Building a respected hospitality brand requires more than excellent service and attractive spaces. The most successful hospitality companies understand that their reputation stems from consistent internal culture, guest experience, and community impact. Gianluca Sardo, who has spent years developing hospitality brands including his current role at The Glasshouse in New York, believes the foundation of any respected brand lies in how it treats its people and the lasting impression it creates for guests.
Building on Consistency, Care and Culture
According to Sardo, successful hospitality brands are built on what he calls the “3Cs” — consistency, care, and culture. “People will always remember how you made them feel when they visit your establishment, whether it’s a restaurant, an event space, or any other venue,” he explains. This philosophy begins behind the scenes. “Your team is your brand,” Sardo emphasizes, noting that strong brands grow from an internal culture where people are proud to work, develop, and represent the company. When that foundation is solid, guests and clients naturally experience the same sense of pride and care.
Sardo’s perspective is shaped by years of experience, mentorship, and continuous learning. “It’s a combination of experience and mentors, executive work, conversations with colleagues in other organizations, and industry research,” he says. He also highlights the importance of staying ahead of industry shifts without sacrificing authenticity, pointing to how leading brands “anticipate trends while staying true to who they are.”
Focusing on Purpose Over Profit
Every successful hospitality brand begins with a clear sense of purpose. “Every strong brand started with a why. What do we stand for? Why do we exist beyond profit, behind numbers, behind PNLs?” Sardo asks. Purpose, he notes, is not just feel-good marketing. It is what allows brands to connect deeply with both guests and employees. Sardo highlights three pillars that set standout brands apart: sustainability, cultural immersion, and community impact. “It’s not just about clients, but how you can impact your community, the people around you,” he explains. Still, he cautions that all the systems and standards in the world mean little if the human element is lost. “You need to remain true and human. Otherwise, you lose the brand identity and everything you have built,” he warns.
Investing in Your People First
When pressed for specific actions that create measurable results, Sardo doesn’t hesitate. “You need to start investing in your people first, because your employees are your greatest ambassadors.” The best brands create “a culture of belonging, growth and pride.” This means real investment – “competitive compensation, strong leadership, a culture of feedback and clear pathways for career development.” Building guest loyalty comes next, but it flows naturally from having engaged staff. The goal is creating repeat customers who become advocates for your brand, not just people who show up once.
Measuring Loyalty and Retention
Sardo’s methods produce real results at Glass House, which opened in September 2021. “I can say 80% of the team is still with us in different roles, they get promoted, they grow within the organization,” he shares. That’s remarkable retention in an industry known for high turnover. The customer loyalty numbers are equally impressive. “We build 30, 40% of returning clients to your locations. This is what we built over the last four years,” he explains. He’s watched this percentage climb steadily from 10 to 20 to 30 percent. His target is 45-50 percent, though he acknowledges “40% is a great result” and “very challenging already.”
He believes brands must anticipate rather than react to industry shifts. “You need to anticipate the trend. You need to be on top of the curve and don’t just wait until the train hits you,” he advises. This requires looking beyond your immediate competition to understand broader market movements. Planning ahead is crucial. “You need to prepare everything from now to six months out. You cannot wait until the last minute. You need to be six months ahead,” Sardo emphasizes. This timeline gives brands space to develop new offerings properly while maintaining their core identity. His final piece of advice focuses on authenticity. “Build a culture that reflects your brand. If you try to force the culture just to fit your brand, it’s not going to work.” Every person in the organization, regardless of their role, should understand and represent what the brand stands for.
Follow Gianluca Sardo on LinkedIn for insights on creating hospitality brands that last.
