Our Story

bē was founded in 2016 by John Fingleton, a passionate Hospitality professional with more than 25 years of experience. Back then, he had the simple goal of helping people find their way in the hospitality industry while working with nurturing and caring organisations who seek to build stronger and highly trained teams committed to delivering and exceeding guests’ expectations. We set out to achieve this by gaining an in-depth understanding of both the needs and desires of the people and organisations in the industry and working with their best interests at heart. Listen to our co-founder, John Fingleton, share his unique perspectives on bringing about a positive change in the Hospitality industry through bē.

Our Philosophy

We put people first

We recognise that Hospitality runs on passion, motivation, and dedication. The key is to ensure that people enjoy their jobs so much that commitment and excellence come naturally. In organisations, this happens when each person in the team feels purposeful and motivated. The secret sauce behind returning guests is more than just grand properties – it lies in the simple act of investing in people. We make this happen by fostering relationships between people and businesses in this field.

We focus on creating lasting partnerships

We recognise that there are clear benefits of playing the long-term game for the people and organisations we work with. When it comes to career management, organisations must be committed to passionately and professionally training their people. This needs to happen despite the possibility that they will leave them to work with someone else, but quite possibly return to them in the future in a more senior role. For the people, it’s about being committed to spending at least 18 months in a role developing the skills and experience needed to be ready to take the next step forward in their career when the correct position is available.

We believe that Hospitality is all about exceeding guests’ expectations

We know that success in hospitality is inseparably tied to turning your random customers into brand ambassadors. Just meeting customer expectations is not enough; you need to be able to exceed their expectations and leave them with a burning desire to come back repeatedly with friends and family. The first step in this direction is to understand what guests really want – i.e. both their stated and unstated needs. The next step is to invest in building a motivated, passionate and committed team that delivers those needs every time.


We are on a mission to usher in a whole new way of looking at the hospitality industry.

Our mission is to inspire the people involved in Hospitality to build a more sustainable industry, i.e. one that focuses on the synergies between training and developing people who in return will deliver and exceed the guests’ experience. We achieve this by:

  • Creating a collaborative and synergistic fusion of people and organizations
  • Fostering a caring environment by being supportive and informative every step of the way
  • Leveraging our knowledge and experience to provide intelligent and unique solutions


Our vision is to build a better, smarter, and more caring Hospitality ecosystem in the near future.

Our vision is to ignite the transformation in the hospitality industry with innovation, partnership, and ecosystem-building activities. We achieve this by:

  • Anticipating the needs of partner organisations and aspirations of professionals

  • Sourcing a wide variety of talent from entry-level to senior management level

  • Creating blueprints for careers and seamless succession planning for clients


John Fingleton – The Soul of bē.

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