Bobby says hospitality is free. It's not. And hospitality does not directly generate revenue. But it does help generate repeat and referral business and that generates a return on one's investment in hospitality. Hospitality requires a mind set change for most people. That means training and ongoing reinforcement of the practice of hospitality. If people have idle capacity, then it is free to use that capacity to implement hospitality. But if you design idle capacity into your schedule to enable hospitality, then that's a real cost for hospitality. If you understand the value of repeat and referral business (including the cost of negative referrals), then it is much easier to budget for hospitality. That will make it easier to achieve Bobby's goal of making hospitality more common in America.
PSIA has a service model. Bobby makes a distinction between service and hospitality. But using his semantics, the PSIA model is a hospitality model. What Bobby asks for are things the PSIA service model already asks for. These are things I already do, but listening to Bobby has given me ideas for how to do more and how to do it better. Resorts can also enable hospitality by empowering staff to make their own hospitality decisions. At my resort this is part of the policy, but we can do a much better job of training new staff not only that this is ok but how to better identify hospitality opportunities and then implement them. And most importantly, we can do a much job of motivating staff to be more hospitable.
Many ski resorts are now using the "Net Promoter Score" method for surveying their customers and identifying ways to improve their product. If you believe Bobby, this approach gives you a method to measure your hospitality. It's more than just surveying your customers (guests!). It's an entirely new way to run your business. That should make Bobby happy.