The language of great service

Nothing is left to chance in luxury hospitality!

Making guests feel emotionally connected to a brand only results from intense learning, reinforcement, and recognition regarding employee mindset, language, and appearance.

This is a key business strategy, not simply an 'HR task' during orientation. Service quality is directly tied to reputation and revenue.

Let me define “language” based on my favorite communication model by Albert Mehrabian! We impact our interactions as follows:

👀 Visually – 55% (non-verbal language: gesture, mimics, posture, appearance)

📢 Vocally – 38% (tone of voice, rhythm, speed, intonation, accent)

💡 Verbally – 7% (vocabulary, grammar, words)

Plus, employees in companies with a strong service culture share a unified language, purpose, and message: “Dear guest, I am here for you, to remove obstacles, help you enjoy your stay, and make you feel better than at home. This is my mission, and I do it with pride!”

Here’s a selection of my favorite service language:

Visual

The underrated SMILE.

Be the first to interact - if a customer is the first to say hello entering your “shop”, your message is: “You're not important or welcome”.

Stop and focus. If you continue cleaning or sorting papers while speaking with a customer, the message is: “I'm busy, you are not my priority”.

Offer objects with both hands. A universal sign of respect, but with a practical mechanic to it: when using both hands (to offer a paper, a bottle of water), your body is forced to focus on the person in front. Add eye contact & smile and you have a perfect connection. Handing something with one hand while turning away says: 'I’m done with you, you’re no longer important".

Match the sense of urgency. Recognize when customers are in a hurry and respond with quick actions and reassuring words. If they’re relaxed, slow down and engage in conversation. Failing to do this will create frustration - either by being too slow or by rushing them. 

“Let me do that for you!”. Offering to take the coat, carry luggage, open the door! Not doing this sends the message: “I don’t care enough to take an extra step”.

Vocal

Mindfully choose:

The enthusiastic tone vs. bored, tired, irritated;

The empathetic tone vs. disinterest or pity;

The patient tone vs. scolding or frustration.

Verbal

Full phrases: “I apologize, I am sorry, Thank you!” vs. short, less sincere versions: “Sorry!, Thanks!”

“Of course! My pleasure! Right away!” vs. the “I’ll let this slide” version: “No problem!”

“Tell me more about what happened!” vs. “What’s the problem?”

“Please wait a moment!” vs. “Wait a minute” (a time promise).

Offer matching alternatives vs. “No!, We don’t have!” followed by nothing.

Specific questions: “How is your visit to the Spa going?” vs. " All OK?”

The underestimated “Please & Thank you!”

Yes, it takes effort, but it’s also part of our job when serving others, regardless of our role, level, or status!