They say you never get a second chance to make a first impression, and in hospitality, that couldn’t be truer. Whether it’s the moment someone walks past your building or clicks onto your website, they’re already deciding how they feel. Do they feel safe? Welcome? Intrigued? Or do they feel unsure, uncomfortable, or underwhelmed?
Studies show we form an impression within just seven seconds. On websites, it takes as little as 50 milliseconds. These micro-moments matter, not just in how people feel, but in whether they book, stay, return, or recommend.
I had an experience last week that made me want to write this blog. I popped to Tesco for a few bits, and to get a trolley I had to walk past a group of teenage boys in hoodies, hanging around near the entrance.
They weren’t doing anything wrong, not bothering anyone, but the vibe instantly shifted. It just didn’t feel welcoming. I found myself rushing around, grabbing what I needed, and getting out of there as quickly as possible. That instinctive discomfort, that quick judgment of a place based on a single moment, stuck with me.
It’s easy to focus on service, food, or amenities, but the guest experience begins long before the check-in desk. It starts with your signage, your kerb appeal, your entrance lighting, and yes, even your bins. A tired exterior, a flickering light, or a badly placed delivery van can send subtle signals that this place isn’t quite looked after. And that perception lingers.
Inside, the story continues. Is your reception area clean, bright, and welcoming? Are your staff confident and genuinely warm? The lobby sets the tone for everything that follows. According to research, elements like colour, lighting and layout play a big role in guest comfort, and poorly maintained areas can quietly erode trust.
Then there’s the digital front door, your website. It’s often the first interaction someone has with your brand. If it’s clunky, outdated, or confusing, the message is clear: if you don’t care about the online journey, will you care about the real one? Guests notice broken links, unclear policies, and awkward booking flows. And once they’ve judged, they rarely revisit.
What’s the fix? It’s not all about expensive refurbishments. It’s about consistent maintenance, smart layout, and small human touches. A fresh lick of paint, well-lit paths, signage that’s clean and clear. A maintenance walk-round at the start of every shift. A weekly audit of your homepage and booking experience. The goal is to create a sense of care, because if you care, guests will too.
In a world where expectations are high and patience is low, the first impression is no longer a welcoming smile, it’s everything. From pavement to pillow, people are always deciding how you made them feel. So, make it count. If you are passionate about hospitality like I am then follow me on socials and get tickets to my next Art of Hospitality event on October 9th
