Friends were planning their annual Fourth of July getaway at one of Florida's most prestigious and expensive resorts. This property had become a favorite and they returned each year. They started bringing friends, booked premium rooms, used the spa and all the amenities and spent a lot. This year, with a new baby in tow, they booked six months in advance, paid a deposit, and specified that this year they wanted at least one room in the old wing, feeling more comfortable with that room design. Upon check-in, no room in the old wing was available or had been set aside, even with the advance request and planning. To top it off, the staff on duty did not appear to be concerned with their dismay and invited them to go elsewhere if they were not satisfied with the rooms in the new wing. Premium, loyal guests who came back each year and who constantly referred other guests were treated like strangers. They did go elsewhere-the direct competition, who welcomed them with delight. Their friends and dollars went with them and they repeat the story of their bad experience frequently.

It can take years to get loyal guests like these, and only ...