Picture this: You arrive at your summer holiday destination and step into an air-conditioned, exquisitely styled lobby, where you are greeted with a smile and a chilled glass of lime-infused water. A porter whisks away your luggage and a receptionist presents you with everything you will need for your stay. She already knows you want the WiFi password and to know when breakfast is, and reminds you that if she can be of any help at all, you simply have to ask. Great hospitality caters to your every whim, makes you feel enveloped in attention, whilst also leaving you space to center your thoughts and indulge your senses. In stark contrast, visits to the hospital can feel daunting. The atmosphere cold and sterile. Would it not make a difficult diagnosis and a challenging path to recovery that little bit more manageable if the atmosphere were more… well, hospitable?