Unlocking Core Memories: A Lesson from AC Milan

Back in 1994, I stumbled upon my older brother's sports tabloid featuring AC Milan, who were on a friendly tour in Indonesia to play against Persib. That was the moment I fell in love with the Rossoneri. My eternal fondness for AC Milan was ignited by that tabloid article, creating a core memory that has stuck with me ever since. Despite their knack for losing matches nowadays—often more times than I can count on one hand—my loyalty remains unwavering (#PioliOut). Perhaps it's the nostalgia or the vivid memories of that first encounter, but once a Rossoneri, always a Rossoneri.

This got me thinking about the concept of core memories in the hospitality industry. Just like my enduring support for this mediocre club, core memories play a crucial role in guest loyalty and brand advocacy in hospitality. Here's how we can create these lasting impressions for our guests:

Personalized Experiences

In hospitality, personalization is key. Tailoring services to meet the unique preferences and needs of our guests can create unforgettable moments. Remembering a guest’s favorite room type or special dietary requirements, for instance, can turn an ordinary stay into a cherished memory.

Exceptional Service

Delivering exceptional service is the cornerstone of creating core memories. Attentive staff, quick problem resolution, and special touches like personalized welcome notes or gifts can elevate the guest experience and leave a lasting impression.

Unique Offerings

Providing unique amenities or activities is another way to make a guest's stay memorable. Exclusive tours, special events, or signature dishes can differentiate a hotel or resort and create standout moments for guests.

Emotional Connection

Building an emotional connection with guests is essential. Warm, friendly interactions, celebrating special occasions like birthdays or anniversaries, and showing genuine care for their comfort and enjoyment can create strong emotional bonds.

Consistent Quality

Consistency in delivering high-quality services and maintaining high standards of cleanliness, comfort, and hospitality is crucial. Positive memories are reinforced when guests can rely on consistent experiences.

Cultural Integration

Incorporating local culture into the guest experience can also create unique and memorable stays. Offering local cuisine, traditional decor, or cultural events can resonate deeply with guests and make their stay truly special.

Feedback and Follow-Up

Actively seeking guest feedback and promptly addressing any concerns shows that we value their opinions. Follow-up communications, such as thank-you emails or special offers for returning guests, help keep positive memories fresh in their minds.

Memorable Moments

Creating special moments, like surprise room upgrades, complimentary services, or unexpected gestures of kindness, can become the core memories that guests associate with your brand.

Just as my love for this Italian club has remained strong despite their current struggles, creating core memories for our guests is key to fostering long-term loyalty and positive word-of-mouth.