Across Asia, hospitals are rethinking the patient journey, borrowing from hospitality to stay competitive, especially in the race for medical tourists.
A woman steps into a hospital in Bangkok for a minor procedure. Before she even checks in, a uniformed concierge greets her with a smile, offers her tea, and hands her a tablet to confirm her details. In the waiting room, the lighting is soft, the chairs are plush, and the screens display estimated queue times.
This is not a five-star hotel. But it could be.
As clinical standards rise across the region, more hospitals are asking the same question: when quality medical care is a given, what makes one healthcare provider stand out from the next? Increasingly, the answer lies in something seemingly un-medical – the patient experience.
“The patient experience is not a trend, but a cornerstone of modern healthcare strategy,” says Dr Lohyd Terrier, Associate Professor at EHL Hospitality Business School. His research focuses on human-centred service design, and he’s part of a growing movement helping hospitals learn from hotels.
What ‘Patient Experience’ Really Means
Patient experience is more than a smiling receptionist or a quiet room.
“The patient experience goes far beyond a simple evaluation of the medical care provided and encompasses all the emotions and perceptions generated during the care process.” Dr Terrier explains.
“For example, the clarity with which a surgeon explains a procedure impacts the quality of the experience,” Dr Terrier elaborated. “If the doctor takes the time to explain a complex treatment to a child to put him or her at ease, that is part of the experience.”
The treatment is the same, but the emotions felt are more positive. From the bedside manner of the surgeon, to interactions with the staff, and even down to the perception of wait time for facilities, all these contribute to the patient experience.
The patient experience is now a strategic priority that impacts patient satisfaction, quality of care, and organisational performance, noted Dr Terrier.
That difference is now so important, hospitals are carving new roles and appointing chief experience officers – a role once exclusive to luxury hospitality.
The Hospitality Mindset in Action
Why hospitality? Because that’s the industry that mastered service. And patients today want more than outcomes – they want personalised, dignified, frictionless care.
“Patients are no longer the same: they have both more choice and more knowledge,” says Dr Terrier. “In addition to medical expectations, there are now significant service expectations.” This can be sorely lacking in the current healthcare landscape.
Have you ever felt like you’re just a number, shuffled from one department to another without any real consideration?
“Maybe in a hospital,” Dr Terrier quips. “but never in a hotel.”
Hospitals across Asia are now integrating small, meaningful touches with patients. Staff are trained to see themselves as ambassadors. That could mean walking a patient to the next appointment rather than pointing, or simply smiling at every interaction.
“By borrowing principles from the hospitality industry, healthcare organisations are trying to fill these gaps in service quality.” Dr Terrier shared.
When Tourism Meets Treatment
In the world of medical tourism, where patients fly thousands of miles for a procedure, experience is not a bonus – it is the product.
“In medical tourism, patients aren’t just buying a medical procedure; they’re buying a package of services that includes hospitality, comfort, and peace of mind.” says Dr Terrier.
This is where hospitals win or lose. Those that offer travel coordination, language support, and smooth logistics often edge out competitors offering the same clinical care. A welcoming environment and seamless operations help reduce anxiety — something every patient, especially one abroad, feels in spades.
For the same price and quality of care, the hospital with the best patient experience will be chosen.
Innovative Integration of Service Design into Healthcare
1. Redesigning hospital spaces
One major trend is rethinking hospital layout based on hotel design – think quieter zones, better signage, softer lighting.
This is driven in part by a desire to differentiate from competing facilities, noted Dr Terrier, but also by a recognition of the therapeutic value of comfort.
2. Medical concierge services
To deliver a superior level of continuity, hospitals are also looking to partner with third-party medical concierge teams who act as an extension of the care experience. These teams help bridge gaps between clinical and non-clinical touchpoints – from airport pickups to accommodation bookings and cultural translation – ensuring that the patient’s journey remains uninterrupted from arrival to recovery.
3. Personalisation of services
At Bumrungrad International Hospital in Bangkok, patients are assigned case managers who speak their language. Menus are adapted to cultural and religious preferences. Medical records are translated into the patient’s native language.
“Offering a service tailored to the patient’s clinical and non-clinical needs is one of the most important factors in improving the quality of the experience.” Dr Terrier explained.
Where to Begin: First Impressions Count
If there is one place to start, Dr Terrier says, it is with the people and the front door.
“A recent study showed the quality of staff interactions largely determines patient satisfaction during a hospital stay.” he explains. At EHL Hospitality Business School, they recently implemented these as part of a training course for retirement home staff.
Simply teaching staff to smile, introduce themselves, and ask if help was needed improved patients’ perceptions and quality of experience.
Then there’s the reception desk.
“Imagine a nervous, disoriented patient arriving and being immediately greeted by a warm, professional concierge,” he says.
“This can change the experience in the first few minutes.”
Tech That Supports (Not Replaces) the Human Touch
From AI assistants to app-based concierge systems, technology is reshaping service delivery. While some may worry that artificial intelligence will depersonalise care, the opposite is true when it’s used thoughtfully.
AI is not meant to replace the warmth of human interaction. Rather, it is a behind-the-scenes enabler that gives healthcare staff more time and bandwidth to connect meaningfully with patients. When routine administrative tasks like managing appointments, responding to common queries, or processing results are handled by intelligent systems, doctors and nurses can focus on the patient in front of them.
Dr Terrier points to Singapore’s NUHS app as an example. It allows patients to manage appointments, view results, and pay bills, cutting down waiting times and freeing staff to focus on actual care.
“These tools act like personal assistants, keeping track of appointments and freeing up staff from administrative tasks,” he says. Some even provide 24/7 live chat or voice assistants to guide patients.
The goal is not to automate empathy, but to make space for it.
A Hospital That Listens
What makes a hospital truly patient-centred today?
“A patient-centred hospital is one that meets the needs of the patient, not what we think the patient needs, but what the patient really needs.” says Dr Terrier.
That means empathy, listening, and co-designing experiences with patients in mind. Because in modern healthcare, experience is no longer separate from care. It is care.
