Working in hospitality can be a beautiful, exhausting, fulfilling, and confusing experience…all in the same day. One moment you’re creating unforgettable moments for a guest; the next, you’re wondering, “is this really what I’m meant to be doing with my life?”
If that sounds familiar, you’re not broken. You’re human. And you’re not alone.
This article explores how hospitality professionals (yes, even those on back-to-back shifts, juggling a dozen roles) can discover a deeper sense of purpose in our daily work. And I’ve written it inspired by the knowledge shared by Dr Julie Smith (clinical psychologist, bestselling author and content creator).
Purpose isn’t a lightning bolt. It’s a slow burn.
Too many of us expect purpose to show up in some dramatic, cinematic way. Like an epiphany. But as several thinkers and creators highlight, purpose is something we build over time, through attention and intention.
You don’t find it. You notice it.
Look back over your career in hospitality. Where were the moments you felt most alive? Most proud? Most connected to others?
Those are your breadcrumbs.
Find the intersection of what you do well and what others need
Hospitality gives you one huge advantage: Your job is already about serving others. But the real magic happens when you bring your unique skills into that service.
Are you the person guests confide in? Maybe your purpose lies in emotional connection. Do you love systems and order? Maybe your purpose is creating calm in chaos. Do you light up when mentoring new staff? Maybe your calling is to lead and teach.
Your purpose doesn’t have to change the whole world. but it should mean something to the world around you.
Purpose feels like service, but also like alignment
You’ll know you’re getting closer to purpose when:
- Your actions match your values
- You feel energised by your work (not all the time, but regularly)
- You’re more focused on contribution than recognition
hospitality professionals often struggle here because the job can sometimes feel like you’re always giving, with little coming back.
but that’s why it’s so important to define your own purpose—not rely on validation from guests, GMs, or Tripadvisor scores.
As Dr Smith puts it: “if you’re only building someone else’s dream, you’ll eventually feel empty. Even if you’re great at it.”
Turn your daily work into a craft
When you treat your role as just a set of tasks, purpose fades fast. But when you approach it as a craft (something worth mastering, evolving, and innovating) you infuse it with meaning.
Baristas become sensory artists. Concierges become storytellers. Spa therapists become healers. Housekeeping pros become creators of sanctuary.
You don’t need a new title. You need a new lens.
Your environment matters
if you feel undervalued, unsupported, or surrounded by toxic energy, even the most meaningful role can feel like a burden. Dr Smith is clear on this: environment isn’t everything, but it amplifies or crushes your purpose.
If your current team or company doesn’t align with your values, it’s okay to start planning your next step. Purpose isn’t about being loyal to the wrong place. It’s about being loyal to your growth.
Use micro-moments to realign
Even on tough days, you can reconnect to your purpose in small, deliberate ways:
- Take a breath before your shift and set an intention (“today, I want to make someone smile.”)
- Write down one moment that mattered each day. No matter how small.
- Remind yourself of a guest or colleague whose day you’ve truly improved.
Purpose doesn’t require big moves. It requires big presence.
Don’t aim for perfection. Aim for progress
No one wakes up every day feeling deeply purposeful. even the most successful hospitality leaders have off days, doubts, and burnout.
The goal isn’t to “arrive” at purpose like it’s a destination. It’s to build a life and career where purpose is possible…and increasingly present.
The hospitality twist: your work already is meaningful
Helping someone rest. Feeding someone well. Welcoming a weary traveler. Guiding someone through a wellness journey. These are sacred acts in disguise.
Hospitality may not always look glamorous on the surface; but it’s one of the most human industries there is. If you bring your full self into the work, your purpose isn’t far behind.
So, if you’re feeling lost, don’t wait for some massive clarity moment. Instead, start asking:
- Where do I feel most alive in my day?
- What does the world need more of that I can offer?
- How can I align what I do with what I believe?
Answer those honestly, and take one small action today. That’s how purpose begins. and that’s how meaning finds its way back into the lobby, the spa, the kitchen, or the front desk.
