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Dear Executive Board Member,


If you are open to new ideas AND you realise that the hotel industry’s guest service concept of SOP-Customer Satisfaction does not meet the full spectrum of people’s needs, perhaps you will see the benefits for your hotel group of Heart-Based Hospitality and how it could help you.  

The concept I am referring to is Heart-Based Hospitality (HBH). It can, and I believe will, transform the hotel industry globally and take hospitality to levels, which current thinking does not believe are possible. The concept is explained in more detail on this website.

Summary of How We Can Help Your Hotel Group

  • We transform the spirit of hospitality throughout a hotel by replacing the emotionless concept of SOP-Customer Satisfaction with the spiritual and energetic concept of Heart-Based Hospitality.
  • This transformation makes your employees feel happier and it removes their stress.
  • We create in your employees the desire to show unconditional love, compassion, metta loving-kindness, and heart-warming care to the guests, and show you how to intensify it.
  • This in turn makes the guests feel happier. HBH hotels have very good reviews on TripAdvisor.
  • The energy of guest rooms and facilities feels warmer.

HBH Creates a Very Different Spirit

HBH creates a very different spirit among the employees and guests and it increases occupancy rates and revenue because it is based on energy and the essential spiritual core values of hospitality, namely, unconditional love, compassion, loving-kindness, and heartwarming care – two elements, which are missing from the industry’s concept of SOP-Customer Satisfaction. As awareness about the importance of these two elements grows over the coming years, they will become central in financial and operational strategies. 

HBH Is the Only Path Not Taken

HBH is the only path that the hotel industry has not taken, and I can understand why: it flies in the face of tradition, and it will ravage the status quo if it becomes widespread. Every other direction has been tried, but none improves the spirit of hospitality much or makes a hotel group distinctive from the others in ways that matter most to human beings.  In spite of the many dozens of new brands that were created to make hotel groups distinctive, the Sameness Epidemic continues.

SOP-Customer Satisfaction creates a rather mechanical kind of hospitality by means of emotionless SOP manuals. In contrast, you create HBH by increasing human spiritual capacity and by working with human energy.

We all have varying levels of spiritual capacity, and increasing spiritual capacity so that employees can infuse their work with the spiritual essence of hospitality is one of the keys to transforming hospitality. Unfortunately, every single Executive Board has ignored it, perhaps because it doesn’t fit into traditional hotel industry paradigms. 

What HBH Does

HBH is a beautiful, spiritual, and energetic approach to hospitality based on unconditional love, and because of this the emotion, loving-kindness, compassion, heart-warming care, and warmth of the hospitality experience have no ceiling. Hotels can literally turn up the dial of the essential core values of hospitality in the employees without limit. In contrast, the ceiling of SOP-Customer Satisfaction is very low because it is determined by mechanistic SOP manuals and traditional thinking. 

HBH creates the much sought-after kind of emotional connection to the human heart. The spirit of hospitality it creates touches the human heart and meets the growing emotional, energetic, well-being, spiritual, and healing needs of people in general. This is where the money will be made in the future! Not with tradition. Not with the obsolete concept of SOP-Customer Satisfaction. And yes, it is old-style and obsolete.

HBH Is the Future of Hospitality

Knowing how to touch the heart; how to heal the heart; how to create in employees and guests the soft and gentle feelings of inner peace and happiness; how to create in the employees a burning, heartfelt desire to show unconditional love, loving-kindness, and compassion; and how to change the energetic feeling of an employee, a guest room, or a guest facility, is the future of hospitality, and this cannot be done with current concepts, methods, and thinking. A turboprop plane will never create a sonic boom.

For many years the leaders of the hotel industry have been looking outwards for the Holy Grail of hospitality so to speak, but the irony is that it is closer to them than their life’s vein. The industry’s leaders will never find it until they choose the only untrodden and untouched path left, which is to go inside.

