Why General Managers Add Friction to the Guest Experience

Written By Steven Clifford

Picture this.

A guest walks into your hotel. Their room is ready, the check-in is instant and they find their door all within ten minutes.

Smooth. Perfect.

And completely forgettable…

Here’s the secret that most GMs overlook: friction isn’t always bad.

In fact, the right kind of friction can turn a stay from “fine” into memorable.

The Friction Everyone Hates

Long lines at reception. Forms that go on forever. Technology that should help, but only frustrates.

This is bad friction. It slows people down, annoys them, and leaves a sour taste.

Remove it. Eliminate it. Your guests will thank you.

The Friction That Guest Love

Now here’s the interesting part: some friction makes guests stop, notice, and engage.

A small note about tonight’s live music. A tucked-away courtyard, they can’t help but notice from reception. A curated dessert menu that takes a little time to explore.

This isn’t about making things harder. It’s about making moments matter. Good friction creates discovery, inspires curiosity, and connection.

Too Much Smoothness Is Dangerous

If every touchpoint is frictionless, guests check in, sleep, check out. They leave without remembering anything about your hotel.

Smooth is safe. Smooth is convenient. Smooth is forgettable.

A Subtle, Powerful Tool

The trick is to guide guests without forcing them. One of the simplest ways? A thoughtfully designed hotel guide.

Hand it to guests at check-in. Show them the hidden corners of your property. Point out amenities. Highlight local spots. Give them a reason to pause, explore, and engage.

Suddenly, friction isn’t annoying - it’s delightful. It turns a stay into an experience, a hotel into a story, and guests into raving fans.

Smooth is easy. Friction can be unforgettable.

Steven Clifford