In 2025, many a CEO claims that culture is their secret weapon — but few can actually prove it. And fewer still have a dedicated, lasting focus on the company culture.

In today’s hyper-competitive service industry, companies are constantly seeking ways to deliver better customer experiences while keeping operations lean and efficient. This balance is often elusive.

This week I had a fantastic experience when I went to enjoy a scoop of ice cream at my favourite place in a popular beach resort in my home country.

Preparing for a presentation in front of last year students about major trends in hospitality for the years to come, I spent quite some time reflecting on what my aspirations were in hospitality but also looking up various sources like Harvard Business Review, HVS publications, EHL publications and more.

For the purpose of researching for my book (Make Service Excellence Your Company Culture) I researched top companies in the world and looked at how explicitly they mention the customer, in any shape or form, in the core values of the company.

Asked to prepare a lecture about the difference between asset management and operational asset management for graduates of a hotel school in Belgium, I thought the question was an interesting one.