For hospitals to succeed and excel in today's evolving healthcare marketplace, business as usual will not cut it. Government policy, CMS (Centers for Medicare and Medicaid Services) reimbursement, payer processes and procedures, and an aging and increasingly unhealthy population will continue to do what they want, largely free of influence from you or your institution. However, providing a positive experience — treating your patients as guests and putting the hospital into hospitality — is one of the ways for you to achieve a level of control in an environment that is increasingly out of control.