CHAPTER 10

Service Is Purpose

There is no doubting that most countries face a daunting and challenging time ahead as businesses and economies are rebuilt. However, there is optimism about the long-term future and a strong belief that hospitality can play an important and central role in the future, in social and cultural sustainability, in tourism, in economies all across the world, and in breaking down barriers. It could, all together, mark the start of a new era for hospitality with both sustainability and service sitting very much at its heart.

In the United Kingdom, especially, service has never been a respected concept. It has been seen as being secondary but there is little doubt that service is growing and becoming more important all the ...

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