The tangible aspect corresponds to the company’s infrastructure and amenities. Aside from this, Ritz-Carlton also emphasized excellence in customer service which is the intangible aspect of its product. This is highlighted by the famous words of its founder: Never say no when a client asks for something even if it is the moon. You can always try (Lampton 2003). Thus, guests remark that they are pampered, respected, treated like royalty, and incurably spoiled (Lampton 2003). Recognizing the importance of customer service in extending the Ritz-Carlton experience, the company has been passionate about training their staff and treating them as their strategic partners. The hotel chain makes it a point to make employees absorb the core value of the organization, train them, prepare them to serve the market. What is remarkable is the company’s strong adherence to strategic human resource management. Ritz-Carlton’s staff irrefutably becomes its competitive advantage (Lampton 2003).Ritz-Carlton Hotel Company’s popularity is high due to its upscale, luxury brand of hotels and resorts with locations in major cities in the United States and other internationally famous destinations such as Montego Bay, Jamaica, San Juan, Puerto Rico, Bali, Hong Kong and Qatar. The hotel company owns 59 hotels in 20 countries 37 of which are hotels while 22 are resorts. The operation of the hotel company began in 1983 with the purchase of the Ritz-Carlton, Boston by William B. Johnson. However, the legacy of the hotel is attributed to the celebrated king of hoteliers and hotelier to kings, Cйsar Ritz. The company states that his philosophy of service and innovations redefined the luxury hotel experience in Europe through his management of The Ritz in Paris and The Carlton in London.