The human touch: why it’s the real key to sales in hospitality

In hospitality, sales don’t come from flashy promotions or gimmicks, they come from how you make people feel. The human touch is what drives repeat bookings, word-of-mouth referrals, and long-term loyalty. And in an industry where margins are tight, that’s what makes the difference between surviving and thriving.

What exceptional service really means

When we talk about “exceptional service,” what does that actually look like in practice? For me, it’s simple: when I’m speaking with someone, I want their full attention. I want to feel understood, heard, and connected to them as a person.

It’s not about robotic politeness. It’s when someone recommends a great coffee spot I might like, points me toward an activity they think I’d enjoy, or suggests their favourite dish on the menu. That’s what builds trust and connection, not just a transaction.

But exceptional service isn’t just about what you say, it’s also about what you notice. Having the ability to “read the room” is a true hospitality superpower. Not everyone wants to have a long chat or hear every option you can provide. Some guests may have been to your venue a hundred times and just need a quick check-in before heading to their next meeting. Others may want a slower, more personal exchange.

The best hospitality professionals adapt in the moment, knowing when to engage, when to step back, and when to simply let the guest get on with their day.

Rethinking “above and beyond”

“Above and beyond” gets thrown around a lot, but it doesn’t mean rolling out the Dom Pérignon for every guest. Most people don’t want theatrics. In today’s overly connected, busy world, most people simply want to feel seen.

That could be as simple as greeting someone by name, remembering a special request, or asking about their family (or in my case, my mischievous pup, Murphy). These small touches show your guests you value them as individuals and that builds the kind of loyalty money can’t buy.

When Things Go Wrong

No team gets it right 100% of the time. Maybe a guest’s first impression isn’t great. Maybe you forgot to put their main meals through. It happens. The difference is how you handle it.

Admitting a mistake can feel risky, but owning it is powerful. When you acknowledge the problem and take responsibility, you build credibility. The guest learns that even if things go wrong, they can trust you to make it right. In fact, many loyal customers are born from how a business handles mistakes, not how it delivers perfection.

Hospitality isn’t about flawless service. It’s about human connection. It’s about seeing your guests, treating them with care, and owning the experience, both the good and the not-so-good.

This leaves me curious.  How do you or your teams create genuine moments of connection with guests?