The best hospitality professionals have a habit of making members wonder, "How did they know?"

Maybe your favorite table is ready without asking. Someone greets your guests by name. Your favorite flavor of Gatorade appears just as you finish the ninth hole on a hot afternoon. Your usual workout equipment is already set out before your fitness class begins.

It can feel like a magic trick.

The truth is, it isn't magic, it’s intentional. It’s anticipation.

The World's Best Hospitality Teams Don't Wait to Be Asked

In his bestselling book Unreasonable Hospitality, Will Guidara shares stories from his time leading Eleven Madison Park.

His team became known for doing something unusual before guests even arrived. They would learn everything they reasonably could about them, sometimes with a simple Google search.

If a reservation was made for an anniversary, or other milestone, they paid attention. Previous visits, and conversations with the reservation team became opportunities to create an experience that felt personal instead of generic. They weren't trying to impress with expensive gestures. They were trying to make people feel known and that's a very different goal.

Private Clubs Have an Incredible Advantage

Unlike most hotels or restaurants, clubs serve the same members week after week, year after year. You already know birthdays, favorite tables, preferred tee times, family members, golf groups, tennis partners, their favorite college football team (I have learned in my travels with RCS to the South, this is a big one!), and countless other details. The information is already there. The question is whether we're using it.

A member who always orders unsweetened iced tea shouldn't have to ask for it every visit.

A golf professional who knows a member's son is home from college can ask how his semester went.

A front desk attendant who remembers an upcoming vacation can ask how the trip was when the member returns.

None of these moments cost anything. Yet they often become the interactions members remember most.

Anticipation Begins Long Before the Interaction

Great anticipation doesn't happen by accident. It often starts during a five-minute pre-shift meeting.

Who's bringing guests today? Which members are celebrating? Is there a tournament that will affect parking? Will the weather change today's operations? These quick conversations help every department stay one step ahead instead of one step behind. Think of a daily huddle as connecting the dots before members arrive. And Food and Beverage isn’t the only team that can take value from these brief check-ins each day. Every department can benefit by reviewing the day’s activities, members on the tee sheet or allergies for the kids attending swim camp.

The Best Clues Are Right in Front of You

Members constantly tell us what they need. Sometimes with words, sometimes without them.

A family arrives at the pool carrying armfuls of towels, toys, and enough snacks to survive a weeklong expedition. Noticing this and offering help before they're carrying a beach bag in their teeth, helps the family feel comfortable and important.

A member walks into the golf shop staring out the window at approaching storm clouds instead of browsing merchandise. A quick weather update is probably more valuable than a sales pitch.

A guest enters the club carrying a laptop bag and looks hurried while checking their watch. A team member steps forward with, "Good morning! Are you headed to a meeting? Allow me to show you to the room?"

Hospitality isn't about reading minds. It's about reading moments.

Listen for the Details That Matter

Some of the best opportunities to personalize an experience happen during ordinary conversations.

"My grandchildren are visiting this weekend."

"I’m playing golf with my college buddies tomorrow."

"We've invited another couple to join us."

Those aren't just comments. They're opportunities. One conversation can create personalized touches across multiple departments when teams communicate well. This is how anticipation becomes a team sport.

Pay Attention Like It Matters

One of my favorite questions during a recent training was a simple one:

"What do you notice?"

The answers revealed dozens of opportunities that were hiding in plain sight. The art of anticipation isn't about grand gestures or expensive surprises. It's about paying attention. Noticing. Listening. Sharing information.

Will Guidara's team worked hard to learn about guests before they arrived because they understood a simple truth: people love feeling known.

Private clubs have an even greater opportunity. Your members have already given you the pieces. The art isn't finding them. It's remembering to use them.

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About the Author: Chris Sarten