Hospitality as differentiated services in Brazilian private hospitals

Purpose - The objective of this study is to assess the role of differentiated hospitality services considering the perspective of Brazilian accredited private hospitals. Design/methodology/approach - In-depth interviews were applied to 10 hospitals top management executives (C-Suite level) having as support unstructured data collection routine exploring the issues: main client of the hospital, differentiated hospitality services (DS), hospital board expectation about DS, brand building, service charging policies and nonfinancial results. Findings - Results indicate the interviewed institutions are adopting gradually a new business model in healthcare, in which an empowered patient and his/her needs and satisfaction is gaining relevance. This new conception having hospitality services as a base is transforming a former medical focused sector into a competitive business-oriented approach. Research - limitations/implications The nonprobabilistic nature of the sample does not permit statistical inference of results to the population; they are valid only for healthcare management exploratory insights. Practical implications - Coming from the hotel sector, hospitality amenities are turning into strategic instrument and provoking competition in a segment of hospitals targeting upper-middle-class clients, able to afford higher healthcare insurance premiums. Social implications - In the new business approach, the patient that in recent past was passive is increasingly getting attention and bargaining power. Originality/value - The main contribution is centered on the comprehension of an international dynamic in Brazil of a new business model that is changing a traditional sector, once focused in medicine and healing into a market-oriented business.