Covid-19: The Meaning of Hospitality
The meaning of hospitality is a compelling and curious conversation to be having in the 2020s.
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Our role as hoteliers may seem frivolous in the current climate. But we should consider that, after our health, the most preciousthing we have thing is time. And as hoteliers, it is our job to look after people’s time. When guests book a room, they don’t only pledge us their money but also days and nights of their lives, which we must ensure is well spent, memorable and special.
The hotel before was a sanctuary; a home-away-from-home. The vernacular has now shifted to something less frilly and more urgent: it must now be a trusted protector. A place that is sanitary, safe and sheltered from external threats. It ever has been thus, but these previous assumptions are now a primary concern.
Hospitality also represents human kindness and the desire to look after one another. When a guest checks in, they are cared and catered for. Staff anticipate their every need and look after their ever-precious free time. Not in a manner of servitude, but a genuine desire to provide a wonderful experience. I often think of the staff training motto at The Ritz: “we are ladies and gentlemen looking after ladies and gentlemen’.
As we all become more thoughtful about how and where we travel, travellers have never been more inclined to spend money with businesses that do good. And doing good is the most powerful message you can share as a brand. It gives purpose, acknowledges and addresses impact. People can do more than get a tan while on holiday. They can make a kind choice and spend their cash with charitable businesses focussed on impact. In the months and years post coronavirus, a business that does not operate with compassion, purpose and kindness will not be relevant in hospitality or any other industry.
