What does the hospitality industry—restaurants, hotels, and other service-led brands—have in common with your ESPP? One shared challenge: creating demand in a crowded, high-choice environment.

In this focus session, these experts will draw on their unique experience across both equity compensation and hospitality to share five proven, people-driven lessons that can be directly applied to ESPP design and communication. Borrowing from the hospitality playbook, this session focuses on how perceived value, accessibility, messaging, and social influence shape participation decisions.

KEY LEARNING POINTS:

• Apply hospitality-inspired thinking to ESPP design, including how employees perceive discounts, matches, and overall value.
• Learn how hospitality reduces friction and stays top of mind—and how those tactics translate to cash vs. cashless ESPPs and ongoing communication.
• Leverage messaging, exclusivity, and peer influence to boost awareness, enrollment, and sustained ESPP participation.