"Pavement to Profit" is a hospitality wake up call, focused upon the Guest Experience, digging deep into what matters, what makes guests the way they are, what psychology, emotion, behaviour, goes on when a Guest experiences our venues; hotels, restaurants, cafes, bars.

And it "Pavement to Profit" questions what we do within hospitality to really recognise the Guest Experience and to improve it.

This is a prequel, a preamble about Guest Experience - GX. To get you thinking.

“About GX(Guest Experience)”

"What is GX — and why I am going to keep talking about it."

Hospitality has spent years talking about Customer Experience (CX) and Employee Experience (EX).

Both matter.
Neither explains what it actually feels like to be a guest.

Guests don’t interact with hospitality at arm’s length.
They enter it.

They arrive exposed, uncertain, emotionally invested — and they judge the experience long before service begins, and long after it ends.

That’s why I use GX — Guest Experience.

Not as a platform.
Not as a score.
Not as a process.

But as the emotional, psychological and sensory reality of being a guest.

GX is:
• how arrival feels
• how atmosphere shapes behaviour
• how small details signal care or neglect
• how memory is formed
• what guests carry with them when they leave

It’s not what the business intends.
It’s what the guest experiences.

And here’s the truth many of us hospitality businesses struggle with:

We don’t lose money because we don’t care.
We lose money because we misunderstand experience.

The guest journey doesn’t begin at the door.
And it doesn’t end there either.

Everything I share here — writing, talks, consulting — sits under this lens.

If hospitality wants to survive and develop,
it has to get better at understanding what it truly feels like to be a guest.

That’s GX.

We don’t need to be guest psychologists.
But we do need to understand Guest Experience deeply enough to stop working harder for diminishing returns.

Buaidh2025 is my thinking, Pavement to Profit is my voice.

pavementtoprofit.com

pavementtoprofit.co.uk

buaidh.org

Contact - ben@buaidh.org