Imagine you are sitting in a hospital hallway wearing a cold hospital gown for what feels like ages. The sound of trolleys clattering and doors slamming fills the air. No one has told you how long you'll be waiting, or even why. Everywhere you look, there is a flurry of activity; every healthcare worker seems to be caught up in the rush of an emergency. But, in your discomfort, you notice one thing above all else: you have been forgotten.
Of course, a hospital isn't a hotel, and it was never meant to be one. People come here to be treated, not to relax. Yet the hospitality industry has always asked itself a vital question: How do people feel when they walk through our door? The answers it has found could profoundly change the healthcare sector.
Looking Beyond the “Patient Experience”
Behind everyone’s favorite new term “patient experience” lies a very concrete reality. The way you experience your stay is not just a bonus. A warm welcome, clear explanations, peace and quiet at night and a sense that doctors are communicating with one another all directly contribute to your psychological well-being and, by extension, your recovery.
Ultimately, the experience is simply a collection of small moments. It's the nurse who remembers your name and calmly tells you step-by-step what is going to happen, thus creating an immediate bond of trust. Conversely, true is undermined instantly when, for example, a surgeon casually mentions a complex result through a half-open door or the nightlight is suddenly turned on in the middle of the night.
As patients, we can only judge what we're able to judge. Is my suture technically perfect? I have no idea. But I do know whether I was spoken to respectfully when I was in pain. Studies prove this very clearly: in healthcare, the patient’s experience is not just a nice-to-have, it's an integral part of care.
The 'Seams' of the Patient Journey
The patient journey encompasses everything from the anxiety of waiting at home to the stories you'll share with loved ones, including the hospital stay itself.
Returning to the hospitality industry for a minute, so-called ‘service gaps’ are hotel guests’ primary source of frustration. The suitcase that never arrives; the request made at the front desk that never reaches the restaurant; a pool that—upon arrival—is actually closed. These are just a few of the myriad ‘service gaps’ in hospitality.
The patient’s journey in healthcare suffers from the same problem. Technically, clinical procedures are often excellent. However, what gets in the way are the “seams”: the chaotic transfer from the emergency room to the medical ward in the middle of the night, or the botched handover that forces you to recount your medical history multiple times. Since patients move horizontally through the hospital but teams often work in vertical silos, these transition moments fall through the cracks. Problems take root there and undermine the entire experience of the stay.
So what are healthcare providers to do? Below, we borrow three tips from the hospitality industry that can be used to enhance the patient journey.
1. Give Patients Control Over the Wait
It's a classic: an unknown wait always seems endless, just like a delayed flight at the airport with no explanation. Saying something as simple as “The doctor had an emergency. He'll be here around 11 a.m. I'll let you know if there's a further delay” costs nothing. Yet this instantly eases anxiety.
2. Personalize With Common Sense
Personalizing an experience doesn't necessarily cost more. Indeed, tailoring care to the person sitting across from you is relatively simple. You don't need a ten-page form to provide personalized experience. Simply ask, “Would you like to be addressed by your first or last name? Who should we keep informed? And, above all, what are you most worried about today?”
If a patient responds to the last question, “Who's going to feed my dog tonight?”, you know you're on the right track! Until that domestic concern is resolved (perhaps with a simple phone call from a social worker) they won't pay much attention to your medical instructions.
3. Pay as Much Attention to Discharge as to Admission.
A good hotel goes out of its way to make your departure feel special. It knows that your last impression is likely to be the memory you'll take away forever. Paradoxically, discharge is the most rushed part of the hospital process: prescriptions are often handed to you quickly while you're still in a daze. Taking five minutes to plan for discharge the day before and ensuring the patient has understood their treatment can literally change the tone of the memory they take away from their stay.
The Real Secret is that Hospitality is a Profession
Many people believe they’re either friendly or not, it’s ingrained in their personality. The hospitality industry knows this isn't true. Hospitality is a skill that can be learned, practiced and evaluated, just like taking a blood sample.
Yet healthcare providers study for years to master technical skills and much less time on how to manage complex human relationships. Proper hospitality training could transform the experience for patients and staff alike. It would teach staff to make eye contact when greeting patients and to introduce themselves before providing care. It would help staff to interpret the body language of patients who don't dare ask for anything but are nonetheless thinking about it. They would be provided with tools to manage the aggression of anxious family members using de-escalation techniques rather than simply taking it in their stride and becoming emotionally drained.
Of course, empathy alone cannot compensate for the severe shortage of staff or beds. However, without these interpersonal skills, even the most ambitious 'hospitality in healthcare' initiative will fail.
Where Should you Start?
The classic mistake is to prioritize the lobby's renovation. A beautiful marble reception desk will never compensate for a night spent anxiously waiting for empathy.
The key is to start small. Choose two departments and ask them to focus on one issue, such as floor transfer or admission. Analyze what actually happens, rather than what's supposed to happen on paper. Draw inspiration from what service experts call a “Service Blueprint”: map out every step the patient goes through and align it with what's happening behind the scenes at that very moment. Who's calling whom? Where is the software glitch coming from? Who approves the information? This is the best way to understand what is happening behind the scenes and why the so-called “seams” are coming apart.
The most significant improvements that emerge from this type of reflection often cost nothing. Knocking before entering, providing advance notice of delays, or explaining complicated medical terms in simple language are free-of-charge.
This is precisely where a true patient experience in hospitals begins. This is where the hospitality approach really comes into its own, not by turning patients into customers, but by putting a human touch back at the heart of the system.
Hospitality in Healthcare: Improving Employee and Patient Experience
What if the key to better hospital care lies not only in medical excellence but in hospitality-inspired behaviors? This article lays out a strategic conversation that builds on years of research and cross-sector collaboration linking healthcare and hospitality. The hospitality industry, long focused on creating comfort and memorable experiences, offers valuable insights for hospitals seeking to increase the level of care for both patients and employees.
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