Most hoteliers will answer "service" when asked what makes them better than their competition. But focusing on service is not the same as focusing on the customer. Service must be defined relative to the customers' needs, and the price of a room must reflect the guests' expectations regarding the desired level of service. Most customers are unwilling to pay for amenities they don't want and will avoid those properties where high rates aren't clearly related to value. To develop a service strategy, first identify the markets to be served, identify what it is your customers want and what they expect, and choose the optimal mix and level of service for those markets. Next, evaluate your current service performance and make any adjustments that ensure you're offering the right service at the right price. Finally, make it easy for your guests to give you feedback.