Cool: Magnetism Matters in Hospitality
by David Klemt
We all know what it feels like to walk into a cool space. The room hums, the lighting hits just right. The music, the people, the energy…it’s magnetic.
But when we talk about cool in hospitality, too often we’re referring to aesthetic alone: the vibe, the lighting, and the playlist, among other details.
The truth? Cool isn’t just visual. And it’s not trend-chasing.
Cool is a collection of behavioral traits. When those traits are intentional, the perception of cool becomes strategic. In turn, that magnetism becomes a strategic element.
The Six Traits of Cool
Cool can feel elusive, but it’s not mystical.
Cross-cultural research has identified six traits that people consistently associate with coolness.
They are:
- Extraverted
- Hedonistic
- Powerful
- Adventurous
- Open
- Autonomous
Let’s break them down, and apply them to hospitality.
Extraverted: Show Up and Stand Out
Cool brands don’t hide in the background.
They communicate clearly, loudly, and often. They show up on social and in the community. Cool brands own their tone.
However, they’re not loud for the sake of making noise. It means that they own the room without apology.
Think confident service teams, guest-forward experiences, and spaces designed for connection rather than just consumption.
Hedonistic: Make People Feel Good
Let’s kill the negative spin on the word “hedonistic” right from Jump Street.
In this context, it simply means “pleasure-oriented.”
Cool brands create experiences that feel good. Not just pleasant, memorable.
Drinks that hit flavor and presentation. Lighting that makes everyone look and feel attractive. Flow that feels frictionless.
This is about sensory impact. It’s why people will choose your place even if another spot has better prices or faster service.
Guests aren’t really buying food or drink; they can make either at home. They’re buying the feeling you, your team, and your venue gives them. In reality, they’re buying your cool, expecting it to reflect onto them.
Powerful: Influence, Not Ego
Power in a hospitality setting doesn’t mean dominating the scene.
For a hospitality brand, power means having influence. That influence makes guests feel like they’re somewhere that matters.
Power shows up when:
- your venue sets trends instead of following them;
- your team leads with confidence and autonomy; and
- people talk about your space and brand when you’re not in the room.
A powerful brand doesn’t have to scream, it simply can’t be ignored.
Take the phrase, “real wealth doesn’t scream, it whispers.” Now, replace “wealth” with “coolness.” Do you believe someone when they loudly tell you that they’re cool? Or do you sense when they communicate it without having to say a word?
Adventurous: Show Some Edge
Cool brands take risks.
Try new menu items, new event formats, new collaborations. Don’t wait for permission, just do it.
However, keep in mind that risk and adventure don’t necessarily require recklessness. They simply require you to indicate, with confidence, that you’re willing to experiment publicly.
This could look like a pop-up collab with a neighboring venue. Hosting an event, a person, or a brand that’s never been seen or experienced in your market. Reinventing a tired night of the week with a totally new promotion.
Predictability is comforting, but adventure creates buzz. Be the buzz.
Open: Let the Culture In
Being open means staying curious to new ideas, influences, voices, and formats.
Guests notice when a brand is receptive, diverse, and dynamic. They reward that with their loyalty.
Openness in hospitality looks like:
- Welcoming feedback, and acting on it.
- Hiring for perspective rather than just experience.
- Rotating menus or programming to reflect seasonality and community.
Cool doesn’t look the same in every city or concept. Openness helps you localize your identity without diluting your brand.
Autonomous: Lead with Vision, Not Imitation
The coolest brands feel like they were born fully formed, even if we know the reality is messier and took years to perfect.
Why? Because they make decisions as themselves, not in response to what others are doing.
Autonomy shows up when your voice and values are clear across every touch point. When you stay consistent, even when competitors pivot. Your autonomy comes through when finally figure out what you’re not trying to be.
Hospitality is full of sameness. Cool stands out when it’s driven by clarity.
Why Cool Still Matters
Cool isn’t shallow, and it isn’t fleeting. Not when it’s rooted in these six traits.
Cool matters because it creates curiosity, conversation, and connection.
It’s what gets people to check you out, to take a risk and try you. That decision to try you is the first step to becoming a loyal guest, team member, or partner.
But remember that while cool can grab people’s attention and create energy, it’s not capable of creating sustainability on its own. You need systems in place to stabilize and scale.
A Few Reflection Questions
- What part of your guest experience feels truly cool right now?
- What parts feel tired, safe, or imitative?
- Which one of the six traits comes to your concept most naturally?
- Which one could you amplify intentionally this month?
Next Up: Quantifying “Good”
In the next installment, we’ll talk about the eight traits that make a brand feel good, the kind of hospitality that builds trust, reputation, and retention.
Until then, stay cool.
Image: Canva
