The Dying Art of Hospitality: Why We Must Bring Back the Human Touch in Customer Service

When was the last time you tried reaching out to a company for help regarding a product or service you were paying for?

Was it through a chat bot? Did you receive an automated reply by email or instant message? Was there only a general email address to contact? If you were lucky to find a phone number, was there an automated response, a set of 9 options to choose from, or a even worse an out of service tone waiting for you on the other end?

If you are able to get a hold of a human being on the phone (or even by text or email), are they delegating your concern, or finding a solution for it?

All industries (including those in the actual hospitality industry itself) have been increasingly implementing solutions that streamline processes for the backend, make it easier to collect date, and allow for a larger quantity of users to be “attended to”. However, this has left businesses to be dominated by automation, efficiency, and transactional interactions leaving the human touch of exceptional customer service to diminish into a luxury only rarity.

Ironically, through all the technology advances, trends, and changes that have occurred, “The human desire to be taken care of never fades.”

This is Will Guidara’s reminder to us, the author of Unreasonable Hospitality, that the human touch will always remain as a timeless need and they need is now more urgent than ever as customers seek genuine connections in often impersonal environments and marketplaces.

Exceptional customer service is not, and should not be, a nice-to-have; it’s a necessity. It builds loyalty, creates unforgettable experiences, and serves as a powerful differentiator in today’s competitive landscape.

Some people may remember great food at a restaurant, however, everyone remembers a great experience with exceptional service at a restaurant.

Luxury finishes, comfortable bedding, and an impeccably clean room may be a given, or taken for granted, in a luxury hotel; but if you have been taken care of, personally greeted, and received a solution customized to your needs and concerns, you will remember and return again and again.

I am writing about the importance (more now than ever) of reviving the art of exceptional service, its impact across industries (including real estate), and actionable ways to bring back the human connection.

The Timeless Human Desire to Be Cared For

At its core, great customer service isn’t just about solving problems; it’s about meeting emotional needs. Whether it’s the reassurance of a thoughtful real estate agent, the warmth of a friendly server, or the personalized recommendations from a retail associate, people crave experiences where they feel seen, valued, and cared for.

Research confirms this universal truth.

In their State of the Connected Customer report, Salesforce reveals that 80% of customers believe the experience a company provides is as important as its products or services. Furthermore, 57% are willing to pay more for superior service.

Emotional connection, not just efficiency, drives customer loyalty which results in long term sustainable spending and more importantly, overall satisfaction.

The Lost Art of Hospitality

Hospitality, an effective art embedded with passion, empathy, and care, has taken a backseat in the age of digital convenience. In the past, service was about creating a memorable experience, whether through small, thoughtful gestures or an intuitive understanding of customers’ needs. Today, however, businesses are prioritizing speed and scale over genuine connection.

In the book Unreasonable Hospitality, Will Guidara talks about how his team transformed an ordinary dining experience into an extraordinary one by focusing on human connection. This philosophy—anticipating needs, creating moments of joy, and exceeding expectations—is what separates good service from great.

Unfortunately, more businesses than ever are failing to invest in these human elements, opting instead for chatbots, automated emails, and one-size-fits-all solutions. This shift has consequences.

A study from Harvard Business Review found that 66% of customers switched brands because they felt the service was “too impersonal.”

Customers aren’t just looking for answers, they’re looking for someone who makes them feel important.

The Lost Art of Hosting: From Business to Home

Hosting isn’t just about the logistics of putting a meal on the table or providing a service—it’s about creating a sense of belonging.

“Hospitality creates an emotional connection, which is often the deciding factor in whether customers return.”

- Katherine P. Nelson, in The Hospitality Industry: A Management Overview

The same principle applies at home. Thoughtful hosting is about making guests feel seen, heard, and cared for.

A dinner party where guests are greeted with their favourite drink, where dietary preferences are considered, or where the atmosphere encourages meaningful conversation leaves a lasting impression. These small details matter because they show care and attention. In contrast, when hosting becomes an afterthought, it loses its emotional resonance, leaving both host and guest feeling unfulfilled.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

- Maya Angelou

The way we host, whether it’s a client, friend, or family member, directly shapes the memories and emotional connections we create.

Whether we’re hosting a dinner party or serving clients, these principles of care, attention to detail, and emotional connection remain constant. When these elements are missing, the results are striking: disconnected customers, unmemorable gatherings, and lost opportunities for meaningful relationships.

Why Exceptional Service Matters in Every Industry

From real estate to retail, customer service should never feel only like a transaction; it should feel like the beginning of a relationship with a foundation of loyalty and trust.

In industries like real estate, where emotions run high and decisions are life-changing, exceptional service is even more critical.

For example, when helping clients purchase or sell a home, a real estate professional must not only understand their logistical needs but also their emotional ones. A well-timed follow-up call, a thoughtful answer to a concern, or even a small gesture like remembering a client’s preferences can make all the difference. This level of care transforms the experience from merely transactional to deeply personal.

In December 2023, the Toronto Real Estate Board reported about 75,496 members. Many real estate agents were able to run successful businesses without implementing any sort of customer service or human touch into real estate transactions when Toronto’s market was thriving and “on fire”.

