Hospitality isn’t only about maximizing occupancy.
It’s about maximizing impact.
That’s a line from INDIE HOTEL, and it’s more than just a philosophy—it’s a filter. A lens we use to make decisions that go beyond spreadsheets and standard KPIs. Because while metrics like RevPAR and ADR are critical, they don’t tell the full story. They don’t capture the value of what a guest feels, remembers, or tells their friends.
Some of the most impactful things we’ve ever done for our hotels didn’t make financial sense on paper.
Take, for instance, the time we wrote and published a children’s book—not for bookstores or libraries, but for a hotel lobby.
It wasn’t created to drive revenue. It wasn’t expected to “perform” in the way most projects are. But it aligned with their brand. It helped tell their story. It gave parents a tool to connect with their kids. It created a memory that guests could take home with them.
Today, that book continues to find its way into carry-ons and onto nightstands. And it serves as a reminder that hospitality, at its best, should leave an impression, not just a receipt.
That’s what I call Return on Experience, or ROX.
What Is ROX?
ROX is the value created through intentional, emotional, often intangible guest experiences. It’s what happens when you do something memorable—something unexpected, generous, or story-worthy—that deepens the connection between your brand and your guest.
Where ROI measures return on investment, ROX measures return on emotional investment. And in hospitality, that emotional return is often what makes a guest choose you again—and tell others to do the same.
In the long run, a brand with more amenities will never beat a brand with more meaning.
— Jeremy Wells
What Does ROX Look Like?
1. The Wallet That Built Loyalty – Pritesh Patel
A housekeeper at Pritesh Patel’s hotel found a wallet—cash, ID, and Social Security card included—after the guest had left. Instead of logging it into lost and found, the team tracked the guest down and mailed it back.
Turns out, that guest’s son was starting college nearby. Over the next four years, the family stayed at the same hotel every time they visited—and referenced the wallet story every time.
That’s ROX. Not a line item on a revenue sheet. But trust was built, loyalty won, and word-of-mouth marketing ignited.
2. The Welcome Basket Guests Remember – Scott Foos, Horizon Outdoor Hospitality
Scott Foos’ team welcomes each guest with a curated basket of locally sourced snacks—artisan jerky, trail mix, sweets. It bridges the gap between check-in and dinner. It introduces local flavor. It says, “We were expecting you.”
Yes, it’s a cost. Yes, it’s baked into the rate. But it’s not about the snacks. It’s about the thoughtfulness behind them.
3. The Amenities That Create Emotional Anchors – Molly Folsom
Marketing consultant Molly Folsom calls ROX a “marketing engine hiding in plain sight.” She points to White Sands Hotel in Waikiki as an example:
Cold oshibori towels at the pool
Printed destination guides at check-in
Complimentary beach toys for families
“These aren’t just amenities,” she says. “They’re emotional anchors that shape the guest’s memory of the stay.”
Strategically, they:
Provide rich, authentic content for marketing use
Encourage social sharing and user-generated content
Drive glowing reviews and future bookings
“Experience isn’t fluff—it’s a strategic investment that fuels marketing, earns trust, and drives revenue long after check-out.”
— Molly Folsom
4. The Art of Awe – Bashar Wali, Practice Hospitality
Bashar Wali describes ROX as “emotional alchemy.” At The Mining Exchange, they turned a forgotten stairwell into an immersive art gallery. At Americana in Flagstaff, they embraced the region’s dark skies by offering telescopes and stargazing nights with local astronomers.
None of it is tied to direct revenue.
But it delivers awe, wonder, and memory-making moments that shape brand perception.
That’s ROX.
How to Measure ROX
ROX is hard to quantify—but that doesn’t make it any less real. Start here:
Guest reviews: Are guests using words like “memorable,” “special,” “thoughtful”?
Social media: Are guests sharing moments from your hotel?
Referrals: Are stories, not discounts, driving new bookings?
Repeat stays: Are guests returning because of how they felt, not just what they paid?
Team feedback: Are staff hearing compliments about these moments in real-time?
How to Communicate ROX to Stakeholders
To owners or investors focused on traditional ROI, ROX can seem abstract. But it’s not a replacement metric—it’s a complementary lens.
ROX enhances:
Guest lifetime value
Brand equity
Organic marketing power
Pricing strength through emotional differentiation
Final Thoughts
Danny Meyer once wrote: “Business, like life, is all about how you make people feel.”
Will Guidara reminds us: “To be truly excellent, you must be willing to be unreasonable.”
ROX is about embracing that idea—and using it as a compass.
“Hospitality is a memory business.”
— Jeremy Wells
Our job isn’t just to fill rooms. It’s to fill hearts.
So next time you’re evaluating a new idea, ask:
Not just: “What’s the ROI?”
But also: “What’s the ROX?”
Because in the end, that may be the more important question.
