Last week, as I prepared to speak for Delta Vacations, I rewatched the brilliant keynote delivered by Delta CEO Ed Bastian inside the stunning Sphere at CES in Las Vegas. (If you haven’t seen it yet—add it to your must-watch list! I break down why this matters for your own team and clients on my LinkedIn post—take a look, and join the conversation!).
I filled a page with notes, and what truly inspired me went beyond the impressive technology and world-class stage: it was Ed’s unwavering commitment to his people.
(And look at us—on a first-name basis now, like he’s my bestie… well, I DID feature Delta in my new book, Exceptional Experiences! )
Here’s what stood out to me: At Delta, people come first—always. Major, exciting news is shared with their team first, before it is shared with the rest of the world. Every guest and every team member is treated as a VIP.
It made me stop and ask myself: When was the last time I made my team or top clients feel like celebrities? I wonder how you would answer that question?
If you want to boost retention, deepen loyalty, and make Q4 your best quarter yet, it’s not about having a flashier product. It’s about intentionally creating experiences that delight all the senses. You can get creative with this: the warm welcome you see in a beaming smile, the energizing pop of a champagne cork, the playlist that sets the mood, the softness of a luxe invitation card, or the scent of fresh flowers in the lobby. It’s those little sensory details that tell your very best people: “You belong here. You matter most.”
How ALHI & Mike Dominguez Redefine Retention
Let me open the (virtual) bubbly and share a favorite from my new book:
Mike Dominguez, CEO of Associated Luxury Hotels International (ALHI), is a master at using curated events as a retention superpower—not just with their top-tier clients, but with his entire team (read about it on page 135). Mike gathers his team three times a year—so everyone hears the same message, aligns on purpose, and gets to see how much they matter, face-to-face.
For ALHI’s best clients? Their events stimulate every sense: from the first sight of elegantly set tables, to the subtle citrus scent lingering in the air, to playlists that evoke both nostalgia and excitement. There are thoughtful details to touch—like a choice of cozy couches or high-top tables, and handwritten welcome notes, plus gourmet treats that surprise the taste buds. As Mike says, it’s all about being intentional—“People choose ALHI events because of the relationship we build. It’s deliberate, thoughtful… and it works.”
No matter your business size, human-to-human connection IS your competitive advantage—especially now.
Hosting an exclusive event for your team or your clients is like lighting a sparkler in a dimly lit room; it instantly draws everyone’s attention, warms the atmosphere, and invites genuine connection. Long after the last glass is raised, people remember how you made them feel: like insiders, like VIPs, like they truly belonged—not just in their minds, but in every sense of the word.
The Ah-Ha:
Here’s the moment that stopped me in my tracks, and I hope it stops you, too: It’s not about how many people you gather, but how you make the people you gather feel.
You don’t need Vegas stages, five-star venues, or unlimited resources to win lifelong loyalty. When you serve a favorite pastry on a beautiful platter, send a handwritten card on thick paper, or infuse your office with a signature scent—it’s the sensory experience people remember. Hosting an intentional, heartfelt moment, even for just a few, can create memories and advocacy that far outlast any product or campaign.
That’s the game-changer: In a world where everyone feels bombarded with noise, the leaders who pause to gather, celebrate, and see (and hear, taste, touch, and scent!) their people are the ones no one forgets.