Travelling over the past few weeks has re-emphasised for me the importance of service. Simple things like the check in and check out process in a hotel make a huge difference to the perception of the brand. In one hotel in Dubai I was made to feel very welcome and nothing was too much trouble as they quickly checked me in. By contrast checking out in a hotel in London last week I was part way through the process when the agent wandered off to take another client to the restaurant for breakfast, leaving me standing there. Which hotel do I want to go back to? Which one will get the best Trip Advisor review?