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Service design · Concept development · Keynotes · Interim
Better guest experiences.Every day.
We help hotels, restaurants and experience businesses develop their service and strengthen daily operations.
An initial call · 30 minutes · One concrete challenge
Service design in practice
From ambition to action.
Your guest promise becomes clear behaviours, with support and follow-up in everyday work.
Sample team tools · Arrival
Support for your next step.
Develop how you work, strengthen leadership or bring the team together around a shared perspective.
Service design
Develop how you work with guest interactions, from ambition to behaviours, routines and follow-up.
Start with Focus or explore our other approaches →
How the work takes shape
What should your guests experience, and what does the team need to do to make it happen?
- Design: define the experience you want to create and identify the moments that matter most along the guest journey.
- Build: clarify what the team should do, say and practise, with practical roles and routines.
- Implement: train the team and support leaders in preparing, coaching and following up.
We adapt the scope to your business, from a focused assignment to a broader development programme.
Concept development
From an initial idea to a coherent concept: audience, experience, offering and operations.
When you want to create or renew
For businesses creating something new, developing an existing operation or connecting a concept across multiple locations.
We clarify what the business should be, who it serves and why guests should choose it. Goals, scope and deliverables are tailored to the assignment.
Keynotes & workshops
Bring leaders and teams together around fresh perspectives on service, leadership and everyday guest interactions.
Explore the formats
For you, it’s routine. For your guest, it’s the first time.
Oscar Lindeberg explores how curiosity, judgement and collaboration bring a service concept to life in the guest interaction.
- Keynote: fresh perspectives that spark conversations about everyday guest interactions.
- Workshop: work through concrete guest situations and questions from your business.
- Leadership discussion: connect the ideas to how you lead, train and follow up on service.
Content and format are adapted to your audience and what you want to achieve.
Explore the keynoteInterim leadership
An experienced leader who steps in and takes operational responsibility through vacancies and change.
When you need a leader
A leadership role needs filling. A new concept needs to become reality. Or a change initiative needs to move forward.
- Lead daily operations: clarify responsibilities, priorities and collaboration.
- Develop the business: turn decisions into ways of working and support the team through change.
- Prepare the handover: document what needs to be carried forward and give the next leader a clear starting point.
Together, we agree on the responsibilities, goals and scope of the assignment.
Start with Focus over three months. For broader needs, explore Development or a tailored partnership.
What support would make a difference for you?
Book a call
A personal approach
Hospitality experience.
Hands-on support.
With a background in hospitality leadership, I connect strategy with what happens on the floor, helping businesses develop their guest experience and lead daily operations.
Depending on the assignment, I work independently or with a network of specialists.
More about me
I help hotels, restaurants and experience businesses turn their ambitions into what guests actually experience, and give teams the clarity, confidence and support to make it happen.
As founder of School of Service, I connect service design with hands-on hospitality leadership. My work starts with everyday situations: the arrival, the question nobody asks, the recommendation that could make a visit better. Together, we define what the guest should experience, what the team needs to do and how leaders can support it on every shift.
I work in four areas:
• Service design — translating the guest promise into clear behaviours, practical routines and training, supported by coaching and follow-up in daily operations.
• Concept development — shaping ideas into coherent hospitality concepts, connecting audience, guest experience, offering and operations.
• Keynotes & workshops — bringing leaders and teams together around service, curiosity and the everyday interactions that shape the guest experience.
• Interim leadership — taking operational responsibility during vacancies, openings and change, helping teams establish priorities and move forward.
My background includes leading Sandhamn Seglarhotell as CEO, developing and implementing F&B concepts across TUI’s international hotel portfolio, and working with hospitality businesses through School of Service since 2018.
I enjoy working where ideas meet operations: building teams, developing concepts and helping people turn a shared direction into something they can do, practise and improve together.
Depending on the assignment, I work independently or with a network of specialists. The scope can be a focused development project, ongoing support or an interim leadership role.
Have a guest experience or operational challenge you would like to explore? Let’s start with a conversation.
Ideas and experience
From the floor.
Let’s start with a conversation
What would you like to improve?
Bring one challenge from your guest experience or daily operations. In an initial call, we’ll explore your situation and a practical next step.
30 minutes. You don’t need a finished brief.