Managing risks in the hotel industry is uniquely challenging because “you can’t insure emotions,” says Aleksandre Kvaratskhelia, General Manager of Tbilisi Marriott, Courtyard Marriott and MOXY. Speaking on BMGTV, he explained that hotels provide far more than rooms, they deliver experiences, which makes risk management far more complex.
According to Kvaratskhelia, the foundation of risk management in hospitality is a strong team. While buildings and assets can be insured, guest emotions and staff morale cannot be guaranteed. This makes human interaction the core of the business. He notes that Marriott invests heavily in research and internal systems to better understand and manage these emotional dynamics.
Discussing guest-related risks, Kvaratskhelia said the biggest challenge for any hotel is dissatisfaction, which can arise when a guest’s needs or expectations are not anticipated. To address this, Marriott relies on its GXP program, a tool that gathers detailed information about guests across the global network, including preferences, comfort habits, and even allergy risks, allowing hotels to prepare in advance.
Kvaratskhelia emphasized that the goal is to “insure expectations” rather than emotions. Whether a guest prefers seven pillows or has specific dining needs, the hotel aims to create an environment that maximizes comfort and satisfaction. Marriott, he added, puts significant effort into selecting the right staff for key guest touchpoints, from the entrance to reception, to ensure consistently positive emotional experiences.
