what are the touchpoints of your hotel and what are your guests experiencing before, during and after their stay at your place? What are your intensions - are they met? From simply suppling a demand to a guest to absolutely captivating him to openly compliment about your services and writing a superb review is a long way. At which point during this journey you win the guest to try out your product?
Hotels offer certain hard- and software which are basically regarded as "products" for which mostly sentimental values apply - the service quality itself is hard to compare. Therefore the customer experience is the scale by which the hotelier is (being) measured.