Hoteliers should take every opportunity to develop guest loyalty by engaging their guests and displaying an air of welcoming, helpfulness and genuine caring, writes Richard Shapiro, president of The Center for Client Retention. Hoteliers must also develop a culture of warmth and closeness with their front-line associates, which would then be transferred to guests. "The service delivered by front-line associates must be viewed as the first step in the journey of loyalty," Shapiro writes.

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