Last night we stayed at a Courtyard by Marriott. The experience design of their Bistro in the hotel is the reason we choose to stay there again from our last trip. Repeat business is a hallmark of good experience. At breakfast this morning I saw the tops of the salt and pepper shakers. The holes in the top were designed so that the salt was in the shape of an S and the pepper in the shape of a P. Small details like that add up to better experiences.