Dalton Explains That Consumer Confidence is Key to Hospitality Resurgence, Future Growth

On June 3rd, Alec Dalton delivered a keynote presentation at a customer experience community conversation hosted by CX Brussels and CX Centric. Focused on the theme of growth in the hospitality sector, Dalton detailed how the restoration of consumer confidence is a key component for the industry's path to recovery.

Leaning on research conducted in partnership with Boston University and Oxford Brookes University, Dalton presented the "cleanliness theater" framework as a model that any brick-and-mortar, B2C business can use engage guests, patients, customers, and the like in physical experiences. In summary, organizations must:

1. Provide a preview: proactively communicate practices and policies so employees and guests understand expectations for their roles.
   
2. Set a clean scene: evidently make key touchpoints safe to touch, from a sanitation standpoint.
   
3. Play the part: carefully deliver value to customers so that they can achieve their objectives, in compatibility with the cleanliness and hygiene protocols.

Dalton reinforced this framework with effective examples from companies like Marriott and Hilton, who are leading the industry with operating standards for the era of COVID-19.

A link to the session recording will be posted here shortly.