SEOUL, Nov. 28, 2023 — Hospitality takes on a whole different meaning at Genesis. Along with design and technology, it’s one of the three key pillars that distinguish the brand, an inclusive and considerate approach that seeks to genuinely welcome every customer and exceed their expectations. 

So much so, there’s a comprehensive set of guidelines called the Genesis Hospitality Model, which meticulously outlines how frontline employees of customer service around the world should dress, behave and communicate at Genesis spaces, from well before guests arrive to the moment they depart and fade out of sight.



Hosting ‘Son-Nim’ as ‘Ju-In’

To grasp the Genesis Hospitality Model, it’s crucial to first understand the underlying Korean culture, where guests are referred to as Son-Nim and the host is called Ju-In.

In traditional terms, a Ju-In is tasked with warmly greeting their Son-Nim and offering them the utmost attention and care. For workers at Genesis spaces worldwide, it becomes pivotal to embody the essence of being a Ju-In and treating each guest as a Son-Nim — hence, the significance of the hospitality model. 

By embracing this concept, workers can foster an environment of warmth, extend genuine hospitality and provide guests with transformative, emotionally enriching experiences. This, in turn, contributes to the brand’s distinct identity and establishment of sincere, lasting relationships. 

‘Meet,’ ‘Build’ and ‘See Off’ 

The Genesis Hospitality Model mainly comprises three parts: Meet, Build and See Off, covering the entire customer experience from the initial encounter to the farewell stage. The core of the three-step model resides in building a strong connection between the brand and each Son-Nim, rooted in the spirit of Korean hospitality. 



Stage 1: Meet 

This stage encompasses not only the moment of the actual encounter but also the preparation leading up to it, known as “Behind the Scene,” during which Genesis employees create a warm, welcoming atmosphere as they wait for their guests. 

In the Genesis Hospitality Model, guidelines are as specific as detailing how hands should be positioned when greeting customers. Known as the “Two Hands” position, men are told to place their right hand over their left hand, and women vice versa as per Korean tradition. 

When escorting a guest, employees are told to move in stride with their Son-Nim, but remain “one step ahead” when the guest doesn’t know the direction of the destination. 

Phrases like “You can sign here” and “Test drives are unavailable right now because we’re fully booked” must be avoided, according to the guidelines, and replaced with alternatives such as “Could you please sign here?” and “Test drives are booked up, but would you consider trying other product experiences?” 

Founded on the principles of respect, consideration and a positive attitude, each guideline strives to guarantee that every Son-Nim feels welcomed and comfortable within Genesis spaces. 

Stage 2: Build 

The second stage of the Genesis Hospitality Model is where meaningful, lasting relationships with Son-Nim are formed through unique storytelling, personalized services and immersive experiences. 

In this stage, employees are advised to show a genuine interest in their Son-Nim, in part by engaging in small talk that eventually circles back to Genesis cars. 

“I love the bag you’re holding,” reads an example in the guidelines. “I think it looks even more elegant with this Genesis color you’re looking at.”

Color, material and finish (CMF) is integral to the guest experience as it allows customers to explore a wide range of colors, materials and finishes available for Genesis products. 



Signature scents, sounds and tea, exclusively created for Genesis spaces, contribute to the multi-sensory approach of the luxury brand, cultivating an environment that appeals to guests on a deeper emotional level. 

Stage 3: See Off 

The last stage is where the Son-Nim is warmly seen off. Employees maintain a sense of connection with their customers until the very end by exchanging farewell greetings that promise future interactions. 

Once employees express their gratitude, check in on their Son-Nim’s satisfaction and convey their willingness to keep in touch, they open the door for the leaving guest and politely bow, making sure their “head and back are in a straight line.” 

The last gesture on the guidebook: “Try not to turn back around immediately after farewell.”



Global Hospitality Training Sessions

The Genesis Hospitality Model is universally implemented across all Genesis spaces through the efforts of the Genesis Space Experience Design Team, which conducts training sessions for the brand’s employees, ensuring that every Son-Nim is welcomed with the highest standard of hospitality. 

The sessions revolve around enhancing everyone’s “understanding of Genesis’ hospitality philosophy based on Korean sentiments,” stresses Hyeyun Claire Kim, the team’s head. 

This year, in-person training took place in Europe and Australia, with sessions in the United States, Canada, the Middle East and China scheduled for 2024. 

“It’s a process of contemplating and practicing how this philosophy can be applied at each stage of the customer experience journey,” Kim continues. “The Genesis Hospitality Model is more than just a set of guidelines. It’s about proactively exceeding our guests’ expectations with a genuine heart.”