In February, we asked experts to weigh in on creating an experience for One for the Road:
What is the most important part of the guest experience?
Hank Clark, vice president of operations, Marlow’s Tavern and Sterling Hospitality
I think the most important part of the guest experience is being "clean and well-timed." Just a few words, but so much goes into them. Rigorous daily routines, combined with well-trained, professional staff, deliver the kind of experience guests want, regardless of the concept or price point.
Heather Morrison, Co-Owner/Head of Hospitality, Restaurant Olivia and Dear Emilia, Denver, Colorado
The hello, the goodbye, and everything in between! A sense of genuine familiarity matters at every point of the experience, from the moment a guest walks in to the moment they leave. Guests want to feel seen and valued and creating that feeling is often simpler than it sounds. A warm welcome and a small moment of recognition can go a long way.
Just as important is meeting guests where they are while they’re with us. What we might consider the “perfect” experience, like a special bottle of red wine or a five-course tasting menu, isn’t always what the guest wants in that moment. The real goal is finding the right balance for each individual guest. It can be nuanced and sometimes challenging, but that’s exactly our job, and I genuinely love treating it like a game to get it just right.
Jules Comtois, Freelance and Event Bartender, Austin, Texas
The most important part of the guest experience is making the guest feel genuinely seen, valued, and cared for. Every detail matters from the way they’re greeted to how their drink is placed in front of them. True hospitality is rooted in attentiveness like anticipating needs before they’re spoken, remembering preferences, adjusting tone and energy to match theirs. It’s not just about flawless execution, it’s about emotional impact. Guests may forget exactly what they ordered, but they will always remember how they felt in your space. When service is intentional, warm, and detail-driven, it creates trust and comfort. That sense of being taken care of, not rushed and not overlooked transforms a simple transaction into a meaningful experience. Hospitality at its best makes people feel special without ever making it feel forced.
Sherri Jenkins, Mixologist & Resident Experience Curator, Tartan House, Louisville, Kentucky
The most important part of the guest experience is making every person feel like their time at the bar is a home away from home. Guests should feel welcomed into our humble abode and treated with the same warmth, care, and genuine hospitality we would offer someone invited into our own residence. Additionally, guests should be seen and treated exactly as that — guests. Not consumers. Not transactions. But human beings choosing to share a piece of their experience within our sanctuary. Success should be measured in the quality of welcome we extend. To host is a privilege. To serve is an honor. And the experience we create should reflect that at every touchpoint.
Nicola Siervo, Hospitality Veteran and Co-Owner of Mercante Ristorante & Piano Bar, Miami, Florida
From my perspective, the most important part of the guest experience is making someone feel like the most important person in the room. It's the personal touches that truly stick, like remembering a guest's name, asking about their recent trip and presenting an in-house bottle that reminds them of that experience, or knowing exactly how they like their steak cooked. It's about noticing that one guest loves the energy of the bar over a quiet booth or that they prefer a dirty martini rather than a vesper. This level of of attentiveness is what builds real loyalty. Guests feel genuinely cared for and appreciated, and that's what encourages them to return.
Alex Bridges, Co-Owner, Emmy Lou’s, Charlotte, North Carolina
Be nice to people, and they will enjoy their experience. This sounds very simple, but it really shapes so much of our decision making and how we approach hospitality at Emmy Lou's. We want the guest to feel as though we are on their side and their team. We're here for them, in whatever capacity that may call for, maybe it's helping them select a bottle of wine by taking the time to really understand what they're looking for (i.e., region, tasting profile, or price). Maybe it's joking around and making them feel at home and at ease. Maybe it's taking the time to hear about their day and what they have going on in their life.
Alexandra Tangen, Owner, KABIN, New York City, New York
For us, the most important part of the guest experience is the small, personal details. Knowing a guest’s name, remembering how they like their drink, and anticipating their order before they ask are what make people feel genuinely seen. At KABIN, we even have a martini named after one of our regulars, created exactly the way she likes it. Those thoughtful touches turn a good visit into a relationship, and that is what keeps guests coming back.
Ana Acela Perez, Co-Owner, El Puro Cuban Restaurant, Charlotte NC
As the owner of El Puro Cuban Restaurant, I truly believe the most important part of the guest experience is how we make people feel. Yes, the food has to be exceptional. Yes, the cocktails have to be balanced, the music has to set the tone, and the service has to be polished. But what guests remember, what brings them back, is the emotion. When someone walks into El Puro, I want them to feel transported. I want them to feel seen, celebrated, and cared for. Whether they’re on a date night, celebrating a birthday, closing a business deal, or simply enjoying brunch with friends, the experience should feel intentional and immersive, not just dinner, but a moment. For me, hospitality is not transactional. It’s personal. It’s energy. It’s ambiance. It’s the warmth when they’re greeted, the rhythm of the music, the aroma from the kitchen, and the way our team anticipates needs before they’re spoken. If a guest leaves saying, “I felt special there,” then we’ve done our job.
Dicky Hartono, Beverage Manager, Firefly Bar at Sindhorn Kempinski Hotel Bangkok
I believe that the most important part is the human touch - a genuine connection between the guest and the bartender or server. The connection between a bartender and the guest is what makes people feel special. We might create delicious cocktails, but if we fail to connect with guests, they likely won't remember us, making their return a 50/50 chance. However, a strong connection significantly increases the likelihood of them returning to our bar, and even the guest will recommend our bar to their friends, family, and business partners.
At Firefly Bar, we want everyone to feel special and connect with our team members. The details are very important: remembering your guest preferences, calling them by name, and most importantly, remembering their special day like birthday, anniversary, etc.
And of course, we must maintain all other factors, such as cleanliness, hygiene, furniture condition, room ambiance, and drink quality.
If we maintain everything and combine it with strong guest service engagement, we believe we will win our guests' hearts, ensuring they return to us again and again.
Marcela Jimenez, Managing Partner & Proprietor, Carta Wine Bar and Aperitivo by Carta, New York City, New York
For me, the most important part of the guest experience has always been ensuring our guests feel heard and seen. When a guest feels truly acknowledged, they develop a deeper connection with the space and enjoy their experience more.
While a high-quality food and beverage offering and a clean, cozy environment are essential, the quality of service is what truly keeps people coming back. Ultimately, how people feel during their interactions builds lasting loyalty.
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