Hospitality Services Group announces the upcoming first anniversary of Bruce Craul’s The Hospitality Advantage and plans to expand his speaking and advisory work beyond hospitality.
Charleston, SC, South Carolina, United States, November 5, 2026 -- Hospitality Services Group is expanding the speaking and advisory work of its founder and CEO, Bruce Craul, with plans to introduce the principles of his book,The Hospitality Advantage: Embracing the Competitive Power of Exceptional Hospitality in Every Industry, to a wider business audience. The initiative will focus on chambers of commerce, business conferences and organizations across different sectors, helping leaders understand how hospitality can strengthen relationships with employees and customers.
The expansion comes ahead of the book's first anniversary on January 20, 2027. Published by Advantage Books, The Hospitality Advantage challenges the idea that exceptional hospitality belongs exclusively to hotels and restaurants. Instead, it makes the case for hospitality as a powerful business strategy that can help organizations across industries create stronger cultures, build loyalty, and deliver more meaningful experiences.
Drawing on 46 years of experience in hospitality, including 30 years as a chief operating officer overseeing 56 hotels across 34 states and organizations employing thousands of people, Craul was motivated to write the book by his concern that standards of hospitality are deteriorating across all business landscapes.
“I'm seeing hospitality standards deteriorating across the hospitality industry, but really in all businesses. Businesses are losing sight of what it means to genuinely make people feel valued, and that's something we need to bring back,” says Craul.
“Hospitality is more than simply making people feel welcome; it's a powerful business strategy that can revolutionize any organization,” he says. For Craul, the problem is that many businesses have reduced hospitality to customer service, overlooking the wider experience they create for everyone who interacts with their organization.
He argues that hospitality begins long before a customer walks through the door. First impressions, genuine greetings, and the ability to establish an early personal connection all contribute to how someone feels about a business. He also highlights the role of the five senses: sound, lighting, temperature, aroma, and taste, in creating experiences that people remember.
Even the smallest details can make a difference. As Craul explains, “Whether a customer is spending $1.78 or $4,000, they deserve the same level of attention and consideration.” The challenge for businesses is to make this approach part of their culture, ensuring employees feel just as valued as the customers they serve.
However, creating that kind of culture requires more than improving the customer experience. For Craul, it starts with leadership and a deeper understanding of the people behind the business.
Through his 42 years of being a client of The Predictive Index, Craul has developed a strong understanding of how behavioural science can help businesses better understand their people and build more effective teams. Its six-minute behavioural assessment helps leaders look beyond interview performance to understand how individuals naturally think and work. By matching people's behavioural profiles to the demands of specific roles, businesses can place employees in positions where they are more likely to thrive.
Craul's philosophy is simple: “Manage the profile, not the person.” Rather than trying to change someone's natural behaviour, leaders should understand what motivates them and create the conditions in which they can perform at their best.
He believes this responsibility begins with business leaders themselves. Developing self-awareness, understanding their own leadership styles and recognizing how their behaviour affects the wider workplace are essential to creating a positive culture. The Predictive Index is not simply a hiring tool; its Inspiring module also helps managers understand and motivate existing employees.
For Craul, employees who feel understood, supported and appropriately placed are better equipped to deliver the genuine hospitality that customers remember. Excellent hospitality, in other words, starts with leaders who understand their people and put them in the right positions to succeed.
The relevance of this approach is increasingly being recognized beyond hotels and restaurants. Craul says he has been encouraged by the interest The Hospitality Advantage has generated from organizations in entirely different sectors, demonstrating that its principles are not limited to traditional hospitality businesses.
Having worked with organizations outside the hospitality sector, Craul notes that the same people-first principles can make a meaningful difference across the business landscape. Whether an organization operates in utilities, retail, professional services or hospitality itself, the ability to understand employees, create a positive workplace culture and make customers feel valued is universally relevant.
For Craul, hospitality is not an industry-specific skill; it is a business advantage. By putting people at the centre of their operations, organizations can strengthen relationships, improve employee engagement and create experiences that encourage lasting loyalty.
As the book approaches its first anniversary, Craul is looking to build on this interest through expanded speaking engagements and advisory opportunities. He shares, “I want to share the book's philosophy with all audiences, to those who are interested in learning how to increase their revenues and decrease their costs for little to no investment.”
His ambition is not simply to sell more books, but to encourage business leaders to take action and put these principles into practice, with international speaking invitations already helping to extend his reach. After decades of leading large organizations, he wants to leave a legacy of helping businesses recognize that their success depends not only on the products or services they provide, but on how they make people feel.
As businesses increasingly look to technology to improve efficiency, Craul believes there is one element they must not lose sight of: the human connection. “Hospitality is not a service; it's a gift that inspires connection, loyalty, and lasting success.” For businesses that believe technology can replace the human side of hospitality, Craul has a clear warning: tasks can be automated, but a genuine heart-to-heart connection cannot be replaced.
Contact Info:
Name: Bruce Craul
Email: Send Email
Organization: Hospitality Services Group
Website: https://www.thehospitalityservicesgroup.com/
Release ID: 89208527
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Source: MarketersMedia
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