Imagine the impact of each and every member of staff remembering and using guests' names throughout their stay. Imagine how this positive impact increases even more if they remember your best repeat guests' names between visits as well.

Remembering and using names makes guests feel individual and appreciated. It also differentiates your hotel, creating a bond and sense of involvement on the part of the guests. Finally, it increases spend per stay. Test the success of the up-sell scripts you give to your staff with and without using personal names and you will immediately see a marked difference in conversion rates.

There are certain tools, props and techniques that aid name memorisation that you can put into practice right away:

- Document names as part of a name-remembering process from booking through to checkout. It is obviously more challenging for a large hotel to do this, but with the smart application of technology it is very feasible.

- Use photographs. It is a good idea to photograph your guests at check-in (with their permission, of course) and to distribute the photos with the names to all staff likely to come into contact with them.

- Use memory techniques. For a free fact sheet detailing eight powerful memory techniques to train your staff e-mail info@elitehotelier.com.

When training your staff, the key rules to convey are as follows:

- Motivation and desire: for one thing, using names will increase tips.

- Pay attention after asking for the name (it requires intense concentration).

- Practise/repeat the name whenever possible (eg, in the very next phrase).

After you have implemented a system for remembering names your staff will feel empowered, smart and motivated. You will also notice that your guests feel sublime and appreciated, and they will increasingly let you know. Your guests will pay extra for this outstanding personal service and it will cost you little to deliver.

By Rajul Chande, managing director of hotel consultancy the Elite Hotelier