John Harper, vice president of sales for the Ritz-Carlton Hotel Company, spoke with Smart Meetings TV at IMEX 2015 and explained that the heart and soul of the company is its “ladies and gentlemen”—their hotel staff. The franchise prides itself on engaging with their customers and creating a memory with them. They want their guests to feel special and welcomed—truly valued.

Harper notes that the new (and great) influx of millennials value experience above all else. Many of the Ritz-Carlton’s meeting planners and attendees are extending their trips — arriving earlier and leaving later.

The vice president of sales adds that Ritz-Carlton has created a new “brand voice” and has refreshed their logo, changing the longtime color of cobalt blue to a lighter hue. Their goal is to have customers see greater consistency in everything the franchise does.

The Ritz-Carlton boasts 91 hotels, soon to be 100, and will be arriving in South America shortly.