The 6 Human Needs and How Hospitality Delivers Them
The 6 Human Needs, as identified by Tony Robbins, are core drivers behind human behavior. Robbins, a globally renowned life and business strategist, author, and motivational speaker, is known for helping individuals and businesses achieve breakthroughs in their personal and professional lives. He explains that humans have these needs in varying degrees, and our behaviors and decisions are driven by the desire to fulfill them. Intuitively, these needs make sense when we consider why we do what we do and the deeper motivations behind our actions.
When we talk about purpose—why your business exists beyond making money or serving food and drinks—this is a great place to start. What human needs does your business serve?
The incredible thing about hospitality is that it is uniquely positioned to serve all of these needs:
Certainty 🔒
The need for safety, stability, and predictability.
In hospitality, certainty is key. Your venue is a constant in your customers' lives. It’s always there, open and ready with a smile. Consistency is what makes customers feel secure:
The service is always warm and friendly.
Every dish, every drink is served perfectly—right every time.
Customers know what to expect, and that predictability avoids the discomfort of uncertainty.
Whether it’s their local pub, a favorite restaurant, or a go-to coffee shop, customers come back because they trust you to deliver stability in their busy, unpredictable lives.
Variety 🎢
The need for change, excitement, and stimulation.
While certainty is comforting, people also crave variety—something new, exciting, and different. Hospitality thrives here:
Seasonal menus, new drinks, and innovative specials keep things fresh.
Events, live music, themed nights, and collaborations with suppliers bring life to your venue.
Every new customer, new face, or new connection adds a sense of excitement.
In an industry where innovation moves quickly, we have the opportunity to surprise and delight customers with fresh ideas and experiences that keep them coming back.
Significance ⭐
The need to feel important, unique, and valued.
Hospitality businesses play a vital role in making people feel seen, appreciated, and significant. Think about it:
A simple smile when a customer walks through the door—whether it’s their first visit or they’re a regular—has a profound impact.
Recognising a customer’s preferences (“Your usual drink?”) makes them feel valued.
In a world where people often feel invisible, a great hospitality venue makes them feel noticed, acknowledged, and special.
From special occasions to the simple act of being remembered, you create moments that make people feel unique and valued.
Connection/Love ❤️
The need to feel close to others, form relationships, and experience love or belonging.
This is perhaps my favorite because it’s where hospitality shines the brightest. Hospitality businesses are spaces of belonging:
A couple spending quality time together over dinner.
Families celebrating milestones.
Friends reconnecting for a laugh, a cry, or just to be together.
But it’s more than that. Hospitality venues build communities:
Casual connections where people get to know each other through familiar faces.
Purpose-driven gatherings like book clubs, quiz nights, open mic events, or wine tastings.
Safe spaces for people who are lonely to come and feel part of something.
Every celebration needs a hospitality venue—weddings, birthdays, anniversaries, and wakes. Hospitality nurtures relationships and creates a sense of belonging in society.
Growth 📈
The need for personal development, learning, and progress.
You might not realise it at first, but hospitality venues provide countless opportunities for growth:
Animated conversations over a coffee where people share ideas, learn, and explore new perspectives.
Purposeful events, workshops, and talking groups hosted to educate, inspire, or help people connect around shared learning.
Whether intentional or not, your venue can foster growth and personal development—making it a place where people leave better than when they arrived.
Contribution 🌍
The need to give, help, and serve others.
This is where hospitality’s heart truly lies. At its core, the industry is about serving others—creating spaces where people can connect, celebrate, learn, and simply enjoy life.
We don’t just serve customers; we contribute to their lives:
Providing the space for special moments that matter.
Bringing joy to someone’s day through great service, food, and atmosphere.
Supporting the wider community with events, charity initiatives, or collaborations.
And beyond that, hospitality is what we do because we love it. It’s how we contribute to society—through hard work, passion, and the privilege of serving others.
Why It Matters
When I started my first business over 25 years ago, I didn’t think about this. I worried I was “just running a business to make money” (not a bad thing!). But I knew I wanted my business to have purpose—something that mattered beyond the bottom line.
Over time, I realised that my businesses served all these human needs:
Certainty for customers who knew they could rely on us.
Variety through new ideas and fresh experiences.
Significance by making people feel seen, valued, and important.
Connection by creating spaces of love, community, and belonging.
Growth through meaningful conversations and shared learning.
Contribution by serving others and creating something that impacted society.
Once I understood this, my businesses became more focused, more engaged, and more successful. It was easier to track what we were doing well and how we could improve. Everything felt clearer, and I loved what I was doing even more.
Start with Purpose
When you consider the 6 Human Needs, ask yourself: What human needs does your business serve?
Understanding this will transform how you think about your business. You’ll connect with your customers on a deeper level, engage your team with greater purpose, and contribute something meaningful to society.
In hospitality, we have the unique privilege of serving all these needs. It’s not just about food and drink—it’s about creating experiences that matter.
And here’s the amazing part: The 6 Human Needs apply to you too. When your business serves these needs for others, it fulfills them for you as well. You’ll find purpose, joy, and renewed passion for what you do.
Purpose makes hospitality easy.
If you want help discovering your purpose or creating a business that delivers on these needs, get in touch. At Kith & Kin, we’re here to support you. After all, Kith & Kin means family and friends—and that’s what hospitality is all about. ❤️
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