Starwood Hotels & Resorts reorientates research – and exceeds expectations

This event report examines how Starwood Hotels & Resorts, the accommodation group, has shifted its attempts to understand customer experiences from quantitative to more qualitative measures.

Starwood Hotels & Resorts reorientates research – and exceeds expectations

Stephen WhitesideWarc

Starwood Hotels & Resorts wants every guest to become a regular visitor to properties run by one – or more – of its 11 brands.

In pursuing this goal, the Stamford, Connecticut-based enterprise focuses not only on advocates, but customers who are off-center on the satisfaction bell curve. "We've looked a little bit more closely at what happens when we almost meet your expectations. Because in that example … we did do some things [that were] good, but we fell short somewhere," explained Matt Valenti, Starwood's VP/Guest...

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