24 Feb 2025
4 minutes
Why I Recommend This: The Power of Thoughtful Details
I used to believe excellent service was about efficiency—getting things done quickly, meeting expectations, and avoiding mistakes. But then I read Unreasonable Hospitality by Will Guidara, and my entire perspective changed.
True excellence in service is not about doing what is required. It is about going above and beyond in ways that surprise and delight people. It is about finding small, meaningful ways to make someone’s experience unforgettable.
Guidara built one of the world’s best restaurants by turning hospitality into an art form. However, the lessons from his book apply far beyond the restaurant industry. Whether you run a business, manage a team, or interact with clients, embracing unreasonable hospitality can set you apart in ways you never imagined.
This is how small, thoughtful gestures create a massive impact.
Why Most Customer Experiences Feel Forgettable
Many businesses offer adequate service, but very few provide memorable experiences. Here’s why:
They focus on efficiency over personalisation. Customers get what they expect, but nothing more.
They lack a culture of going the extra mile. Employees do what they are told, but rarely take initiative.
They see service as a transaction, not an opportunity. They miss the chance to create emotional connections.
The result? A business that is functional but forgettable.
The Cost of Average Service
Most businesses do not realise how much they lose by failing to create exceptional experiences.
Customers leave without a reason to return. If they are not emotionally connected to your brand, they will choose a competitor next time.
Word-of-mouth marketing never happens. People only share stories when something truly unexpected and delightful happens.
Employees lack passion. When a company does not encourage acts of generosity and care, the work feels transactional.
If you only meet expectations, you will never stand out.
How Unreasonable Hospitality Changes Everything
Will Guidara transformed Eleven Madison Park into the best restaurant in the world by redefining service? His philosophy? Make hospitality an art form by finding opportunities to surprise and delight people.
Here’s what that looked like in practice:
When a family from Spain visited New York, the staff found out their son loved hot dogs. Even though they did not serve hot dogs, they ran out to buy one from a street vendor and plated it like a Michelin-star dish.
When a group of tourists wanted to experience an authentic New York moment, the team turned their meal into a surprise NYC adventure.
When diners came to celebrate an anniversary, they created completely unexpected, personalised moments to make it unforgettable.
These were not grand, expensive gestures—they were small, thoughtful, and deeply personal. And they created customers who were raving fans for life.
What Happens When You Lead with Hospitality
Imagine if every customer, client, or employee you interacted with felt genuinely cared for. What would happen?
Loyalty would skyrocket. People stay where they feel valued.
Referrals would increase. Customers tell stories about brands that go above and beyond.
Your team would take more pride in their work. Creating joy for others makes work more fulfilling.
Your reputation would set you apart. In a world of transactional service, genuine care is a competitive advantage.
This is what happens when you make hospitality a mindset, not just a job description.
Five Ways to Practise Unreasonable Hospitality
1. Personalise Every Interaction
Small details make people feel seen and valued.
Learn customers’ names and preferences.
Remember to repeat clients and acknowledge their past experiences.
Find ways to tailor interactions based on what matters to them.
Example: A hotel that remembers a guest’s favourite drink and has it waiting in their room upon arrival.
2. Empower Your Team to Surprise and Delight
Great hospitality is not a script—it is a mindset.
Give employees permission to go off-script to create magic moments.
Celebrate small acts of exceptional service so they become part of the culture.
Encourage team members to pay attention to opportunities for unexpected kindness.
Example: A coffee shop that notices a customer is having a bad day and offers their drink on the house with a kind note.
3. Anticipate Needs Before They Are Expressed
The best service is one step ahead of the customer.
Watch for unspoken needs—body language, mood, hesitation.
Train staff to be proactive rather than reactive.
Design experiences that remove friction before it happens.
Example: A gym that places towels and water bottles in just the right spots so members never have to ask.
4. Make the Ordinary Feel Special
Everyday moments can become memorable experiences with a small effort.
Elevate common touchpoints (greetings, transactions, thank-yous).
Create rituals that make customers feel like insiders.
Add small, thoughtful extras that exceed expectations.
Example: A local bakery that adds a handwritten note to every order, thanking customers personally.
5. Lead by Example
If leaders do not model hospitality, it will never become part of the culture.
Show genuine care for your team, not just your customers.
Look for opportunities to express appreciation and generosity.
Make hospitality a core value, not just a department.
Example: A CEO who regularly visits frontline staff, remembers their names, and personally acknowledges their contributions.
Advanced Strategies for Creating a Hospitality-Driven Culture
1. Design Signature Moments
Memorable brands create specific moments that define their experience.
Identify a key part of your service where you can add an unexpected touch.
Make it repeatable so it becomes part of your brand identity.
Train your team to execute it flawlessly.
Example: A car dealership that delivers a new vehicle with a red bow and a personalised video message from the salesperson.
2. Surprise and Delight at Scale
Large organisations often lose the personal touch—but automation and AI can help.
Use customer data to personalise at scale.
Send automated but personalised thank-you messages.
Build systems that track preferences and loyalty milestones.
Example: An airline that automatically upgrades frequent flyers on special occasions.
3. Turn Employees into Storytellers
Empower your team to share hospitality wins.
Encourage staff to document and celebrate small moments.
Make storytelling part of team meetings.
Create a recognition programme that rewards acts of unreasonable hospitality.
Example: A restaurant where employees regularly share their favourite guest moments, reinforcing the culture.
Your Next Steps
If you want to build a brand or team that stands out, embrace unreasonable hospitality.
Identify one area where you can add a personal touch to delight customers.
Empower your team to spot opportunities for unexpected generosity.
Train staff to anticipate needs before they are expressed.
Design signature moments that make interactions memorable.
Lead by example—make hospitality part of everything you do.
Where can you apply these lessons in your own business or team?