketers are starting to figure that out. Services of all kinds, from suit tailors to snowboard manufacturers, are beginning to realize this important phenomenon. Personalization is in…standardization is out.

It’s time to go beyond a quick check-in and calling people by name…that’s a given.

What are you doing to create customized experiences for your guests…for your employees?