As hotel demand returns to pre-COVID levels (or exceeds it in the case of destination resorts), hotels are facing new challenges particularly as it relates to the guest experience. Staffing shortages, supply chain challenges and reduced or modified levels of service show their scars throughout the industry. What has changed? Customers are voicing discontent. If hotels are changing more, guests want to experience service levels that support the increased rate. How can hoteliers put customers first while dealing with a plethora of new operational challenges?