[At the recent Institute of Service Excellence at SMU (ISES) Global Conference on Service Excellence,] Patina Hotels and Resorts chief executive officer Marc Dardenne said that hotels must work to offer customers a unique experience. This has led to the rise of concept hotels that are able to charge high prices for the one-of-a-kind experiences they offer. Mr Dardenne cites as an example a surf resort being developed in Indonesia. While Mr Dardenne's experiences relate more to the ultra high-end market, he believes that hotels targeting the middle- or lower-end of the market must also keep up. This is especially important given the rise of Airbnb and other similar services.