Imagine you’ve been working on a new menu for months and, finally, today is the day! The kitchen’s ready, the servers are on point. But before a single plate leaves the pass, your guests have already been feasting—on that confirmation email, the risotto teaser on Instagram, and the whispers that your place is the place.
That is anticipation at work, and it is a powerful influence on the experience.
Savvy hospitality professionals understand that every touchpoint is a chance to spark excitement. Each detail, from the menu reveal to the server’s smile, becomes a small “dopamine appetizer,” priming the brain for the main event: a meal they’ve been eagerly anticipating. Hospitality isn’t just about the meal or the room—it’s about the anticipation leading up to it.
In neuroscience, there’s this wonderful truth: dopamine doesn’t just surge when we get the reward—it actually spikes in anticipation of it. Think of it as the brain’s way of saying, “Ooooh, something good is coming!” Long before the first bite, the brain lights up like a Christmas tree.
Research shows that anticipating an experience often delivers as much (sometimes even more) joy than the actual event itself. That’s why the days leading up to a vacation can feel almost as good as the vacation itself. And in hospitality, this window before the first sip, first bite, or first step into the lobby is pure psychological gold.
Hospitality Starts Long Before Hello
Too many restaurants and hotels think hospitality begins the moment the guest walks in the door. Wrong. It begins the moment they book.
That confirmation email? It’s not just logistics—it’s your first chance to prime the guest brain for delight.
The pre-arrival message? It’s the appetizer for the main event.
Even the act of scrolling through your Instagram feed? Yep, you’re shaping expectations and tickling those anticipation neurons.
When done right, these touchpoints extend the experience beyond the physical space. They transform a two-hour dinner or a weekend stay into a multi-day dopamine dance.
The Anticipation Economy
Marketers call it “pre-suasion.” Psychologists call it “reward prediction.” I call it “the foreplay of consumption.”
We’re wired to savor the before. Think of this as the “anticipation economy.” The right nudge before the visit doesn’t just heighten excitement—it shapes how the actual experience is perceived. When expectations are framed positively, the brain is biased to notice and remember the good stuff.
Here’s where it gets really interesting: anticipation also fuels loyalty. When a guest’s excitement is rewarded with an actual experience that matches or exceeds it, that boost of dopamine stamps the brain with a big sticky note: “That felt good! Do this again.”
Dopamine + Hospitality = Loyalty
That’s why guests return to the same restaurant year after year for their anniversary, or why loyal travelers insist on booking the same boutique hotel when visiting a city. It’s not just about the food or the bed—it’s about the emotional arc that started long before the first bite or check-in.
A Few Brain-Friendly Ways to Spark Anticipation
Paint the Picture Early
Do you send a confirmation email for reservations? Don’t just confirm a booking. Build excitement with sensory-rich cues: “We can’t wait to welcome you with a handcrafted cocktail and our house-made bread, fresh from the oven.” See what I did there? Dopamine appetizer.
Create Rituals Before Arrival
Hotels that send packing tips, playlists, or chef’s notes before check-in aren’t just being cute—they’re literally building neural runway for joy.
Use Micro-Surprises
A sneak peek of the dessert menu. A personal note from the sommelier. A fun behind-the-scenes video or photo of the kitchen crew. Each of these is a little dopamine ping that will prime the guest brain for a positive experience.
At the end of the day, anticipation is part of the experience. Guests don’t just show up—they build up. The email, the teaser photo, the warm note from your team: those are the sparks that make them imagine, expect, and look forward. And when you deliver on that promise? That’s when an ordinary night out becomes a story they’ll keep telling.
Dr. Melissa Hughes is a dynamic keynote speaker and author of Backstage Pass: The Science Behind Hospitality that Rocks. She’s known for blending cutting-edge brain science with contagious energy, humor, and heart. Melissa delivers unforgettable keynotes that spark mindset shifts, boost engagement, and drive measurable, lasting transformation.
