A friend of mine (Becca Parrish) has been working with Ralph Lauren for years. She helped make The Polo Bar one of the most sought-after reservations in New York City. We’re all so used to Polo Bar’s success that we sometimes forget that Polo Ralph Lauren® is a clothing brand, right? Well, it’s now a hospitality brand too because Ralph Lauren figured out early that every brand should be a hospitable brand.
Becca is a true visionary when it comes to hospitality and experiences. During a recent chat, she exclaimed, "I can't imagine a brand that doesn't want to be hospitable." I would take it a step further. I would argue that human experiences – the ones that make memories – will become even more valuable as AI-driven automation and tech consume our worlds and change the way we operate. I believe that humans will always crave connectivity, and the brands that understand this -- and create hospitality for and among their customers -- have a chance to differentiate themselves.
Hospitable brands are not just brands in the hotel and restaurant space. They are brands that prioritize creating positive and welcoming experiences for their customers or guests. They can be in any sector. These brands go above and beyond to make people feel valued, comfortable, and satisfied.
Of course, restaurants and hotels have no choice but to create hospitable experiences. Without them, they are out of business. But I would argue that banks, insurance companies, and other businesses outside the hospitality space can harness the power of hospitality in their own brands.
At Rockefeller Capital, a top wealth manager catering to high-net-worth individuals, I was immediately struck by the lengths they go to make an ordinary office visit a hospitable experience. Instead of the typical and sometimes unpleasant security check-in process, Rockefeller Capital greets its customers in the lobby and concierges them through the security experience.
A friendly face whisks you through the process, takes you up the elevator, gives you a hot or cold custom beverage, hangs your coat and makes sure you don't wait. It's been over five years since my first visit there, and it's still a vivid memory. Rockefeller's CEO Gregory J. Fleming understands the halo effect of these details on his brand. In fact, when I told him how impressed I was with his greeters, it’s not surprising that he told me about how hospitality is woven into the firm. More should follow his lead.
Hospitable brands:
Are friendly and focused: Hospitable brands excel in customer service. They listen to customer needs, address concerns promptly, and strive to exceed expectations. They treat you like an old friend and seek to help you achieve your goals instead of wondering how you can advance theirs.
Feel like home: Hospitable brands create environments that are inviting and comfortable. They’re places you want to come back to. Brick-and-mortar locations like gyms or cosmetics stores can create this atmosphere through things like, decor, cleanliness, and scent. For digital services, like investing or banking apps, it means providing intuitive, easy-to-navigate design and clear customer journeys.
Deliver consistently: Customers of hospitable brands can trust that they will receive the same level of quality and service every time they interact with the brand.
“Get” you: Hospitable brands understand the importance of personalization. They offer customized recommendations, services, and special touches that make customers feel valued and appreciated. These qualities are often associated with great hosts or salespeople, but I see people at the top of so many professions – from financial advisors to lawyers to management consultants – applying them effectively.
Know it’s the little things that count: Hospitable brands pay attention to the small details that can make a big difference in the customer experience. This can involve anything from remembering and building on a past interaction to offering a cheaper, better alternative to a customer’s initial idea.
Believe in interactions vs. transactions: Hospitable brands do not feel transactional in nature. They want to meet your needs, not their own, and prove it by sometimes leaving money on the table for the purpose of a long-term relationship.
Yes, it’s true that hospitable brands include luxury hotels known for their impeccable service, upscale restaurants that offer exceptional dining experiences, and retail brands that prioritize customer satisfaction and loyalty. But I would argue that all brands that strive to be the best in their industry should be – and often are -- hospitable in their approach. People may not immediately think of accountants, lawyers and communications consultants as being in the hospitality business – but I can guarantee that the best people in these fields, and so many others, know that they are.
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