Why Europe and North America Are Falling Behind in Hospitality

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The essence of travel lies not only in the destinations we visit but in the authentic experiences that linger in our hearts long after we return home.

A genuine smile, an unhurried moment of connection, or the warmth of a simple act of kindness – these are the hallmarks of destinations with a deeply rooted guest-welcoming culture.

However, Europe and North America, once bastions of hospitality, are increasingly losing ground to countries and regions where hospitality is inherent to cultural behavior, such as East and Southeast Asia, the Pacific, Costa Rica – and to some extent, the Middle East, India, and Puerto Rico.

This shift is not just about service quality but about something far deeper – cultural empathy and the intangible warmth that cannot be replicated through traditional workforce training.

Culture Is the Competitive Edge

Destinations like Thailand, Vietnam, and Indonesia shine in their ability to deliver memorable guest experiences, not because of elaborate systems or scripted interactions, but because hospitality is woven into the very fabric of their societies.

From the taxi driver to the street vendor, there’s a consistent and genuine willingness to welcome strangers. This isn’t merely a skill; it’s an extension of cultural identity – a behavior ingrained over generations.

Many Western destinations seem to have lost this touch. How often have visitors walked into a Southern European restaurant only to feel like an inconvenience rather than a guest? Or boarded a flight in the U.S. to encounter apathetic service staff? Across most tourism verticals, the erosion of a service-oriented mindset has become glaringly apparent.

This cultural gap has real consequences. Destinations with inherent hospitality don’t just deliver better customer experiences – they foster loyalty and advocacy. A single positive interaction in Bali or Kyoto can outweigh multiple frustrating experiences in Paris or Los Angeles, especially for high-value travelers who seek emotional connections in their journeys.

The Growing Perception Gap

The problem in Europe and North America is not just about underinvestment in training or pay scales; it’s cultural.

In 1980, Hofstede’s Cultural Dimensions Theory was created by Dutch management researcher Geert Hofstede to understand the differences in culture across countries. Hofstede’s cultural dimensions, particularly the concept of collectivism, highlight why certain societies excel in customer experience.

Collectivist cultures, such as those in much of Asia, prioritize group harmony and empathy, naturally leading to better guest interactions. In contrast, the individualistic ethos prevalent in Western societies often prioritizes efficiency over connection.

This isn’t to suggest that Western destinations are inherently inhospitable. But the lack of a deeply ingrained service culture has become a glaring disadvantage in a hyper-competitive tourism landscape. As destinations scramble to attract post-pandemic travelers, those that consistently deliver positive emotional experiences will emerge as winners.

The Economics of Emotional Connection

Customer experience is not just a moral imperative; it’s an economic one. Travelers are increasingly voting with their wallets, prioritizing destinations and brands that offer authentic and memorable interactions. In an age where visitors are willing to spend more, stay longer, and advocate for destinations they love, the financial implications of poor hospitality are significant.

Consider the reputational damage when frontline staff, disconnected from their organization’s brand promise, deliver subpar experiences. Whether it’s a car rental agent dismissing a two-month reservation or an airline crew member showing visible annoyance at passenger requests, these micro-interactions erode trust and loyalty. Conversely, destinations with a welcoming culture offer an intangible sense of safety, ease, and well-being that draws visitors back time and again.

The Path Forward: A Cultural Reset

Western destinations can’t expect to compete by merely upskilling their workforce or increasing wages – though these are important steps. Instead, they need a cultural reset, one that prioritizes empathy and human connection in every aspect of the visitor journey.

Elevate Cultural Differentiators: Celebrate and integrate local traditions of hospitality into the visitor experience. Whether through storytelling, food, or interpersonal interactions, authenticity must be the cornerstone.

Invest in Emotional Intelligence: Training programs should go beyond technical skills to emphasize emotional intelligence and empathy, bridging the gap between service delivery and meaningful connection.

Align Brand Promises with Behavior: From airlines to boutique hotels, every touchpoint should reflect the destination’s values and culture, creating a seamless and consistent experience.

Learn from Best Practice: Destinations should look to Southeast Asia and other guest-centric cultures for inspiration, adapting their principles while respecting their own cultural contexts.

A Competitive Imperative

Essentially, the post-pandemic traveler is seeking more than convenience and cost-efficiency; they’re searching for destinations that make them feel seen, valued, and welcomed. Europe and North America, for all their historical and cultural allure, risk becoming less relevant in a globalized tourism market if they fail to address the widening gap in hospitality standards.

Hospitality is not just a skill – it’s a reflection of cultural values. And as the tourism landscape becomes ever more competitive, those who fail to embrace this truth will find themselves outpaced by destinations where welcoming guests isn’t just a practice but a way of life.

Aleix Rodríguez Brunsoms is Director, Strategy for Skift Advisory.

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