The research project seeks to explore the current state of Cultural Intelligence (CQ) in the Swiss hospitality industry and to identify the main culture-related challenges and opportunities that exist regarding visitors' cultural norms, values and behaviours. The study seeks to understand guest experience and expectations in Swiss hotels by analysing visitor comments and to develop CQ-based solutions for best practice in tricky situations concerning intercultural encounters in the hospitality sector, whether in the form of a written document or a specially designed workshop for hotel staff.