We touched down in Split travel-weary but buzzing, armed with two carry-on bags, four countries on the itinerary and a shared craving for sunshine and adventure. Over the next three weeks, we followed the coast through Montenegro, Albania and Greece, dodging ferry ramps, and swapping emails for espressos.

But beyond the scenery and swims, what stuck with me most was this: just how well small European businesses deliver on the things that really matter—service, soul, and standing out.

I brought home reminders of what really makes a customer feel connected, loyal and seen.

The first thing that hit me? The customer service.

No QR codes taped to tables.

No ordering on your phone while staff avoid eye contact.

In Europe, someone greets you, seats you, hands you a menu and tells you what’s good. It’s not “efficient”—it’s generous. It made me realise how much we’ve normalised outsourcing human interaction in Australia. But connection still counts.

The 14-dish rule

Take the restaurant we found in Sarandë, Albania. A small spot tucked into the backstreets, with one bold rule: if it’s your first time, you don’t order. 

You get the 14-dish tasting tray. No decisions, no substitutions, just a guided introduction to traditional Albanian food.

It was the best meal of our trip. Every dish came with a story—what it was, where it came from, why it mattered. We weren’t just eating. We were being educated, hosted, welcomed.

They stood out not just because the food was great—but because they had the confidence to do things differently. They knew that in a sea of identical menus, this bold, fixed-menu rule would make them memorable. And they were right.

There’s a lesson in that for any business: don’t just be good. Be distinct. Stand for something. Give people a reason to tell someone else about you. And if you can remove their decision fatigue in the process, even better.

The family business bundle model

Then there was Pollonia, Milos. We started each day at a tiny bakery with world-class Greek sweets and the best hot chocolate I had all trip. We called it “the office”—we’d sit in the garden, scroll through emails, plan the day.

One day, we needed a scooter. The hire place next door was run by the bakery owner’s son. When our beachside accommodation got too windy to sleep, we moved—next door again. Same family.

They had us sorted. Breakfast, transport, bed. All bundled, all local, all effortless.

It reminded me that small operators don’t need to do more—they just need to do smart. Are there complementary services your customers already need? Can you partner up or expand sideways? Being a one-stop shop for the right people is a powerful move.

A tale of two hosts

In Ksamil, Albania, our room was small but cleverly designed. It had a little couch, an Illy coffee machine that made Mark very happy, and—most importantly—a host who genuinely cared.

She wasn’t even in town, but checked in daily. When I asked about laundry, we came home to freshly washed clothes. When we needed a 6.30 am lift to catch a ferry, her cousin arrived with a smile and waved away our offer of payment. 

She didn’t ask for a review. She didn’t need to. We left one happily.

Contrast that with our host in Hvar, Croatia. Beautiful view, nice welcome, homemade cake. But when we left what I thought was a generous 8 or 9 out of 10 review, she followed up. 

She was upset. Wanted to know why we hadn’t given her a 10. It was awkward—and unnecessary. The room was fine but dated, and we’d rated it honestly.

It drove home a simple truth: don’t chase praise. Earn it. And don’t just meet expectations—quietly exceed them in the details that matter. That’s where reputation lives.

The beauty of flexibility

I booked most of our accommodation nine months in advance, taking advantage of Black Friday deals—some up to 38% off. But I only booked properties with free cancellation. That flexibility mattered. If we got a hot tip about a better beach, a more central location, we could shift. We didn’t—but knowing we could made me more relaxed.

In business, the same applies. Give people room to move. If you’re rigid, they’ll remember that. But if you give them options and treat them like grown-ups, you earn their trust.

The power of personality

We did free walking tours in Split, Dubrovnik and Tirana. All great. But Gaby in Split stood out: a high school history teacher who moonlights as a guide during the summer break. She was funny, sharp and full of unfiltered recommendations. She told us where she gets her gelato, where she eats lunch—no commissions, no kickbacks, just real talk.

And that made us trust her. And like her. And tip her more.

It reminded me that personality still matters. Especially in business. Don’t polish yourself into blandness. The right people will connect with you when you show up as yourself.

Europe gave me sunshine, carbs and a total recharge. But it also gave me a fresh perspective on customer experience: be warm. Be human. Be clear on what makes you different. And if you can serve someone an espresso and a surprise in the same sitting, even better.