In today’s competitive environment, customer’s perceptions and expectations demand that service leaders distinguish themselves from their competitors not only by satisfying customers, but also by delighting them through providing service quality(Kandampully, 1997). Researchers(Kandampully, 1998; Lee, Barker, & Kandampully, 2003) have suggested that it is a two-way relationship, where service organizations aim to gain customer’s loyalty, and the customer, on the other hand, seeks an organization’s service loyalty. However, recent studies (Bowen & Chen, 2001) have indicated that there are many reasons for customer satisfaction other than service loyalty. This research used a series of focus groups to investigate the factors that the participants viewed as important for choosing an accommodation and would make them go to the same place again in the future.