A good set of questions protects you from a costly mismatch. Here are the ones that matter most.
There is no shortage of hospitality consultants in the market. Experienced operators who have transitioned to advisory. Academics with research credentials. Consultants from the big firms. Each brings something different to the table.
These ten questions will not guarantee a perfect hire, but they will eliminate the wrong ones.
1.What did you do before you started consulting?
This is the most revealing question on this list. Consulting experience is not the same as operational experience. The answer tells you whether this person has actually built or run something, or whether they have only advised on it.
2.Can you show me two or three projects that are genuinely similar to mine?
Not your most impressive projects. The ones that are most comparable to the specific characteristics of your project. If they cannot point to comparable work, they are not the right fit.
3.What went wrong on one of those projects, and what did you learn from it?
This question separates people who have genuinely reflected on their work from those who are simply selling you a narrative. Listen carefully to the answer.
4.Who will actually do the work?
In larger firms, the partner who presents is often not the person who delivers. Ask directly. Ask for names. Ask about their experience. The quality of the engagement depends on the quality of the people doing the work.
5.How do you handle disagreements with your clients?
You are not hiring an advisor to tell you what you already think. The best consultants are willing to push back. Listen to how they describe this dynamic. If they describe themselves as always aligned with clients, that is a warning sign.
6.What does success look like for this engagement, and how will we measure it?
If a consultant cannot answer this clearly, the scope is too vague. Good advisors define success upfront. Vague engagements tend to drift and disappoint.
7.How do you manage your time across multiple clients?
Boutique and independent consultants typically work across a small number of clients at any given time. Larger firms often have consultants juggling many simultaneous engagements. Understand what model you are getting into.
8.What is your view on the operator market right now?
This is a diagnostic question. You are not testing for the right answer. You are testing whether they have a coherent point of view, whether they have thought about the market, and whether they can articulate a position with nuance.
9.How do you price your work, and why?
Retainer, project fee, day rate, success fee or some combination. Each structure has different incentives. Understand which model you are working with and why they have chosen it.
10.Can I speak to a recent client about their experience working with you?
References matter. A consultant who is confident in their work will provide them readily. A consultant who is evasive about this is a warning sign.