CoralTree Hospitality President Tom Luersen on "The Innkeeper Mindset"

Good morning - and hello again. I’ve been offline on vacation the past few weeks, experiencing some great (and not-so-great!) hospitality, which you can read more about here.

In case you missed them, I encourage you to catch these stories on the Hospitality Daily Podcast over the past two weeks:

• Overcoming Imposter Syndrome - David Kong, DEI Advisors

• Creating Spaces of Belonging - Regitse Rosenvinge

• Why We Created A Recipe Book - Richard Garcia, Remington Hospitality

• Never Cut Corners - Richard Garcia, Remington Hospitality

• What I Learned Traveling Europe - Richard Fertig, Stomp Capital

• Sparking Creativity through Travel - Richard Fertig, Stomp Capital

• There's No Such Thing as Virtual Hospitality - David Kong, DEI Advisors

• Change Management (In Technology and Beyond) - Rachel Vandenberg

• Hospitality Marketer of the Year: Jay Hubbs, BWH Hotels

Today, we’re looking at how the leader behind some of the most iconic hotels in the US thinks about hospitality - something he calls the “Innkeeper Mindset.”

The “Innkeeper Mindset”

with Tom Luersen, President, CoralTree Hospitality Group

Tom Luersen provides executive leadership for CoralTree Hospitality Group, whose portfolio includes properties from the Terranea Resort in California to the Lake Nona Wave Hotel in Florida. Tom was previously the Chief Operating Officer of the Two Roads Hospitality/Destination Hotels portfolio, where he held multiple operations roles with the company during his 20-year tenure.

Today on our podcast, Tom shares his insights on how to transform the guest experience through an approach he calls "The Innkeeper Mindset."

Remarkable Hospitality is Personal and Thoughtful

Tom defines remarkable hospitality as personal, thoughtful service that creates a memorable experience for guests. This form of service aims to understand what satisfies each guest, making them feel valued and cared for, rather than just a part of a transaction.

According to him, this approach should be the norm, but the reality is that many in the industry often struggle with it. Common barriers preventing hospitality businesses from delivering remarkable hospitality include the perception of size, lack of the right technology, and limited staffing.

However, Tom argues that rather than focus on these barriers, those in the industry should be more innovative and proactive in overcoming them. Hospitality providers should ask, "What can we do to get it done?" rather than dwell on the reasons why it's challenging.

“Perceptive Acuity” is the key

To illustrate his point, Tom shares a personal example. A generic welcome amenity in his hotel room, like a bottle of white wine and a cheese tray, may seem thoughtful to some, but not to him, who does not particularly like either. By contrast, a pair of running socks and a note suggesting a trail for the morning indicate a level of thoughtfulness and personalization that stands out.

Tom emphasizes that the key to remarkable hospitality is "perceptive acuity" — understanding and anticipating a guest's desires.

Technology can help facilitate this process. For instance, a system that communicates with guests before their arrival, providing names and faces for staff to recognize on arrival, can help establish a personal connection and enhance the guest experience.

The “Innkeeper Mindset” is something we can all learn from

Tom introduces the concept of the "Innkeeper Mindset" as a strategy to deliver personalized, remarkable hospitality. The term alludes to the personal attention we might receive when staying at a bed and breakfast or a small inn, where the innkeeper is often the owner and plays multiple roles, from making reservations to welcoming guests and preparing meals.

Great innkeepers deliver personal touches, share stories about the local area, and offer unique, personalized amenities. They create an environment of connection by joining guests at breakfast and being thoughtful about the timing of the turndown service.

Tom believes that the Innkeeper Mindset should be applied more broadly in hospitality. The current trend of having employees "stay in their lane" often detracts from the guest experience, making it impersonal and fragmented.

By breaking down barriers and adopting a more holistic approach, all of us in hospitality can cultivate the Innkeeper Mindset and deliver a meaningfully personalized experience.

In a world where service is increasingly automated, adopting the Innkeeper Mindset helps remind us that the heart of hospitality lies in understanding the individual needs of guests and treating them with genuine care and thoughtfulness. As we strive to meet the ever-evolving expectations of those we serve, this mindset may be the key to standing out and making a difference.

Listen to our full conversation now