Introduction: In today’s market, service alone is no longer enough—hospitality is what truly sets companies apart. This course is designed for service-based companies that want to go beyond basic interactions and create memorable experiences that drive loyalty, satisfaction, and genuine connection with their customers.
Through practical tools, interactive dynamics, and meaningful insights, participants will develop a new way of understanding and applying hospitality as a core element of their organizational culture, both in-person and through digital channels.
Objective: Provide participants with the knowledge, tools, and skills needed to deliver exceptional hospitality at every customer touchpoint, by strengthening organizational culture, empathetic communication, proactive expectation management, and intercultural service—both in-person and digital. At the end of the course, each company will develop an action plan to apply hospitality aligned with their internal and external identity.
Service-based companies seeking to improve the customer experience through hospitality, including leaders, middle managers, and team members who interact directly or indirectly with internal or external clients.
Skills to Develop: Service culture, effective communication, empathy and active listening, conflict resolution, omnichannel attention, digital hospitality, leadership in customer experience, intercultural awareness, proactivity, and anticipation.
Module 1. Fundamentals of Hospitality
What hospitality is—and what it isn’t
Differences between service, attention, and hospitality
Origin and evolution of the concept across cultures
Emotional and economic impact of well-executed hospitality
Practical exercise: “Map of Memorable Customer Moments”
Module 2. Hospitality as Organizational Culture
How to make hospitality part of your company’s DNA
Key values: warmth, empathy, anticipation, authenticity
Standards vs. personalized experiences
Group activity: “Design the Ideal Experience for a Demanding Customer”
Module 3. Verbal and Non-Verbal Language in Hospitality
First impressions: posture, tone, presence
Key phrases and words to avoid
Emotional communication and positive body language
Role-play: “Tension Moments vs. Welcoming Moments”
Module 4. Anticipation and Expectation Management
The art of anticipating customer needs
How to read non-verbal signs of discomfort or need
Using flexible protocols: what’s not written but truly felt
Group exercise: “Mystery Client” (surprise scenarios)
Module 5. Intercultural Hospitality
Keys to serving clients from different nationalities
Greetings, service, and farewells in different cultures
Micro-mistakes that lead to bad reviews (and how to avoid them)
Role-play: “Attend to the client from… [country, culture, language]”
Module 6. Empathetic Problem Solving
From complaint to “wow moment”: how to turn bad into great
Assertive communication tools + empathy
Emotional recovery techniques for upset clients
Simulation: “The Angry Client Who Won’t Leave…”
Module 7. Digital and Omnichannel Hospitality
How to convey hospitality via WhatsApp, email, or social media
Warm yet efficient responses
Tone and style for digital customer service
Practical exercise: “Write a Message with Genuine Hospitality”
Module 8. Internal Hospitality Action Plan
The internal client: building hospitality between departments
Internal recognition and positive reinforcement
Creating a “hospitality chain” within the organization
Final activity: Team commitments and action plan proposals
Improve customer experience at every touchpoint
Strengthen service-focused organizational culture
Increase customer loyalty and satisfaction
Develop more empathetic, proactive, and aligned teams
Provide practical tools for human-centered problem solving
Equip teams for digital and in-person hospitality
Enhance professional image in multicultural environments
Create an applicable internal action plan for lasting improvement