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Give your hygiene program teeth

In the past 10 days it seems every major hotel company has launched an enhanced hygiene program, often with partners like the Mayo Clinic to give it added gravitas. No doubt smaller hotel companies are messaging in similar ways, making sure potential guests feel comfortable booking. Now I am waiting to see who announces the first Chief Hygiene Officer. Or did I already miss that one? At some point, if not already, these programs become nothing more than added media noise and will end up doing very little to comfort or sway jaded and anxious potential guests. So, my question…
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