“silk road” international university of tourism and cultural heritage

2.5.
Providing meaningful and memorable personal experiences - Memories are based on strong experiences. Now there is a growing expectation that you always need to "experience" something. In the hotel industry, design trends, technology, and personalization can all help provide a meaningful experience and increase guest loyalty. It is no longer enough just to go to a good restaurant with excellent service and have a delicious meal. Restaurants are realizing the need to offer a real "dining experience". The experience should be seen as an addition to the high quality of customer service already offered by hoteliers, although admittedly this may be more relevant for luxury/five-star hotels in the world. Despite the fact that the quality of service is extremely important for guests, it can become even better thanks to meaningful personal experience. In some cases, hotel design and interior trends may be enough to attract new customers, and in other cases the technology may be more attractive — as in the case of the world's first robot hotel in Japan, Henn Na (Strange Hotel). In the UK, the BBC television program "Amazing Hotels" draws particular attention to the growing demand for impressions, in addition to pampering. If hoteliers can provide these in-demand services, they will be able to exceed customer expectations[ CITATION Lar00 \l 1033 ].
2.6.
Sustainable development - Sustainable development is rapidly taking an important place on the agenda of every organization, driven by people's growing interest and concern for the environment. The United Nations World Tourism Organization (UNWTO) is deeply committed to sustainable tourism[CITATION Une12 \l 1033 ]. Smart hoteliers understand that corporate responsibility programs can help win the trust of customers. Hotels spend most of their running costs on electricity and utilities. Fortunately, thanks to intelligent technologies, there are many ways in which hotel operators can switch to an eco-friendly approach, review energy consumption and implement ways to ensure financial savings. Hoteliers have many opportunities to increase their brand awareness in terms of environmental impact by focusing on reducing food waste, general waste, water and energy consumption (lighting, heating and cooling). Thanks to technological innovations such as daylight sensors and motion sensors, hotels are already finding ways to reduce lighting and heating costs. Hilton already understands the importance of corporate responsibility initiatives, and Starwood has promised to reduce energy consumption by 30% and water by 20% by 2020[ CITATION Sta12 \l 1033 ]. In 2015, Hilton announced its partnership with the World Wildlife Fund (WWF) to launch a new long-term water management strategy to address water use. If hotels can meet the challenges and expectations of their guests, they will be able to ensure long-term sustainable business growth and exceed customer expectations[ CITATION Hot15 \l 1033 ].