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Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business by Paul M. Rand

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CHAPTER 13Customer Service That Gets You Recommended

Sometimes, it all comes down to the cookies.

For more than 25 years, Hilton Worldwide Inc.’s M DoubleTree by Hilton hotel brand has delighted weary guests with warm chocolate chip cookies at check-in. From the moment those first cookies came out of the oven, DoubleTree began receiving positive feedback—first in suggestion boxes on site and later, as technology emerged, through hotel review websites. Then social media happened, and travelers worldwide started posting reviews on TripAdvisor, Yelp, Booking.com, Google, Kwikchex, and countless other sites, mostly about, you guessed it, the cookies.

In an article titled “Checking In? Hidden Ways Hotels Court Guests Faster,” the Wall Street Journal ...

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