Most companies talk about being customer-focused and this ethos, of course, makes sense. However, the term lacks clarity, making it easier to claim than to put into practice. When I’m working with other entrepreneurs and developing my team members, I find it more useful to encourage a ‘hospitality mindset,’ because we all know how special it feels to be treated as a truly valued guest.
My personal understanding of how significant customer service and customer experience are comes from having started my career in hospitality. And while I went on to build businesses in the construction industry, the hospitality mindset stayed with me. Since then, I have seen how powerful it is in any sector and at any level of an organisation.
Customer service isn’t just a department—it’s an attitude. It’s about understanding that every interaction shapes how a customer and an employee feel about your brand. The small details matter: a genuine smile, active listening, remembering personal preferences. These seemingly simple gestures create emotional connections, turning transactions into relationships. Ultimately, it’s not so much what you offer, but more how you make people feel. That’s why the best hotels focus on experiential benefits rather than transactional ones to build loyalty and create enthusiastic ambassadors.
The Hallmarks of a Hospitality Mindset
A hospitality mindset is rooted in putting people first, whether they’re customers, employees, or partners. It relies on anticipating needs before they’re voiced, creating experiences that feel personal, and delivering value with genuine care. It goes beyond service, to demonstrating empathy and attention to detail, and consistently exceeding expectations.
Regardless of the industry, business is fundamentally about people. Whether you’re in tech, finance, or design, how you make people feel influences trust, retention, and long-term success. A hospitality mindset fosters strong relationships, drives word-of-mouth growth, and differentiates you in competitive markets. In today’s world, where products can be replicated, the experience sets you apart. This means understanding the customer’s journey and proactively enhancing it.
We are seeing major advances in personalisation and it has become far easier to establish a clear picture of customer needs and preferences with all the data we have at our fingertips. One study by Medallia that looked at a combination of retail customers and hotel guests found that 61% were willing to spend more for a customised experience. Plus, it doesn’t have to be expensive. There are many simple ways to maintain customer profiles, tailor your recommendations, and communicate thoughtfully without investing in the latest data-driven technologies. Flexibility is also essential, proving that you’re willing to adapt to different needs and situations as the market evolves.
For small businesses, a hospitality mindset is a particularly powerful advantage. It allows you to create authentic connections and achieve organic growth. You can also be agile, personal, and responsive in ways larger organisations can’t. People can sense when service is robotic versus when it’s heartfelt, and by showing deliberate care and attention to detail, you can build a strong reputation that becomes your best marketing tool.
Creating a Culture of Hospitality
Like any culture shift, effective implementation starts from the top. As a leader, you need to believe in going the extra mile to deliver memorable, personalised interactions. If you are not engaged in the approach, your team won’t be either.
Next, you need to model the behaviour you expect. The first step is demonstrating genuine care for your staff so that they feel the benefit and extend the same courtesy to your customers. Create an environment where feedback is encouraged. Openly discuss any obstacles or challenges that might affect customer experience, and celebrate examples of exceptional service.
When it comes to hiring, attitude is just as important as skills. You’re responsible for promoting the attitude you project as a business and for assessing whether potential candidates are aligned with that vision. Once they are onboard, spend time explaining how you bring those qualities to life for customers so that they are empowered to contribute to the culture you want to build. Most importantly, make it part of your company’s values, not just a training module. When hospitality becomes part of your DNA, it’s felt by everyone who interacts with your brand.
Treating people how you wish to be treated is one of the most impactful steps you can take as a small business. What’s more, a hospitality mindset allows you to maximise your potential with the resources you have at any stage in your company’s story.
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