HBH combines this direction with hotel systems by incorporating ancient wisdom, scientific research in the field of energy, and discoveries about the powers of the heart in order to soften the guest experience and increase the happiness of employees and guests. Energetic and spiritual hospitality based on unconditional love sounds New Age-like, but nevertheless, it is practical, very profitable, and the future of the hotel industry guest experience, which has nowhere else to turn to. One large 5-star resort in Thailand even wore out its rooms after about 2 years because it became so good at applying it. The same General Manager implemented HBH at each resort he went to with the same wonderful results.

SOP-Customer Satisfaction is not the best concept that mankind can create for hospitality. Indeed, it never was, but it has been enshrined as the best possible one, and the hotel industry’s leaders clearly believe that there could be nothing better. 

The Challenge for Executive Boards

HBH may not fit into your current strategic plan, though, because strategic plans are based on current thinking about the future. However, future breakthroughs come from strategic plans, which are not based on current thinking. As Albert Einstein said, “We cannot solve our problems with the same thinking we used when we created them.” 

There is a far more beautiful future out there for your hotel group and also for the hotel industry. There is a pressing need for a new concept of hospitality, and HBH provides it in a limitless way because there is no ceiling to hospitality created by working with human energy and by increasing spiritual capacity. 

Current industry initiatives simply provide new variations of the old and familiar. Change is inevitable and a new path is available. It has always been available in fact, but the hotel industry ignores it. 

Hotel groups claim to provide “true hospitality” (IHG), “authentic hospitality” (Hyatt), and “hospitality from the heart” (Accor), for example, but none wishes to change their constricting foundation in SOP-Customer Satisfaction or includes the essential spiritual values of hospitality, namely unconditional love, loving-kindness, compassion, and heart-warming care in their brand values or mission-vision statement. Do you? 

The following quotation made in 1900 by the eminent physicist, Lord Kelvin, has a parallel with the current hotel industry. He said: “There is nothing new to be discovered in physics now. All that remains is more and more precise measurement.” This worldview statement was shattered only five years later when Einstein published his paper on relativity. The new theories proposed by Einstein challenged the then-current view of the true nature of our reality. It is a great example of how ideas and thinking, which once were regarded as infallible truths, fall from grace. 

Lord Kelvin’s statement bares with it the Voice of Paradigms Past…We knew that the Earth was flat, we knew that we were the center of the universe, and we knew that a man-made, heavier-than-air piece of machinery could not take flight. Through all stages of human history, intellectual authorities have pronounced their supremacy by ridiculing or suppressing elements of reality that simply didn’t fit within the framework of accepted knowledge. Are we really any different today? Have we really changed our acceptance of things that won’t fit the frame? Maybe there are concepts of our reality we have yet to understand, and if we open our eyes maybe we will see that something significant has been overlooked.” (Terje Toftenes, The Day Before Disclosure) 

Spiritual and energetic HBH based on unconditional love is one of those concepts, and I believe it is the future of hospitality, even if hotel groups are reluctant to break away from the current guest experience concept. There is no ceiling to what the guest experience can feel like and become with it because it is based on unconditional love, energy, and consciousness in practical ways. 

SOP-Customer Satisfaction Has Passed Its Expiry Date

When hotel groups eventually (and inevitably) realize that they have come to a dead-end with SOP-Customer Satisfaction and that it cannot be improved any further, even by improving efficiency and the SOPs; even by adding more apps; even by incorporating more (contactless) technology into the hotel; even by changing the design, the Lobby layout, the amenities, the bed, colours, smells, etc.; even by focusing on empathy; even by creating a plethora of new brands; or even by changing the CEO; they will have to explore the only direction left, and they will discover how by using a guest experience concept based on unconditional love, energy, and consciousness they can transform their hotel group and the hotel industry forever and open up new levels of hospitality considered impossible with the hotel industry’s current worldview and paradigms. 

Why wait for that day? Change is inevitable. You can find a book about HBH on this website. It explains everything. 

Thank you for your time. I hope that you will find this helpful. I wish you an abundance of blessings!

My warmest regards,

Peter McAlpine