The Whys and Hows of Unreasonable Hospitality

In a world where customer service is often just lip service, Will Guidara, the visionary behind the book "Unreasonable Hospitality," offers a refreshing perspective.

We had the pleasure of hosting Will at this year’s ASOTU CON, and his keynote speech was a masterclass in going above and beyond, sharing stories that could transform the way any business interacts with their customers.

Unreasonable Acts of Kindness

Guidara’s talk was peppered with anecdotes that redefine hospitality, including the iconic "hot dog" story.

Another example he described is if a couple gets engaged at Eleven Madison Park. The guests receive a bottle of champagne served in Tiffany glasses, but the kicker? The glasses are then washed, dried, and gifted to the newly engaged couple. It’s a small touch, but it leaves a lasting impression.

Guidara says it's important to extend unreasonable hospitality right down the last detail. For example, he says instead of making guests hunt down a waiter after dinner, their team leaves a bottle of alcohol at the table along with the check, ensuring guests feel neither rushed nor neglected.

On a specific occasion, Guidara described a snowy day that sparked a moment of magic. As a table of guests marveled at the winter wonderland outside, they found sleds waiting for them after dinner thanks to Eleven Madison Park, a spontaneous gesture that turned a beautiful day into an unforgettable experience.

Strategies for Success

Guidara’s talk wasn’t just about grand gestures for guests either, it was also about creating a supportive and innovative team culture. Here's how:

• ‍Involvement and Feedback: Introduce new ideas to your team before implementing them and encourage team feedback. It’s about inviting everyone on board with you, not just dragging them along.‍
• Swap Perspectives: Stuck on a problem? Swap sides and argue the counterpoint. It’s a game-changer for understanding opposing views.‍
• Gamify the Experience: Make work fun and engaging with friendly competitions. It keeps the team motivated and on their toes.‍
• Practice Daily Excellence: Treat every customer as if they’re a mystery shopper. Consistent high standards become second nature.

Core Philosophies

Guidara emphasized a few core principles that are essential for delivering unreasonable hospitality.

First, be present. Focus entirely on the customer in front of you, setting aside other distractions. Truly listening can reveal what they need – and what they didn’t even know they needed.

Second, balance seriousness with joy. Take your job seriously, but don’t be afraid to have fun. It’s about meeting customers' needs without getting bogged down by rigid standards.

Third, learn to take joy in giving. There is nothing more rewarding than seeing a customer’s face light up from a genuinely thoughtful gesture, and it’s in these moments that all the efforts are worthwhile.

Final Takes

Will reminded us that creating a culture of unreasonable hospitality isn’t rocket science. It just takes caring a bit more and trying a bit harder. 

That little extra effort can turn any reasonable experience into an unreasonable one.

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