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How Quantum Physics Opens the Door to Limitless
Higher Levels of Guest Experience
Part 1
By Peter McAlpine, July 2007

Quantum physics has opened a door to the possibility of a completely new kind of hotel guest experience that has no limit to its nature. For those willing to move on from the cloneable level of SOP-Customer Satisfaction, by applying basic tenets of quantum physics you can revolutionize the nature of the hotel guest experience and raise it to far higher levels. This article should be of special interest to hotels that call themselves 6-star and 7-star.

The world view on which hotel training and development is based is obsolete, and adhering to it will simply confine a hotel or hotel group to the lower levels of guest experience, however high you may think those levels are. In reality, they are as far up the ladder as the chicken is in the following tale, which I’ve told you before: 

“A man found an eagle's egg and put it in a nest of a barnyard hen. The eagle hatched with the brood of chicks and grew up with them. All his life, the eagle did what the barnyard chicks did, thinking he was a barnyard chicken. He scratched the earth for worms and insects. He clucked and cackled, and  he would thrash his wings and fly a few feet in the air.

Years passed and the eagle grew very old. One day he saw a magnificent bird above him in the cloudless sky. It glided in graceful majesty among powerful wind currents with scarcely a beat of its strong golden wings.

The old eagle looked up in awe. ‘Who's that?’ he asked. ‘That's the eagle, the king of the birds,’ said his neighbour. ‘He belongs to the sky. We belong to the earth. We're chickens.’ 

So the eagle lived and died a chicken, for that's what he thought he was.”

It doesn’t matter how good you are at creating the pervasive SOP-Customer Satisfaction experience, your guest experience is still at the level of the chicken compared to what it could be if you applied the tenets of quantum physics. Indeed, there are other new areas of applicable knowledge that can take a hotel guest experience to higher levels, but quantum physics is enough to start with. I find that applying the basic tenets of quantum physics in this article really does create a higher level of guest experience, but I also know that I have only scratched the surface of what is possible.

Quantum physics describes the energy characteristics of the universe. We know from even the most fundamental basis of quantum physics that everything in the entire universe is pure energy (including ourselves), differing only in characteristics, such as the rate of vibration. 

Quantum physics also acknowledges the fact that energy is influenced by energy, and that energy attracts in accordance with its unique vibration. This is the very basis of how the Law of Attraction works throughout the universe, and the basis not only for how individuals can create their own reality according to how they wish it to be, but also for how a hotel can create its own unique and uncloneable guest experience at a far higher level than what is commonly available in hotels. 

This truth about attraction can easily be demonstrated by means of a pair of tuning forks. If one tuning fork is placed at a distance from the first fork and the first tuning fork is then struck thereby emitting a sound at a certain pitch or frequency, which is in fact vibration, then the second tuning fork some distance away will start to vibrate in harmony, at exactly the same rate of vibration, and the vibrations are attracted to each other accordingly. This is a very simple but observable demonstration of how energy and vibration influence the universe, the life of any individual, and a hotel guest experience. 

Let’s build on this now. All thought is energy with unique vibrational characteristics. Every thought has a different (and measurable) frequency and vibration. Whatever you focus your thoughts on, you vibrate, and what you vibrate you attract and create. So if a Waiter thinks, “I’m bored and I want to go home”, his dominant thoughts with their vibrations will attract more of what he doesn’t want and create a dull guest experience. Whatever is going on in his mind is what he is attracting and creating. 

We are like magnets, and like attracts like. You become AND attract what you think. Every thought has a frequency and thoughts send out a magnetic energy. Quantum physics has proved that we create things with our thoughts, and if these thoughts are attached to powerful emotions (good or bad), that speeds up the creation. So, the more feeling the bored Waiter puts into his thoughts, the faster he will attract more boredom and the faster the corresponding dull guest experience will be created. 

Conversely, the more the Waiter thinks, “How can I create a truly memorable experience for these guests?” or “How can I show more love and care?”, the faster he will attract and create a correspondingly warm and loving guest experience. His dominant thoughts attract and create the guest experience which is in line with his thoughts. 

The secret is therefore to vibrate what you wish to attract and create by “programming” the subconscious mind, which will in turn vibrate and attract what you want. In a hotel, it is therefore important to know how to focus everyone’s thinking in the same direction of a loving, caring, warm, empathetic experience, and to fuel the focus of thought energy with emotion. When you can do this, there is no limit to what your hotel guest experience can become.

Can you see what applying this alone can do to the guest experience; to self-motivation; self-esteem; to increasing revenue; and to solving so many of the everyday staff and operational problems? The secret is knowing how to create the desire in the employees to think in a way that creates the vibrations that attract and create a guest experience that is strong in love, care, warmth, empathy, etc.  It is not hard to do when you know how, but you have to abandon, adapt, and change so many of those traditional concepts and approaches that have poured out of corporate offices for years. 

Another very important aspect of quantum physics is “quantum potential”, describing how everything already “potentially” exists in the universe. Everything that exists now, everything that ever existed and ever will exist in the future already exists at least at the quantum potential level. It is actually the process of thought, i.e. focusing your thoughts on something, that will cause this “quantum potential” to shift into “quantum reality” where you can physically experience it. This not only has huge consequences for one’s own life, but also for the guest experience and financial success of a hotel. 

