In today’s experience-driven economy, providing a good product or service has become a fundamental standard rather than a differentiating factor. Brands that want to stand out need to craft meaningful, memorable moments beyond the expected. From the first impression to the final interaction, each touchpoint is an opportunity to create a connection, evoke sentiment, and build loyalty. Whether it’s intentional design, immersive engagements, or purposeful value-adds, here are five powerful strategies businesses should consider when elevating guest or customer experiences.


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Infuse Authentic Culture

Weaving culture into business leads to a credible connection, loyalty, and a brand that truly resonates. Whether it’s a company culture you are starting from scratch or one that is inspired by the local community around you, collaborate with others for feedback or concepts, such as previous customers, mentors, historians and artists. From architecture to spa treatments and culinary offerings, we have crafted moments rooted in Gila River Indian Community traditions to engage community members and guests on a deeper, meaningful level. Cultural authenticity builds emotional connection and trust.

Design for Community and Connection

From the layout of a lobby to appointing someone to be a community manager, intentionally build domains to promote interaction and inclusiveness. Reimagine physical and digital spaces to encourage connection. Analyze every element of how someone is greeted upon arrival, chairs are arranged in a lounge, or a webpage welcomes a new guest online. Assign someone as a lead to guide engagement and manage interactive moments. Create shared spaces or events like workshops, appreciation activities, or collaborations with partners to bring customers together.

Cultivate Unique Offerings that Align

Think outside core products or services to discover adjacent experiences that could be offered, even if that means establishing strategic partnerships. While most think a resort is just about dining and overnight accommodations, Sheraton Grand at Wild Horse Pass provides guests the opportunity to rent river boats to enjoy the Gila River that flows through the property, explore the beauty of the desert by taking a horseback ride with guidance from wranglers from the Koli Equestrian Center, and customize a five or seven-hour Quail Kids Day Camp featuring a variety of indoor and outdoor activities for those ages five to 12. Incorporating novelty or nature breaks routine and deepens the connection.

Lead with Purpose-Driven Service Culture

When a brand’s ethos is rooted in community and collective contribution, the sentiment naturally transfers from employees to customers. Define and instill a clear purpose or mantra in your team, such as ours at Sheraton, “The Power of We.” Regardless of role, ensure every employee is an ambassador of your brand values. Recognize and reward acts of service that go beyond transactions and conversions by focusing on emotional impact and human connectiveness.

Pursue Excellence in your Industry

Striving for awards and recognition positions a brand as a standout in its industry. The third-party validation builds trust and sets a company apart from competitors. Research an organization or business that carries weight within your industry and for your audience, and determine what needs to be shifted or improved to achieve the acknowledgment. For us, we determined that the Forbes ranking ran supreme, so we pursued the components necessary to be the only resort in Arizona to have both a Five-Star restaurant, Kai, and Five-Star spa, Aji Spa.

Elevating experience isn’t about adding more, it’s about adding meaning. The question isn’t how you serve customers, it’s about how to make them feel seen, valued, and a part of something bigger. As you rethink your customer journey, ask yourself, ‘Are you meeting expectations or are you cultivating something worth remembering?’


Author: Bill Hunter is the Director of Sales and Marketing at Sheraton Grand at Wild Horse Pass, a luxury resort located on the ancestral lands of the Gila River Indian Community in Phoenix. To learn more, visit sheratongrandwildhorsepass.com.