“Five stars – but are guests truly recognised as returning guests?”

Over the past six years, I have stayed around 20 times at the same five-star hotel.

It’s a property I genuinely like: a unique location, beautiful rooms and one of the most impressive breakfast buffets I know.

Recently, I checked in again – for the sixth time within three months.

The welcome: “Hello and welcome. Have you stayed with us before?”

My first thought: Yes. Around 20 times. Most recently two weeks ago.

My second thought: I recognise almost every face at reception by now – yet no one seems to recognise me as a returning guest.

Don’t get me wrong – I enjoy coming back. But moments like this make me pause.

What really defines five stars?

Is it the facilities? the location? the breakfast?

Or is it the feeling of being seen as a guest?

Another detail stood out.

There was no offer to bring my suitcase to the room – I had to take it up myself.

Something I have experienced quite differently in several four-star hotels, often at a fraction of the room rate.

Perhaps my expectations are too high.

Or perhaps this is exactly where the difference lies between good service and genuine hospitality.

Because in the end:

Five stars are not defined by the property alone. They are defined by attention.

I would be interested in your perspective – especially from those working in hospitality:

Do your teams actively recognise returning guests?
How do you ensure guests actually feel seen?

Column by Stefanie Scheel
Sales & Communication Trainer | sprachgewandt.net

Stefanie Scheel has been training employees in sales, leadership, communication, and motivation since 2009. 

Her training approach is grounded in extensive hands-on experience in retail and is designed to be directly applicable in day-to-day operations. In addition to the retail sector, she also works with teams in the hospitality industry, particularly on topics such as guest advisory, upselling, and service quality.

A two-time award winner in the field of motivation and communication, she is among the most recognised sales trainers in the German-speaking market.

Over the past six years, I have stayed around 20 times at the same five-star hotel.

It’s a property I genuinely like: a unique location, beautiful rooms and one of the most impressive breakfast buffets I know.

Recently, I checked in again – for the sixth time within three months.

The welcome: “Hello and welcome. Have you stayed with us before?”

My first thought: Yes. Around 20 times. Most recently two weeks ago.

My second thought: I recognise almost every face at reception by now – yet no one seems to recognise me as a returning guest.

Don’t get me wrong – I enjoy coming back. But moments like this make me pause.

What really defines five stars?

Is it the facilities? the location? the breakfast?

Or is it the feeling of being seen as a guest?

Another detail stood out.

There was no offer to bring my suitcase to the room – I had to take it up myself.

Something I have experienced quite differently in several four-star hotels, often at a fraction of the room rate.

Perhaps my expectations are too high.

Or perhaps this is exactly where the difference lies between good service and genuine hospitality.

Because in the end:

Five stars are not defined by the property alone. They are defined by attention.

I would be interested in your perspective – especially from those working in hospitality:

Do your teams actively recognise returning guests?
How do you ensure guests actually feel seen?

Column by Stefanie Scheel
Sales & Communication Trainer

Stefanie Scheel has been training employees in sales, leadership, communication, and motivation since 2009. 

Her training approach is grounded in extensive hands-on experience in retail and is designed to be directly applicable in day-to-day operations. In addition to the retail sector, she also works with teams in the hospitality industry, particularly on topics such as guest advisory, upselling, and service quality.

A two-time award winner in the field of motivation and communication, she is among the most recognised sales trainers in the German-speaking market.