"Hospitality Is a Mindset" – A Conversation with Christine Friedreich

How does a space become an experience? When do guests truly feel welcome? And why is hospitality more than ever a key economic success factor today? In this conversation, entrepreneur, speaker, and self-proclaimed “Queen of Hospitality” Christine Friedreich shares her perspective: on the mindset behind hosting, invisible details, strong teams, and how businesses can make tangible outdoors what truly matters indoors. Because for her, hospitality is more than a job – “it’s an invitation to make the world a little warmer.” 

Meissl: You often speak about hospitality as a mindset. What exactly do you mean by that? 

Christine Friedreich: For me, hospitality is more than an industry, more than great service or luxury. Hosting – or hospitality – is a mindset: the way we encounter people. And it’s a strategy that every business can benefit from today. Especially in a world shaped by artificial intelligence, technology, and virtual networks, genuine human encounters become the decisive difference. This mindset starts with the individual and extends into companies and organizations – shaping teams, guests, and customers alike. 

Meissl: Does hospitality begin long before guests walk through the door? 

Christine Friedreich: Absolutely. Hospitality doesn’t start at the entrance. It starts on the phone, with the reservation, on the website. It’s reflected in tone of voice, pace, and the way I’m welcomed. And it’s not limited to hotels or restaurants – companies, shops, and service providers of all kinds can learn to treat customers as guests. When they do, every interaction becomes a moment of lived hospitality. 

Meissl: What are the invisible yet decisive details that make a place inviting – indoors and outdoors? 

Christine Friedreich: It’s the small, often invisible details: the right lighting atmosphere, the conscious and harmonious placement of elements, materials that feel good to the touch, or simply a reduction to what truly matters. Less is often more. Especially in reception areas, clarity has far more impact than brochures and visual overload – it creates space for real encounters. Outdoors, it’s about creating a sheltered, flexible space that invites people in – with light, warmth, and materials and colors that fit the business. Elements that say: you are welcome here. 

Meissl: Why is the “outdoor” space in gastronomy and hospitality more than just a terrace for you? 

Christine Friedreich: Because outdoor areas have become an extension of the guest space. Especially here in Austria, fresh air is a treasure and a major reason international guests come to visit. More broadly, people want to eat, celebrate, linger outdoors – and feel comfortable doing so. Those who manage to design these spaces to be flexible, cozy, and weather-independent don’t just create more seating; they create real experiences. And that has a measurable impact on revenue and occupancy. 

Meissl: You say that spaces themselves can be hosts. What do you mean by that? 

Christine Friedreich: Before a single word is spoken, we already sense it: Am I welcome here? Do I feel comfortable? Spaces communicate. They tell us whether someone has truly thought things through. Some of this we perceive consciously, some unconsciously. We also sense whether people enjoy working there and genuinely like welcoming guests. Host-like spaces surprise us. They provide orientation and convey atmosphere. Anyone can achieve this – with sensitivity, reflection, and an eye for details that fit their business. And again: less is more. 

Meissl: What role does flexibility play in hospitality today – especially with staff shortages, changing weather, and evolving guest expectations? 

Christine Friedreich: Flexibility is the key to success – but not in the sense of “making everything possible.” It’s about an inner attitude. When teams share common values, responding to challenges becomes much easier. You don’t need rigid checklists; you need a shared understanding of what hospitality means. This creates spaces where both teams and guests feel equally welcome and adaptable. 

Meissl: When you enter a business, what tells you immediately whether genuine hospitality is being lived? 

Christine Friedreich: I usually feel it in the atmosphere – in the energy. Whether there’s a real team working together with shared values, or whether something feels off. Soon after, small details reveal whether there’s a clear line and mindset: how the team collaborates, the quality of materials, the origin of products, the way details come together. It’s like a puzzle forming a coherent picture. That’s how I know whether someone has truly reflected – whether there’s a common thread, and whether I’m seen as a person, not just as a customer. 

Meissl: Many people equate hospitality with service. You emphasize mindset. What changes when you think that way? 

Christine Friedreich: Service is black and white. Hospitality is colorful. When businesses focus solely on service processes, everything may be done correctly – but it often doesn’t touch people. A hospitality mindset gives teams the freedom to act authentically and take responsibility. To occasionally deviate from the norm when it benefits the guest. That’s the difference between a place that functions – and a place where I feel comfortable and want to return. 

Meissl: Was there a moment that captured the essence of great hospitality for you? 

Christine Friedreich: I’m thinking of two restaurant visits in Scandinavia. Both highly awarded, both expensive, both perfect. In one, we felt seen – as people. In the other, we were well taken care of, but anonymous. Years later, I don’t remember a single dish or wine pairing from either. But I remember how we were treated and the atmosphere. In one place, I left as a friend; in the other, as a paying customer. That’s the difference – and you can probably guess which restaurant I still talk about. 

Meissl: If you could give the industry three impulses for success as a host business in 2026, what would they be? 

Christine Friedreich: First: talk to your team. Find out together what genuine hospitality means to you and which values you want to live for yourselves and your guests. 
Second: focus on one detail and commit to it – then add another every three months. It could be a shared mindset, fresh flowers, lighting, or handwritten notes at check-in. Whatever you choose, live it consistently and stick with it. 
And third: ask questions. Your guests, your team, and yourselves. Good questions open spaces – and through genuine listening, ideas, relationships, and long-term success emerge. 

Meissl: Thank you very much for the conversation, Christine!