Building Strong Relationships

  • August 23, 2023

This week’s blog begins a look at the 12 Service Values of The Ritz-Carlton.  While 12 may seem like a lot, each Service Value is unique and equally important to delivering on our brand’s promise of inspiring life’s most meaningful journeys.

Facts about The Ritz-Carlton Service Values:

  • They began as 20 Basics and were the final element composed for the brand’s legendary Credo Card in 1983.  In 2006, as the brand evolved, the Basics were edited to become what we now know as the 12 Service Values.  Some of the language was streamlined, but the spirit of the Basics remained intact.
  • They are purposefully and powerfully written in the first person to give Ladies and Gentlemen true ownership of each behavior.
  • In a rotation with the other elements of the Credo Card, the entire brand – every single Lady or Gentleman – focuses on the same single element each day

Let’s take a look at the first of the 12 Service Values, “I build strong relationships and create Ritz-Carlton guests for life.” A strong relationship doesn’t happen overnight.  Think about your own life for a moment and either a personal or professional relationship that you have.  You have likely spent both time and energy cultivating it.  Sometimes it may have felt easy; other times, it may have challenged you. 

At The Ritz-Carlton, we know that each positive interaction with a guest can add to our relationship with them.  Through anticipatory service, thoughtful touches, and a commitment to creating a personalized stay for each guest, our Ladies and Gentlemen create guests for life. 

Anyone can check a guest in or serve a meal.  The Ritz-Carlton delivers luxury service, but what makes our brand different is the “how” behind the “what.”  It is how the tasks associated with the various elements of a guest’s stay are accomplished.  And this “how” depends entirely on our Ladies and Gentlemen.  You can teach someone how to check a guest in, how to clean a guestroom, or how to craft a cocktail, but you can’t teach someone to care.   


Every moment matters.  Ritz-Carlton Ladies and Gentlemen are keenly aware of the big picture and know that they each have a role in crafting an exceptional guest experience.  Guests want to feel cared about, not just cared for.  In this way, we build strong relationships and create Ritz-Carlton guests for life.

This idea of building strong relationships extends as well to The Ritz-Carlton Leadership Center.  We work tirelessly during every stage of our clients’ journeys to build a strong and lasting relationship. We invite you to learn more about our Virtual and Onsite offerings – your journey to excellence awaits!