What Nigeria’s hospitality industry still underestimates about guests, says Murphy

Nigeria’s hospitality sector has grown in recent years, with new hotels, restaurants and lounges opening across cities such as Lagos and Abuja. Event spaces continue to attract domestic and international visitors, and investment in infrastructure remains steady. However, growth in capacity has not always translated into alignment with what guests say they value most.

Omoruan Samson Murphy, Lead Consultant at Murphy’s Pro, said that despite expansion across the sector, guest experience is often not given sufficient strategic attention.

“Despite this momentum, the guest experience remains a persistent challenge that is often undervalued in strategic planning,” he said. “As competition intensifies, operators must shift focus from transactional service to strategic experience design to ensure long-term sustainability.”

According to Murphy, many operators prioritise design and branding while overlooking four needs that influence how guests perceive value: predictability and transparency, emotional safety and respect, consistency across service touchpoints, and respect for time.

For many guests, hospitality begins with booking and arrival. Yet unpredictability in pricing and service scope continues to generate complaints. Advance reservations are sometimes not honoured. Extra charges may not be clearly explained before payment. Policies can vary between staff members on different shifts. Hospitality reviews often describe confusion at check-in and dissatisfaction over unexpected fees.

Murphy noted that this unpredictability weakens trust. Guests, especially those travelling for business or official purposes, want clarity on what they will pay and what they will receive. Transparent communication reduces disputes and increases the likelihood of repeat visits. When expectations are clearly set and met, loyalty becomes easier to build.

He also stressed that service quality extends beyond completing tasks. It is shaped by how guests feel during each interaction. Reports from hotel and restaurant patrons show that dismissive or impatient behaviour from staff can affect the overall experience. Some guests have described service being delivered “as a favour” rather than as a professional obligation.

Emotional safety, Murphy explained, means treating guests with dignity, respect and patience. This sense of being valued influences private recommendations and public reviews. He said training in emotional intelligence and customer engagement should be treated as a core business requirement rather than an optional addition.

Consistency remains another challenge. In some establishments, reception may operate smoothly while restaurant or bar service falls short. Guests who move between departments within the same venue sometimes report noticeable differences in service approach and response time.

Murphy said consistency is not about rigid uniformity but about reinforcing the same brand promise at every touchpoint. Where competition is high and guests have alternatives, uneven service delivery can affect repeat patronage and online ratings. Ensuring alignment across departments and shifts requires structured processes and clear internal standards.

Respect for time is also central to guest satisfaction. Business travellers often manage meetings, flights and fixed schedules. Delays in room preparation, slow responses to service requests and poor coordination between departments can disrupt these plans. Complaints frequently centre on long waiting periods and lack of communication about delays.

Murphy stated that guests interpret poor time management as disregard for their priorities. Respecting time does not mean rushing service; it means designing processes that anticipate needs and communicate honestly when delays occur. Structured guest feedback systems, he added, can help operators identify recurring service gaps and address them before they become patterns.

As Nigeria’s hospitality industry continues to expand, Murphy believes that addressing these four needs will determine which operators achieve sustainable growth. Investment in buildings and branding alone will not secure long-term loyalty.

“Hospitality is not a by-product of investment alone,” he said. “It is a discipline of experience design that bridges operations with genuine human connection.”

With more choice available to travellers and more reviews shaping public perception, operators who strengthen transparency, emotional intelligence, consistency and time management may define the next phase of growth in Nigeria’s hospitality sector.