In 2012, Fluid President and CEO Berk Claiborne stood to head for the restroom in a New York City restaurant when an employee asked if he needed directions. Rather than just give him directions, he walked him to the restroom door, and held it open for him. The small but thoughtful gesture left a lasting impression, driving Berk to further explore the power of hospitality through books like “Setting the Table” by Danny Meyer and “Unreasonable Hospitality” by Will Guidara. As an avid cook and host himself, this underlined the truth that thoughtful care can transform interactions in any setting, not just homes and restaurants.
It’s all about caring for people
At heart, every business is about people and relationships, from partners and employees to clients and potential customers. Hospitality is the art that allows you to show genuine care for people while building these relationships, creating experiences that make them feel valued and respected. Both internally and externally, hospitality sets the tone for relationships and directly reflects your company culture by driving first impressions and showcasing organizations that prioritize human connection—something that in today’s often impersonal world is impactful as ever.
The practical benefits of hospitality
A quick Google search is enough to show that experience matters for businesses. Research from PwC shows that 73% of consumers cite experience as a key factor in their purchasing decisions. A study from Deloitte suggests that customer-centric companies are up to 60% more profitable than those that are not. So, good hospitality is not only nice to have but can serve as a business driver.
Imagine you have an appointment. You arrive at the office and wait awkwardly for several minutes until someone points you to where you should go. At another appointment, you’re greeted with a smile, offered refreshments and a comfortable place to sit and then walked to where your meeting will take place. To which office are you more likely to want to go back? Ultimately, visitors to your space may or may not remember everything you said and showed them, but they will remember how they felt. If you want them to return, transforming those routine interactions into meaningful moments through great hospitality will help form lasting connections from shared, positive experiences.
Building great hospitality
The beauty of hospitality is that it doesn’t require grand gestures: It’s about preparation, thoughtfulness and consistency. Start by identifying small ways to make guest experiences more seamless and enjoyable, and from there build a consistent set of guidelines that prioritize care and connection in every interaction. At Fluid, guests are greeted with a smile at the door, offered water or great coffee and yes—they are walked to the bathroom if they ask where it is. These are examples of small but genuine ways to build more positive experiences.
Above all, the key to great hospitality is human connection. In a world where efficiency often overshadows empathy, taking the time to really see your guests as people by anticipating their needs and showing them that they are valued speaks volumes. How can your organization prioritize people in its everyday operations? Start small, stay genuine, and focus on the power of human connection.
