A hotel chain like Marriott stays memorable because you get the same experience everywhere. A barber shop lost a regular customer after dropping small touches like hot tea and a towel that had been there on the first visit. Consistency in the details is what keeps people coming back.
Just the consistency. They have whatever controls they have put in place. I get a highly predictable consistent experience when I go Marriott. Okay. And that's what people— there's this story, I can't remember the book that I got this out of. They talked about this guy went to go get a haircut the first time, he had one experience. The haircut was the same, the haircut was the same every time. But once he was greeted by the receptionist, second time, no receptionist. The guy was back, you know, cutting somebody else. He's like, hey, have a seat. First time he was offered hot tea and a towel, second time he wasn't, and he just noticed that he never went back to this place.
