Why ‘Good’ Service Isn’t Enough Anymore

We’ve all been taught that good service is the gold standard…

…the thing that earns customer loyalty and keeps the bookings flowing, but here’s the truth: good service is just the beginning.

In hospitality and tourism, service is expected. It's no longer the thing that makes you stand out. It's the thing that gets you in the game. And if you’ve heard me speak, you’ll know I’ve said this before, customers are no longer judging you only on how polite, prompt or polished your team is. They're judging you on how you made them feel. And that’s a whole different ballgame.

Service is standard. Emotion is everything.

Imagine this: A guest walks into your restaurant, winery, hotel or tour. The service is perfectly fine, warm greeting, efficient check-in, water topped up regularly, meal delivered on time. They leave happy. Nothing went wrong.

But do they come back? Not always.

Now flip the scene: The same guest walks in and there’s something different. Maybe it’s the unexpected welcome note that mentions their anniversary. Maybe it's the cheeky local tip your staff share that makes them feel like an insider. Maybe it's the fact that you remembered their name and coffee order from last time.

That’s not just service. That’s connection.

And it’s that emotional connection, that moment of being seen, surprised or delighted, that creates the kind of loyalty money can’t buy.

Loyalty doesn’t live in your till. It lives in their memory.

There’s a gap between satisfaction and loyalty that too many businesses overlook. Customers might be satisfied and still never return. Why? Because satisfaction doesn’t create a reason to come back,  it just means you didn’t mess anything up.

Loyalty, on the other hand, is emotional. It’s built on trust, delight and that sense of “this place just gets me”.

The venues and destinations winning right now are the ones designing for that. Not guessing. Not winging it. Designing.

They know that loyalty doesn’t happen by accident. It’s intentional.

What loyalty-first operators do differently

Smart operators are starting to zoom out. They’re looking beyond the transaction and asking:

• What do our guests remember?
• Where do we surprise them?
• Are we showing up consistently across every step of the guest journey, from the first booking to the last follow-up?

It’s not about overcomplicating things or adding more to your plate. It’s about building a system that does the heavy lifting for you. One that supports you to consistently create meaningful, memorable moments.

That might mean using automation to follow up with guests after their visit. Or crafting signature touchpoints into your experience that everyone gets, no matter the day, the staff roster or the weather.

It’s about creating wow on repeat, not just when you have the time or energy to pull it off.

So how do you stop relying on service alone & start building experiences that stick?

If you’ve been wondering why your glowing reviews aren’t turning into more bookings, this is it. The game has changed. And that’s a good thing, because once you start thinking beyond service and into strategy, you unlock something powerful: the ability to grow your business through loyalty, not just marketing.

It’s smarter. It’s more sustainable and it’s where your edge lives.

Need help designing loyalty that lasts? I’ve made you a free guide.

If you’re ready to start creating the kind of guest experience that gets people coming back (and bringing friends), my 7 Wow Moments Playbook is your next move.

It’s a practical tool to help you map out the key emotional beats that turn first-time visitors into loyal regulars, no tech degree or re-brand required.