What is Guest Experience and why it should be at the heart of every guest-facing business
For any business that interacts with guests—whether it’s an event, hotel, restaurant, or brand—guest experience is far more than just providing a service.
At The Guest Project, we see guest experience as the pulse of a successful business. It’s the core element that can set a brand apart, influence long-term growth, and build a loyal and engaged fan base.
While we may hear a lot about “guest experience” in the industry, the concept is often misunderstood as simply ensuring satisfaction or offering conveniences. But guest experience is about crafting meaningful, memorable interactions that resonate with individuals and leave a lasting impression.
As our team often says, “A guest experience done right is one that feels personal and genuinely caring. It’s about putting guests at the very centre of every decision.”
Why Focus on Guest Experience?
Guest experience isn’t just a single moment; it’s a collection of moments that form a journey, from the discovery all the way through the last thought which creates the experience that your guests experience.
When a guest feels truly welcomed and valued, it changes the way they remember a brand or an event. Here are some ways a strong focus on guest experience can impact a brand or event:
Increased Guest Loyalty
Strong guest relationships are built on trust and understanding. When they feel that a brand values their needs, they’re more likely to return and recommend it to others. From our experience, the companies that genuinely prioritise guest experience are the ones that build lasting relationships, resulting in higher retention and frequent repeat visits. Research shows that a mere 2% increase in customer retention has the same profit impact as a 10% reduction in costs, making each interaction an investment in future revenue Propello Blog Fivestars Insights
As one of our team members put it, “Loyalty isn’t bought with perks or discounts. It’s earned when a guest feels seen and valued every time they interact with your brand.”
2. Enhancing Word-of-Mouth and Brand Advocacy
In today’s world, every guest has a voice. Social media, reviews, and personal recommendations have more impact on brand reputation than ever before. A thoughtfully designed guest experience often inspires guests to share their positive stories, becoming advocates for the brand. In fact, 75% of consumers say they would recommend a brand based on a positive experience alone Thematic. Similarly if a guest experiences a disappointing interaction with a brand, they are likely to share their views with others, in fact a study published by Forbes states that 96% of unhappy guests won’t necessarily tell the business but they will go on to tell 15 of their friends.
3. Competitive Advantage Through Unique Experiences
No two events or brands are alike, and guest experience offers a powerful way to show what makes yours different. Brands that focus on creating unique, memorable experiences stand out from the competition. At The Guest Project, we believe every business has a unique story to tell, and that story is communicated through the guest experience journey.
One of our consultants put it best: “In a sea of choices, it’s the attention to detail and the human touch that make all the difference. A memorable experience is what brings a guest back—and keeps your brand top of mind.”
4. Future-Proofing with Flexibility and Innovation
Guest expectations are always evolving, and businesses that prioritise guest experience are better positioned to adapt. By staying attuned to what guests truly value, businesses can anticipate changes, integrate new technologies, and innovate without losing the core of what makes them special. This adaptability is crucial for future-proofing in a rapidly changing industry. Productlane
5. Emotional Connection as a Core Value
Building an emotional connection may sound intangible, but it’s one of the most powerful aspects of guest experience. This connection can’t be forced; it comes from authentic interactions, consistency, and a sincere effort to understand the guest’s perspective and meet their needs. When guests feel that connection, they’re not just interacting with a brand—they’re forming a long lasting relationship.
For The Guest Project, guest experience isn’t about adding more features or conveniences, it’s about connecting with people in a way that feels authentic. When that happens, guests respond with trust and loyalty that lasts.
Making Guest Experience a Priority
Guest experience doesn’t have to be complicated, but it does require intention and attention to detail. At The Guest Project, we’ve seen that when businesses make guest experience their priority, they begin to see the impact on every area of their operation, from guest satisfaction and loyalty to increased revenue and brand reputation. Research supports this, showing that companies that prioritise customer experience can see revenue increases of up to 80% .Zendesk Fivestars Insights
For businesses willing to take a closer look at how they connect with their guests, the rewards go beyond financial gain. The result is a more resilient brand, a loyal customer base, and a sense of purpose that drives everything forward.
At the end of the day, guest experience isn’t just what you do; it’s how you make people feel. And when your brand makes people feel valued, they’re likely to keep coming back, bringing others with them, and contributing to the brand’s story in a way that’s truly meaningful.
