Franceska McCaughan
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.
What began as a small studio in Dubai evolved into a floral empire serving five-star hotels, luxury brands, and royalty. Franceska has now helped florists around the world generate over $8 million in hotel floral contracts while consulting with iconic hospitality groups to develop floral brand strategy from the ground up.
She’s also the creator of the Hotel Florist® Profit Method, a signature certification and mentorship program empowering floral designers to move beyond weddings and into consistent, high-value floral partnerships with hotels. Her work has been featured in Modern Luxury Magazine, Voyage Dallas, Authority Magazine, and on top industry podcasts including Team Flower, Mornings with Mayesh, and The Activator Podcast.
But Franceska’s story didn’t start in flowers. It started in survival.
After entering the foster care system at age 12, Franceska went on to earn a full-ride scholarship to a tier-one university, graduating Magna Cum Laude with a degree in Hotel & Restaurant Management. By 24, she had built an international cigar company from scratch. And since then, she’s built multiple businesses, self-published a best selling book The Hotel Florist Profit Method, authored a best-selling memoir SurThriving, and became a voice of reclamation for women ready to rewrite their stories on their own terms.
Now based in Europe, Franceska splits her time between designing immersive floral experiences for luxury hotels, mentoring high-achieving creatives through her coaching brand, and documenting her next bold chapter: buying and restoring a château.
She’s a Certified Human Design Reader, a fashion-loving minimalist, a fierce advocate for personal reinvention—and she still thinks flowers are nature’s proof that perfection exists.
Show Notes
I liked Franceska’s attitude when she started her flower bars. She used the opportunity to learn about flowers and test new ideas. She may have not have made a profit, but she did gain knowledge and experience.
Franceska thinks it’s a good to throw ideas at the wall and see what sticks. You don’t know what will work until you try something and test the waters.
Don’t focus on what you’re not, focus on your vision or the direction you're heading.
Franceska’s business began to change when she embraced the profit first mentality. Thinking about profits first will help you make choices that grow your bottom line.
You can always make more money, but you can’t make more time.
When looking at your business, it’s important to consider sales goals then break them down in monthly or weekly goals with your minimum budgets as you reach out to clients.
Don’t be afraid to say no, all no means is not right now. We’re so scared of rejection that we choose regret instead.
When making personal connections with new clients, they might not remember the name of the company, but they will remember the experience.
Franceska also mentioned that she doesn’t quote a job without a budget. You potentially could end up waisting your time and your customers.
It’s good to under promise and over deliver.
When giving free flowers, you set the tone by cheapening your work.