Many hoteliers think that they can create a truly memorable guest experience throughout the hotel either by lavishing the place with luxury; or by installing the latest technology; or by training and retraining knowledge and skills, and providing the usual kind of customer service training; or by doing all three. Quantum physics shows that these are only a minor part of creating an extraordinary guest experience, not a major part. Instinctively, hoteliers must know that this approach will only enable them to hit the ceiling of the SOP-Customer Satisfaction level of guest experience beyond which they cannot go. You cannot make a quantum leap to higher levels using old ideas. This is important for the 6-star and 7-star hotels to take note of. 

So much of creating a truly memorable guest experience depends on focusing and aligning the thought energy of the employees on a shared vision of the guest experience, and not just on perfecting job knowledge and skills, or on “redefining efficiency” as one hotel group likes to put it, although these elements are important too. When a hotel learns how to do this, it will discover that it does not matter how impossible and outrageously idealistic the vision of the guest experience is, it can create it, and more easily than one might think. 

If you think about it, by applying even just these basic tenets of quantum physics hotels will eventually bring about the demise of the cloneable hotel experience except in certain niche areas where it may be useful, but these areas will most definitely NOT include luxury resorts, spas, wellness centres, and other markets where the guest experience touches the heart. 

This is good news for the independent hotels as they will be able to create a guest experience that the chains will most probably not be able to owing to their structure. The guest experience of independent hotels will only be limited by their imagination. In the words of Albert Einstein, “Imagination is everything. It is the preview of life's coming attractions.” Sir Winston Churchill put it like this, “You create your own universe as you go along.” Also, although traditionalists won’t like to hear it, it creates the justifiable future possibility of grades above 5-stars. 

How do you start to create the focus of thought? To go into detail will make this article too long, but here is the starting point. Since you can create anything that you focus your thoughts on, start off by creating an outrageously impossible, “never-been-done-before”, hotel-wide shared vision for the kind of guest experience that you all want to create. For goodness sakes, though, tear up the politically correct, legally proper, mission / vision statement that has been passed down to you. If you’re not allowed to tear it up, keep it posted on the walls to protect the walls from dust (staff usually don’t read it anyway), and create your own impossible mission / vision statement. 

Following the principles above, if you create the following traditional kind of vision for your hotel, and focus thought energy towards it, then you will attract and create a corresponding very Normalville-kind of guest experience: 

“To become the best investment for the shareholders. To offer the best service for the customers. 
To be the best employer for the employees.” 
This stands in stark contrast to what the Princess D’Annam, Vietnam is able to attract and create as these sections of their mission / vision statement show:
We exist to create a truly memorable, luxurious, Vietnamese hospitality experience, which fulfills the innermost dreams of our guests,  and makes the guests feel like they are in heaven.

The Overall Goal
Staying at the resort is a luxurious, relaxing, and totally unforgettable experience. Guests say: “I have never felt so much love and care before.”; “This is how I imagine heaven to be.”; “I feel revitalized.”; “I have never experienced anything as wonderful as this before.”

The Guest Experience
The loving care is extraordinary and touches the heart of every guest. The guests wish that time would stop so that they can enjoy the dream-fulfilling experience for ever.

Quantum physics has proven beyond doubt that anything can only come into existence when the mind is focused upon it, thereby influencing the “quanta” that constitute the conscious, intelligent energy field in which we all have our being. We are all creating all the time by focusing our thoughts at some level, thereby influencing quanta of energy to attract to us whatever we focus on. 

Unfortunately, so many people focus on the wrong things, such as lack or on what is wrong or on what they do not like, and as a direct result attract and create more of the same. The key is to focus only on those things that you wish to attract into your experiential reality or guest experience. Indeed, there are no limits to what you can attract into your life or into the hotel guest experience, providing that you have the means and tools to focus your own thoughts and the thoughts of your employees accordingly. That is why the hotel guest experience can be revolutionized.

Hotels that call themselves 6-star and 7-star should bear this in mind. The best way for them to justify their star rating and to silence the critics is to apply the basic tenets of quantum physics to focus thinking throughout the hotel on creating a guest experience that does not exist at the 5-star level. The good news is that it can be done. 

Remember what Einstein said: “Imagination is everything. It is the preview of life's coming attractions.” If your guest experience is ordinary, then bear the following in mind. It is a reflection of the combined past thoughts of the team and others involved in creating it. Since you attract to you what you think about most, it is easy to see what the dominant thoughts of the employees have been. 

When you know the tools to apply these basic tenets of quantum physics to  create in your employees a strong desire to focus the energy of their thinking on such a vision on a continuous basis, the employees will discover a seemingly limitless source of inner motivation, and you will create a guest experience, “… which fulfills the innermost dreams of (your) guests, and make the guests feel like they are in heaven”. As a result, your hotel will be much sought after.

Part 2 (please be patient) will focus on practical ways to create the focus of thought energy.

About the Author 
Peter McAlpine is the Senior Consultant at Renaissance Consulting Ltd. in Bangkok. The company specializes in pre-opening 5-star city hotels and resorts and upgrading the guest experience. The company’s strength lies in creating a guest experience that is strong in love, care, warmth, empathy, creativity, and mystery, and in the use of intuition.


Renaissance Consulting Ltd. 
99/192 Mubahn Place and Park, 
Soi 90, Tanon Pracha Uthit, 
Ampheur Prasamuthchedi, 
Samuthprakarn 10290, Thailand 
Tel/Fax: +66-2-461-5164; Mobile: +66-84-943-3033

Also See: A Guest Experience That Cannot be Copied or Cloned.; Some Implications for the Hotel Industry / Peter McAlpine / May 2007
What a Resort Experience Can Become When You Have a Daring Mission and Vision Statement / Peter McAlpine / February 2007


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