Communications became more automated and less personal, and systems were put into place to increase the quantity of buyers that could purchase or submit worksheets for a project at any given time. Many bought without speaking to a human being.

This was not sustainable, and the market has changed significantly leaving only the void that buyers and sellers desire for guidance, education, hand holding, answers, and personal communication.

Upon renewal time, TREB experienced its steepest fall in membership reporting an 8% decline, down to 69,000. That’s still a lot of realtors, but the low hanging fruit is gone and realtors must now personally address the wants and needs of their clients to continue a sustainable real estate business. That need has always been there, but times where buyers put it aside are short lived and do not create a foundation for a long enduring business.

The same principles apply across all industries.

According to PwC’s Experience is Everything report, 73% of customers say customer experience is a deciding factor in their purchasing decisions, and 43% would pay more for a friendly, welcoming experience.

This data underscores that while products and prices may attract customers, it’s the experience that keeps them coming back.

Many great realtors offer the same great services as their competitors, but those who can deliver exceptional customer service and outstanding hospitality will be remembered and referred.

How Exceptional Service Creates Memorable Experiences

Exceptional service doesn’t just meet expectations, it exceeds them. It surprises and delights, leaving a lasting impression. These moments are what people remember and talk about, creating positive word of mouth that no marketing campaign can compete with.

In Harvard Business Review, it was found that emotionally engaged customers are more than twice as valuable as highly satisfied ones. This means the businesses that are able to create emotional connections don’t just retain customers, they turn them into loyal advocates.

One powerful example of this is Ritz-Carlton’s “employee empowerment” policy. Staff are authorized to spend up to $2,000 per guest to resolve issues or enhance their experience. This practice, rooted in anticipating and exceeding customer needs, has set the gold standard for hospitality.

Prioritizing guest experience over cost and budget has allowed Ritz-Carlton to create moments of joy that guests remember, share, and wish to repeat over and over again.

The Ripple Effect of Exceptional Service

The impact of exceptional customer service extends far beyond individual transactions. Positive experiences foster loyalty, boost employee morale, and contribute to a company’s long-term success.

A research study conducted by Forrester showed that businesses with superior customer experience ratings grow faster than their competitors. Additionally, a PwC study revealed that companies prioritizing customer experience outperform struggles by nearly 80% in revenue growth.

From within your own home with family and friends to your next meeting with employees or clients, remember that great hospitality and services brings people together.

Reviving the Art of Hospitality: At Home and Beyond

As the pendulum swings in our current politics, economy, and social infrastructure, the need for “back to basics” human interaction has never been greater. We need to bring back the art of exceptional service and our passion for hospitality.

If the art of exceptional hospitality and hosting is fading, what can we do to revive it? Whether you’re welcoming loved ones into your home or delivering outstanding service in your business, the key lies in intentionality. Hosting, at its best, is about putting thought and care into every interaction, creating an experience that people will cherish.

At Home: Thoughtful Gatherings

Reinvigorate the art of hosting by bringing intentionality back to gatherings:

• Plan with purpose: Consider the details that make guests feel special—like their favorite foods, music, or even seating arrangements that encourage conversation.

• Create an atmosphere of care: Thoughtful touches like handwritten place cards or fresh flowers can elevate a dinner party from routine to memorable.

• Be present: Hosting is about more than logistics. Engage with your guests, listen actively, and foster genuine connection.

In Business: Exceptional Service

Apply these same principles of hosting to your professional interactions:

• Personalize experiences: Tailor services to individual preferences, just as a thoughtful host would.

• Empower your team: Allow employees to go above and beyond to surprise and delight customers, like the Ritz-Carlton’s famous $2,000-per-guest empowerment policy.

• Focus on connection: Build relationships, not just transactions, by treating every customer interaction as an opportunity to create a lasting impression.

The Time to Invest in Service is Now

Exceptional customer service isn’t a relic of the past, it’s the cornerstone of future success. As automation and digital tools continue to reshape industries, the businesses that thrive will be those that prioritize human connection. From personalizing interactions to going above and beyond, every touchpoint is an opportunity to create loyalty and leave a lasting impression.

If there is something that feels tangible, manual, real, and unscalable, it may very well be the most effective and valuable thing you could be doing for your clients

The art of hospitality may be fading, but it’s far from obsolete. By reviving this lost art, businesses can foster trust, create unforgettable experiences, and build meaningful relationships that stand the test of time.

This is something I feel passionate and strongly about when it comes to the time i spent with family and friends as well as the conversations I have every day with my clients and prospective buyers or sellers.

I want to be able to guide them through each of their concerns, worries, and create a stress free experience that is filled with peace of mind.

I do this simply by being available, listening, and sharing my experience and knowledge as it pertains to each and every unique situation my clients discuss with me.

Sounds simple, but it is innately human, real, and unmatched in value when it comes to how my clients feel with every transaction.

If you’d like to reach me, a real person, you can call or text me at (416) 887-3386 or email me at hello@yolevski.com.