It is estimated that around a quarter of a million people are employed in the Irish tourism Industry The hotel sector is a key element within the industry, providing 54,000 jobs and generating trade for a range of related businesses. It is important therefore that hotels are well run if Ireland is to maintain its position as an attractive destination for both domestic and overseas holidaymakers.

Excellent customer service is a critical part of this process. No business can hope to succeed unless it takes the best possible care of its customers, which in the case of the hospitality sector means providing high quality accommodation, good food and drink, a range of leisure facilities and . . . perhaps most importantly . . . the little things that make a visitor feel good about their stay.

Most people would recognise that the standard of tourist accommodation in Ireland has risen dramatically in recent years. At the same time these hotels have recognised that customers appreciate the personal touches that can turn an enjoyable holiday into a memorable one.

This might be something as apparently trivial as a receptionist who knows the area well enough to be able to recommend a specific restaurant or a member of the bar staff who has the inside track on the best local fishing areas. But this kind of added value service does not happen by accident . . . it requires a commitment to creating an environment where the visitor feels valued, regardless of how long they are staying or how much they spend while they are there.

The Irish hospitality sector has become increasingly competitive in recent years.

The arrival of new hotel operators in particular has focused attention on how standards can be raised.

Failte Ireland's Optimus programme is also a vital element in this process.

There is a strong emphasis on improving customer service from the very start of the Optimus programme, explained Failte Ireland Director of Policy & Industry Development, Aidan Pender.

"The Ireland's Best Award . . .the first level - is very much a customer focused programme. It focuses on key elements such as exceeding customer service expectations, developing and empowering every employee to deliver the service promise, establishing and maintaining service standards and making a positive impact on customers, employees and business performance."

One of the key elements of Optimus is that it increases the profitability of hotels while also enabling them to offer a better service to their visitors. An independent survey of accredited businesses conducted in 2006 found that staff turnover was much lower in these hotels and that customer satisfaction ratings were higher.

"Optimus was designed to help businesses strive for business excellence and to reap the rewards by improving competitiveness and profitability, " added Pender.

"By obtaining Optimus accreditation they can retain staff and achieve demonstrable improvement in their customers' perception of value for money. " These are the criteria on which the Optimus award recipients are decided.