buaidh2025
Buaidh is the thinking behind the work.
It is a philosophy concerned with thresholds, power, behaviour, and consequence — explored through essays, storytelling, hospitality, and modern narrative.
This site is an index of that thinking.
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“Buaidh is the thinking stance behind my work — a willingness to question received wisdom, look closely at lived experience, and follow the logic of what people actually feel rather than what systems say should be happening.”
For the time being Buaidh's focus is about understanding how people really experience hospitality,
and why every forgotten detail costs you trust, loyalty, and profit.
Hospitality doesn’t fail because people don’t try.
It fails because it misunderstands what’s actually happening in a guest’s mind.
Buaidh exists to fix that.
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our new hospitality lens, our podcast gives you what you need to truly understand the Guest Experience
What Is Buaidh?
Buaidh is a way of seeing.
For hospitality it is a lens that looks beyond ​customer service scripts, brand guidelines and operational checklists​ … and focuses instead on human experience.
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It’s about how people, customers, guests, employees​ form beliefs, read environments, feel emotion, judge effort, build trust and decide value, and often without consciously realising it.
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Buaidh sits at the intersection of: psychology, behaviour, emotion, environment, leadership, systems.
Because personal experience is not a sequence of tasks.
It is a story unfolding in our head.
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And that story starts far earlier — and ends far later — than most businesses think.
Buaidh & Hospitality
Buaidh doesn’t talk about hospitality as a performance.
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It talks about hospitality as:​​ emotional labour, psychological signalling, belief creation, trust transfer
Customer service is part of that — but it is not the whole thing.
A perfectly polite team in a broken system still delivers a broken experience.
And expecting exhausted, unsupported staff to create magic is not leadership — it’s fantasy.
Buaidh challenges the myth that service alone fixes everything, the idea that guests are “too picky”,
the belief that reviews are random,
the assumption that profit is disconnected from feeling
Experience isn’t soft.
It’s structural.
And when it’s understood properly, it becomes commercial.