From hotel school to Strategic Stakeholder Engagement: it may seem like a big leap, but the step is not as strange as it sounds. According to our colleague and senior advisor Bas Liebeek, who followed this career path himself, this is because the two fields overlap strongly at their core. Bas even argues for further integrating the ideas behind ‘Hostmanship’, a combination of hospitality and craftsmanship, into our work as stakeholder managers.

When I look at a platform like LinkedIn, I am struck by how differently the careers of my hotel school classmates have turned out. A few actually chose a job in the hospitality industry, but most eventually ended up in education, government, services or consultancy. That last one may seem far removed from the warmth and hospitality we once learned together, but the gap is smaller than you might think: in our field, too, it ultimately comes down to people who want to feel seen and welcome.

As process facilitators, advisors and trainers in stakeholder engagement, we can make a positive contribution to building healthy and lasting relationships with and between stakeholders. As a former hotel school student, I would like to make the case for giving the ideas behind ‘Hostmanship’ a stronger role in our work, so that we can make an (even) greater impact.

The Art of Feeling Welcome

Hostmanship, a term coined by Jan Gunnarsson and Olle Blohm (2003), combines the concepts of hospitality and craftsmanship. Hospitality refers to the warmth and attention with which you receive another person. Craftsmanship refers to the precision and dedication with which you practise your profession. Together they form Hostmanship: the art of creating a profound sense of welcome, grounded in professional skill. (Wherever ‘man’ appears in English terms such as hostmanship and craftsmanship, it should of course also be read as ‘woman’.)

The aim of the Hostmanship philosophy is to create that sense of welcome. This applies to everyone you work with: colleagues and partners, but also clients, project initiators and other stakeholders.

So is Hostmanship the same as providing a service? No. Service is transactional and focused on the recipient: as long as the other person is satisfied, you have done your job well. Hostmanship, by contrast, focuses on you as the provider and continues after the other person has left. Both require stakeholder sensitivity. Service ends as soon as the other person is satisfied, whereas the sense of welcome created by Hostmanship stays with them.

Hostmanship: A Fundamental Attitude and a Skill

Hostmanship is more than a skill you use as an advisor, process facilitator or facilitator; it is a permanent attitude that you can also adopt as a participant or guest. It is about building relationships and creating conditions in which people can come closer together. In my view, this is also essential when working on joint solutions in complex societal projects.

Six Pillars of Hostmanship

Hostmanship is based on six pillars, all of which contribute to a culture of service and responsibility. A selection from Gunnarsson and Blohm’s theory:

This may sound very general and theoretical, but to me, Hostmanship really is the way you look at your process: a mindset that encompasses the entire experience of a participant as well as that of the initiator or host. Think, for example, of:

• Creating an open and inviting environment where all voices are heard;
• Arranging practical details such as a room with a pleasant temperature, comfortable furniture and good lighting;
• Greeting people at the door, welcoming them personally and being available for questions;
• Taking into account allergies, dietary requirements and religious holidays, for example;
• Knowing participants’ names and being attentive to their needs.

Each of these is a small gesture. Together, they shape how a participant experiences the entire process, from the invitation to the follow-up. In this way, Hostmanship gives you a frame for looking at your process through the eyes of the other person.

Building Trust

I believe that, in addition to strategic skills, project management, creativity, problem-solving and communication skills, effective SSE professionals need strong interpersonal skills such as empathy and the ability to build trust. Hostmanship can act as a catalyst here: after all, you build trust by, among other things, paying attention to others, keeping your promises and demonstrating expertise. Each of these is an expression of the pillars Showing Consideration, Taking Responsibility and Applying Knowledge. Hostmanship broadens your perspective to include the whole person and the full experience of a stakeholder. It is a way of translating ‘paying attention to others’ into behaviour that the other person can genuinely feel. This makes Hostmanship a fundamental attitude that almost automatically generates trust: those who are of service, take responsibility and seek dialogue are naturally seen as reliable partners.

Facilitating Processes Effectively

To facilitate complex, large-scale processes, you need to be able to understand and steer group dynamics. Working and living according to the Hostmanship philosophy makes it possible to create an open and inviting environment where all voices are heard and where there is room for honest dialogue and joint decision-making. This helps to defuse conflicts and fosters inclusive and productive group dynamics. What is essential here is that you take seriously what you do and not take to seriously who you are. After all, it is not your job title that makes the difference, but how you fulfil the role.

Conclusion

I would encourage all my fellow professionals to embrace the Hostmanship philosophy more fully and to apply it in building positive and lasting relationships with and between stakeholders. By integrating Hostmanship into their standard way of working, SSE professionals can not only improve their interpersonal skills, but also build trust, facilitate processes effectively and create lasting relationships. Hostmanship is more than a skill; it is a philosophy of life that helps professionals excel in their field and make a real impact in the complex challenges we face.

Senior consultant

Bas Liebeek

As a senior advisor, Bas helps organizations resolve complex, strategic challenges involving many different stakeholders. In doing so, he combines his background in business administration with a passion for stakeholder-oriented working. Bas is also co-founder of the Proef op de SOM podcast.