In order to be eective ambassadors and salespeople of the hotel, all associates need to genuinely believe that the hotel provides experiences that are meaningful and of value to the guests. e hotel business is competitive: in most markets, guests have numerous lodging options. Consequently, front desk associates who are checking out guests should have a level of condence in his/her coworkers that the experience that was provided was a valuable one that could not have been readily delivered by a competitor.