One of the best parts of my job is helping hotels and resorts get super creative when it comes to the "little extras" that can make any moment feel that much more special. Many resorts rely on the tried and true: frozen fruit around the pool on a hot day or a complimentary cocktail upon arrival. While these are awesome, the properties that really blow me out of the water are those that go beyond the expected. Once I was at a restaurant where the entire staff started passing out little bowls of perfect blueberries to every table to show off the fresh produce they just got in from the farm. It made us as diners feel like we were a part of something special, immersed in this experience. At one resort, guests who are watching the sunset over the ocean from the bar are offered to be escorted down to the beach right afterward. There, a staff member would make them their own bonfire and provide beverage service so they could keep the moment going, made fresh again by a new setting. All of these at no cost; and that's the key. Today many hotels have lost this dedication to making an experience unexpectedly special and have traded it in for resort fees and up-charged service offerings. Yes, what I'm talking about usually plays more in the luxury resort space, but can also apply to an urban property at any level. It can be as simple as offering complimentary sunscreen poolside, rather than sending the guest to the overpriced hotel boutique to buy their own. Even just this morning, I asked the front desk if they had a bottle of water for me to grab before I got into my car at checkout - they simple handed me one; no hesitation, no room charge - just an act of service accompanied with "have a great drive". There is such great value in designing the guest experience with amenity offerings like these in mind. The seamless execution of these moments is what stands out in a guest's mind and creates a true brand enthusiast.