Be My Guest
In a competitive and increasingly automated world, human connection has become the most powerful differentiator in business. Be My Guest / The Art of Human Connection captures the philosophy and methods that define Diego Masciaga’s work today as an international advisor and trainer to some of the worlds most respected organisations across hospitality, retail, luxury goods, aviation, professional services, and customer-facing sectors. Drawing on his extensive experience supporting leaders, teams, and businesses to strengthen service culture, Diego shows how emotional intelligence, attentiveness, and service excellence shape both customer experience and commercial performance.
His current practice builds on more than four decades in global hospitality, including over thirty years contributing to one of the world’s most respected Michelin-starred establishments. Combined with years of cross-sector consultancy, this unique perspective allows Diego to translate the principles of human connection into practical strategies that apply far beyond restaurants or hotels.
This book shows leaders, owners, and teams how to improve service, build trust, and create loyalty that drives long-term sales and success. Covering recruitment, team development, customer journey design, feedback, consistency, and leadership behaviour, it offers a practical, human-centred blueprint for organisations wanting to progress.
A compelling resource for customer-facing industries, universities and business schools, Be My Guest: The Art of Human Connection positions service not as an operational function but as a commercial strategy built on humanity, consistency, and the way people feel in your presence.
For more than forty-five years, Diego Masciaga has been a defining voice in global hospitality, service excellence, and customer experience. His influence spans continents and industries, shaping the way leaders and teams understand human connection, emotional intelligence, and the craft of attentive service. Recognised internationally as a legendary figure, Diego is one of only three individuals ever to receive the Grand Prix de L’Art de la Salle, the world’s highest distinction for front-of-house mastery. He was also awarded the Cavaliere Ordine al Merito della Repubblica Italiana (OMRI), Italy’s equivalent of a knighthood, for his exceptional contribution to the hospitality and catering industry. As an international advisor and trainer, Diego has worked with leaders, owners, and teams across aviation, luxury goods, retail, professional services, elite gastronomy, and boutique hotels. His clients include Mauro Colagreco, British Airways, BaxterStorey, GuestHouse Hotels, The Arts Club, The Macallan Estate, Claude Bosi at Bibendum, Mark Birchall at Moor Hall, MW Eat, and Whatley Manor, among many more.
Diego is the creator of The Art of Service Training Programme, a ten-module system delivered nationally and internationally to transform service culture, strengthen emotional intelligence, and enhance customer experience. His approach blends the human dimension of service - attitude, attentiveness, empathy, and connection, with refined operational practice that drives loyalty, repeat business, and revenue.
A sought-after speaker, Diego has delivered masterclasses at institutions such as Les Roches International School of Hotel Management, Lakefield Hospitality College, Nottingham Trent University, the Royal Academy of Culinary Arts, and the hospitality schools of Alma and Stresa and on the Gold Service Scholarship (GSS). His first book, The Diego Masciaga Way (2014), remains a key reference for professionals pursuing excellence.
Awards and Recognition
· Hospitality Golden Key Award, Les Roches, International School of Hotel Management (2023)
· The Chris Beaumont Special Award, Springboard (2021)
· Cateys Lifetime Achievement Award (2018)
· Maestro D'Arte e Mestiere MAM, Fondazione Cologni Mestieri D'Arte (2016)
· Professional Excellence Award, Gusto Italia (2015)
· Premio Speciale Alla Carriera, Le Stelle Sul Lade D'Orta (2015)
· Published book 'The Diego Masciaga Way' (2014)
· Cavaliere Ordine al Merito della Repubblica Italiana (OMRI) for services to the hospitality and catering industry, Il Presidente della Repubblica Italiana (2011)
· Academy of Food & Wine UK Restaurant Manager Hall of Fame, Academy of Food & Wine (2009)
· Grand Prix de L'Art de la Salle, Academie Internationale de la Gastronomie (2009)
· Master of Culinary Arts MCA, Royal Academy of Culinary Arts (2000)
Sarah Brennand is a leading authority in strategy, performance and sustainable success. An executive coach, international speaker and trainer, she works globally with leaders and organisations seeking to strengthen performance without compromising wellbeing. Founder of L7 Executive Coaching and Co-Founder of Illuminare Executive Education, Sarah brings deep experience from industry and higher education, advising senior professionals, executive teams and institutions navigating growth, pressure and change. Her work integrates Emotional Intelligence, Skilled Communication and The Resilience Advantage within her Balancing Act Calibration Model, now used by clients worldwide and in the book Balancing Act.