Episode 14: The Hotel Florist’s Guide to Winning Corporate Clients
In this episode, Debra chats with international floral strategist and founder of The Hotel Florist, Franceska McCaughan, about building a sustainable floristry business beyond weddings and one-off events. Franceska shares how she went from corporate burnout to Googling “how to be a florist,” and eventually discovered hotel and corporate contracts as a way to create reliable, scalable income. She explains what hotels and luxury venues are really looking for (brand stewards, not just “pretty flowers”), how to approach general managers in person and why asking for a clear budget is non-negotiable if you want to run a profitable florist shop.
They dive into practical ideas for corporate floristry in all kinds of locations—hotels, long-term care facilities, banks, law firms, independent retailers and more—and the importance of contracts, boundaries and simple systems to manage weekly or monthly subscriptions. Throughout the conversation, Franceska comes back to mindset: deciding to treat yourself like the CEO, ditching free “sample” arrangements, planting seeds with consistency and backing yourself so you can actually make money as a florist. Perfect listening if you’re running a florist shop (or dreaming of it) and want to learn how to be a florist with steady income through hotel and corporate work.
More about Franceska and The Hotel Florist
Franceska McCaughan is an international floral strategist, hospitality consultant, and the visionary behind The Hotel Florist®—a global brand transforming how florists and hotels collaborate. With a background in hotel operations, sales, and luxury event management spanning three continents, Franceska merged her passion for flowers, design, and travel into a multimillion-dollar niche business now recognized across the floral and hospitality industries.
instagram @thehotelflorist