According to virtually all consumer data the overwhelming majority of guests of hotels and lodges are unimpressed with their stay. These very customers complain wildly to friends and not surprisingly powerful social rating platforms including yelp and trip advisor. Despite the fact that their very guests have told them what they hate most hotels and lodges are ignoring their customer in favor of a focus on operationalization. This scenario has created an opportunistic environment for disruptive innovators to displace many hotel brands. Learn the basics of building a Guest Experience (GX) design.