One reason is lifestyle. That is why I opted to go for less than fifty rooms per resort; with the special little touches and attention to detail that a big hotel company can’t offer.  And not because they don't understand it or because they don’t appreciate it. They simply can’t do it because they have so many rooms with such short guest stays. Their staff doesn’t have the capacity or the time to memorize the guest’s name and appearance. They don’t have the ability to form a connection. Even if your staff is very polite, in the morning, the guest will hear, "Good morning, Sir." At Aman, the guest hears"Good morning, Mr. Zecha," or whatever the guest’s name is. Those small details make a difference. It’s not because we’re so good. It’s just that our chosen format favors more intimate service.