“Unreasonable Hospitality”: The Art of Creating Unforgettable Experiences
Over the last few weeks, I have been captivated by Will Guidara, and his book “Unreasonable Hospitality,” Those of you who have read, watched or listened to anything by Danny Meyer should not be surprised to learn that Will cut his teeth working for Danny Meyer. Here is a short glimpse into what I took from the book, and I urge you all to get hold of a copy and make it mandatory reading for your team.
Hospitality is an art form, one that requires finesse, imagination, and a willingness to go beyond the conventional. Will Guidara, in his book “Unreasonable Hospitality,” invites us to reimagine the boundaries of service and customer care. It’s about crafting experiences that resonate personally, turning every interaction into an opportunity for connection and delight.
The Philosophy of “Unreasonable Hospitality”
At its heart, “Unreasonable Hospitality” is about making people feel seen—truly seen. It’s not about grand gestures or exorbitant expenses; it’s about the thoughtful, personal touches that show guests they are valued as individuals. Guidara’s approach is rooted in the principle that the human element transcends all others in service industries.
Empowering Dreamweavers
Guidara introduces the role of ‘Dreamweavers’—team members empowered to create one-of-a-kind experiences for guests. These are not scripted moments but authentic, personalised interactions that can turn a service into a story worth telling. Here are a couple of examples you can adapt:
- The Local Adventure: Much like the sled ride in Central Park, consider what unique experiences your location can offer. For instance, a hotel by the sea could arrange a surprise dawn fishing trip with a local fisherman, with a breakfast where guests can cook their catch.
- The Homely Welcome: Real estate agents, as Guidara suggests, can transform a house showing into a moment of connection. If potential homeowners mention a love for reading, why not surprise them with a classic novel left in the study room? It’s a small gesture that can make a space feel like a future home.
Serious Fun in Service
Guidara urges us to take our roles seriously but not ourselves. This mindset opens up a world of possibilities where creativity in service delivery becomes as essential as the service itself. It’s about being meticulous in your craft while maintaining the flexibility to surprise and engage with your guests.
Hospitality Beyond the Restaurant
“Unreasonable Hospitality” is not confined to the culinary world. Every business that interacts with people can implement its tenets. A tech company, for instance, could personalise the onboarding process for new clients with a custom welcome video that not only explains the product but also celebrates the start of a new partnership.
Leadership Through Connection
In a remote work era, host leadership takes centre stage. Leaders are tasked with crafting an environment that fosters connection and community. This could mean virtual team-building activities that aren’t just another item on the calendar but a meaningful opportunity to bond, like an online escape room tailored to your team’s interests.
Creative Problem-Solving
Guidara’s approach to problem-solving is to lean into hospitality. Instead of cutting corners when challenges arise, he suggests enhancing the experience. A café facing long wait times could provide guests with a complimentary cup of their signature blend for the inconvenience, making the wait part of the experience rather than a detriment to it.
Your Turn to Be “Unreasonable”
Now, it’s your establishment’s turn to embrace “Unreasonable Hospitality.” Start small. Maybe it’s remembering a regular’s favourite dish and having it ready as soon as they sit down. Or it could be personalising the room of a returning hotel guest with photos of their previous stay.
In essence, “Unreasonable Hospitality” is about creating a culture where staff members are encouraged to think creatively, and guests are treated with such care that they can’t help but share their stories. It’s a strategy that doesn’t just lead to satisfied customers but advocates for your brand.
As we step into the future of hospitality, let’s redefine what it means to serve. Let’s create not just services, but experiences, satisfaction, and joy. Let’s be unreasonable in the best possible way.