Rediscovering the lost art of hospitality - Part 1
When someone makes you feel comfortable and at home, that person, providing a warm, friendly environment is being hospitable. Anything ‘hospitable’ is welcoming and open.
A Greek proverb suggested that in being hospitable, the main feeling should be goodwill. The basis for the word hospitable is the Latin hospes, which refers to welcoming a guest, a word that evolved into meaning ‘to entertain.’ A note of caution: Hospitality operates on a knife edge, embodying its etymological origins, viz. hospes, meaning friend as well as enemy.
Seeing it from another angle, hospitable, as someone once said, means “making your guests feel at home.” Alas, most hotels and restaurants don’t exactly do that. Instead, they make you wish you had stayed at home! Why? Stay with me awhile.
Let’s consider the simplest definition of hospitality. ‘Hospitality is a noun, meaning, a generous and friendly way of treating people, especially guests, so that they feel comfortable and at home’. Notice that in this definition, hospitality is a noun but the explanation of it shows a need for action! As I said earlier, the problem with most hotels and restaurants is that they snugly trade on the ‘noun’ but struggle to translate into ‘action’.
Hospitality is not about entertaining, it is not a planned - for event or performance. True hospitality is an attitude of service, the desire to confer care and concern on others. It must convert strangers into loyal guests, it must be inclusive - not exclusive, it must be welcoming - not hostile, it must be unconditional - not restricted, it must be pleasurable - not duty driven. For some, hospitality comes naturally. Others must learn it. Above all it must be practiced.
If one were to brand hospitality, what would be its ‘pillars?’ Firstly, let’s get a handle on ‘brand pillars’. We define brand pillars as the most important attributes and principles that you want communicated through your brand. Examples of brand pillars are Quality, Expertise, Passion, Organic, Community Involvement and Integrity. One can use as many brand pillars as one likes, but eventually you will need to narrow them down to those most important to your business’ image and values.
So, what are the attributes that mirror hospitality? Hospitality is about smiles, being courteous and attentive, always caring and truly welcoming -regardless of rank or title. True hospitality triggers an emotional response that is hard to forget. What do you really recall, long after your holiday? Is it the special travel deal that took you to that hotel or the smiling housekeeper who always remembered your name, and, one evening left a surprise, personalised gift on the bedside table, after the ‘turndown’ service? For me it would be the latter.
To be continued. |
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