Most Companies Stop at Good Service – But the Real Growth Multiplier Is Something Else

Every business is in the hospitality business—because customers don't just remember what you did, they remember how you made them feel.

- BY SCOTT GREENBERG

When people hear I speak in the hospitality industry, they usually assume I'm talking about hotels or restaurants. And yes, I've spoken to plenty of those groups. But I always remind audiences: every business is in the hospitality business — whether they realize it or not. The problem? Many companies confuse hospitality with customer service. They assume if they're fast, accurate, and efficient, that's enough. But service and hospitality are not the same thing. And if you don't understand the difference, you're missing an opportunity to win loyalty, repeat business, and referrals.

SERVICE VS. HOSPITALITY

Here's the distinction I've seen again and again as a keynote speaker, business owner, and author:

Customer service is about providing people with the products or services they need as quickly, accurately, and efficiently as possible. It's transactional - it gets the job done.

Hospitality is about elevating how people feel while you serve them. It's emotional - it makes people feel seen, valued, and cared for.

Service is expected. Hospitality is remembered.

You can deliver a product perfectly and still fail to make customers feel better. When that happens, you miss a chance to create advocates. But when customers leave feeling uplifted or genuinely cared for, they tell others. Hospitality turns ordinary transactions into free marketing.

“Service is the transaction. Hospitality is the transformation.”

LESSONS FROM MY EARLY JOBS