In the ever-accelerating race for competitive advantage, many hotel operators are focusing on guest service as a way to differentiate their properties from the competition. Hilton's Customer Information System, Sol Melia's service customization and Marriott's "Wired Rooms" are all examples of this trend. A further indication of the industry's renewed focus on service comes from Barry Sternlicht, CEO of Starwood Hotels. "The world is changing rapidly. While we own superb physical assets around the world, …showed first 75 words of 524 total…

…showed last 75 words of 524 total…examples of hotel companies moving in this direction.) These productive employees provide the crucial guest experience that, in turn, creates satisfied and loyal guests and resultant growth and profit. So 21st century hotel service is not about the newest revolutionary technology but rather it is about revolutionary ways of thinking, acting and managing. Those who can create, innovate, and lead their team of employees, vendors, and guests will be the leaders in the coming millennium.