UBC9: are you delivering five-star service?

I've often told clients in my workshops about the way that Ritz Carlton hotels make you feel special by using your name as you check in. I know how it's done, and while it's amazing at the time, once you know the trick that's how you view it. Today however I got very pleasantly surprised. I'm in Lisbon, at the five star Onyria Resort in Quinta da Marinha. It's on the outskirts of Estoril, a fishing village that became a target destination for Europe's royalty around 1900. And this hotel knows how to make you feel like royalty. As the cab dropped me back at the hotel this evening after a day working with one of my VIP clients, the doorman opened then cab door and smiled. "Good evening Mister Cuesta. how was your day? Will you be using the pool again today? Remember the spa is open until 8 tonight." I was flabbergasted. In fact, never has my flabbier been so gasted! There was no reason why he should have remembered my name (and there was no luggage with tags to allow some sneaky detective work. There was even less reason fornhim to remember that I had used the pool the night before. Coming after a truly 5-star checkin experience (seated at a desk, rather than standing awkwardly at a counter) it has cemented the Onyria as one of my favourite destinations. And here's the best bit. NONE OF THIS COST THE HOTEL A PENNY. All of this service was free. Here's a question for you: how can you make your clients feel like royalty without spending a fortune?