Today I’m not writing about one brand missing an opportunity to connect with a captive audience. This is about many brands missing out on these valuable moments, and I’m not sure why.

At its most basic definition, hospitality is “the friendly and generous reception and entertainment of guests, visitors or strangers.”

To the average observer, the two women approaching the front desk had just arrived for their stay and were ready to check in.

When we set out to evolve our agency, we thought a lot about consumer behavior—what they were doing, what they were talking about, where they were spending time.