I just finished the most inspiring book: Unreasonable Hospitality, written by Will Guidara. It talks about the remarkable power of giving people more than they expect... and it was remarkable, indeed. I could NOT put it down.


In Unreasonable Hospitality, Will Guidara shares how going beyond expectations creates memorable, transformational experiences that leave lasting impressions. This isn’t just about service. It’s about crafting moments that surprise, delight, and make people feel truly seen.


THIS is what I aspire to do in every single one of my sessions. Elevating customer experience beyond expectations is my main goal.


From fine dining to retail, any business can put in place Unreasonable Hospitality. By infusing generosity, personalization, and thoughtfulness, you can build loyalty, enhance brand reputation, and create stories that customers eagerly share.


Let’s explore how businesses can apply Guidara's principles to create unforgettable experiences.

"Unreasonable hospitality meant providing thoughtful, high-touch gestures for every one of our guests."

— Will Guidara

1. Treat Everyone Like a VIP: The Heart of Unreasonable Hospitality

In many industries, VIP treatment is reserved for high-spending clients. But what if you treated everyone as a VIP? Small, personalized touches—remembering a customer’s name, anticipating their needs, or offering unexpected gifts—can make an ordinary experience remarkable.


How Businesses Can Implement This:

  • Restaurants: Offer a complimentary dish based on the customer’s preferences.
  • Hotels: Leave handwritten notes or personalized room amenities.
  • Retail Stores: Train employees to greet customers by name and remember past purchases.
  • Tech Companies: Provide unexpected upgrades or additional support to all users, not just premium members.

When people feel valued, they return—and bring others with them.

"An unreasonable pursuit of excellence.

— Will Guidara

2. The Unreasonable Pursuit of Excellence: Striving for More


Good service is expected, but excellence leaves an impact. Businesses that constantly refine their offerings, obsess over details, and go beyond standard service set themselves apart.


How to Apply This Principle:

  • Restaurants: Perfect every aspect—from how dishes look to how the staff interacts.
  • Customer Support: Solve problems proactively, offering solutions before customers even ask.
  • Product Design: Make every detail count, from packaging to user experience.

Excellence isn’t about luxury. It’s about care, precision, and an unrelenting commitment to being better every day.

"Unreasonable Hospitality: going above and beyond, doing more, always giving our guests more than they expected."

— Will Guidara

3. Creating a Warm, Remarkable Experience

"One where you felt truly comfortable."

People remember how you make them feel. With a warm greeting and great attention to detail, businesses can create spaces where customers feel at home.


Ways to Build a Warm Environment:

  • Genuine Interactions: Train employees to engage authentically, not robotically.
  • Ambience Matters: Lighting, music, and décor all contribute to emotional comfort.
  • Personalized Touches: Small gestures—like offering a favorite drink—create big impacts.

A warm, welcoming atmosphere transforms routine transactions into heartfelt connections.

"What if everyone in the restaurant could have their own unique experience? ... I wanted to give as many of them as possible the gift of delight —the surprise that comes from being truly seen and heard."

— Will Guidara

4. The Gift of Delight: Surprise and Meaningful Connections

The best experiences don’t just meet needs; they surprise and enchant. When people feel truly understood, they become emotionally attached to your brand.


Examples of Surprise & Delight:

  • Airlines: A surprise upgrade or personalized welcome message.
  • E-commerce: A handwritten thank-you note with every order.
  • Healthcare: Doctors remembering details about a patient’s life beyond their medical history.

The key is to listen deeply and act on what you learn.

"Always look for a way to “plus one” the experience: to give people a little bit more than they expected."

— Will Guidara

5. Always Look for a Way to "Plus One" the Experience

This philosophy is about adding an unexpected layer of value. Not necessarily expensive gestures, but thoughtful enhancements that elevate an experience.


How to Plus One in Business:

  • Restaurants: Serve a surprise amuse-bouche before the main meal.
  • Retail: Offer free gift-wrapping services.
  • Events: Give attendees a thoughtful souvenir they didn’t expect.

A simple, well-placed “plus one” turns good into unforgettable.

The true gift was the story that made a Legend a legend

— Will Guidara

6. Building Legends: The Stories That Live Beyond the Experience

"They gave people a story—a Legend—to tell."

A great experience isn’t just remembered—it’s shared. Businesses that create legendary moments build powerful word-of-mouth marketing.


Examples of Legendary Service:

  • A hotel guest finds their favorite book waiting for them in the room.
  • A coffee shop surprises a regular customer with a birthday celebration.
  • A clothing brand sends a replacement item before the customer even requests it.


What makes these experiences legendary? They are unexpected, personal, and deeply memorable.

"Encourage, inspire, and uplift."

— Will Guidara

7. Encouraging, Inspiring, and Uplifting Others

Great hospitality is about more than transactions—it’s about transformation. Employees who feel empowered to go above and beyond will pass that energy on to customers.


Ways to Inspire Employees & Customers:

  • Recognize employees who exemplify unreasonable hospitality.
  • Encourage acts of kindness within the workplace.
  • Create a culture where exceeding expectations is the norm.

Businesses that uplift others cultivate loyalty, positivity, and long-term success.

"The One-Inch Rule was both a literal instruction—to put the plates down gently—and a metaphorical one, a reminder to stay present and to follow through all the way to that last inch, no matter what you might be doing."

— Will Guidara

8. The One-Inch Rule: Following Through to the Last Detail


Excellence isn’t just about the big picture—it’s about the details. The One-Inch Rule is a reminder to be fully present and complete every task with care. Whether it’s setting a plate down smoothly or ensuring an email is perfectly crafted, the last inch matters.


How to Apply the One-Inch Rule in Business:

  • Restaurants: Train staff to place dishes with grace, ensuring every table interaction is smooth.
  • Customer Service: Pay attention to the tone, language, and warmth of your communication.
  • Retail: Ensure every purchase is beautifully packaged and given with a smile.
  • Corporate Settings: Follow up on meetings with detailed notes and thoughtful touches.

Success is in the final details—when businesses embrace the One-Inch Rule, they elevate their entire experience.

"Rule of 95/5: Manage 95 percent of your business down to the penny; spend the last 5 percent 'foolishly.' "

— Will Guidara

9. The Rule of 95/5: Balance Control with Generosity


Businesses must be financially disciplined—but sometimes, a little intentional spending creates magic. That last 5% spent generously can be the difference between a good experience and an unforgettable one.


How to Apply the 95/5 Rule in Business:

  • Hospitality: Use a small percentage of profits for surprise-and-delight moments—like complimentary champagne or unexpected upgrades.
  • Retail: Invest in premium packaging that makes customers feel special.
  • Tech & Startups: Dedicate resources to personalized support, even for small customers.


By carefully managing most of your finances while leaving room for meaningful, generous gestures, businesses can create extraordinary moments without breaking the bank.

"Luxury means just giving more; hospitality means being more thoughtful."

— Will Guidara

10. Luxury vs. Hospitality: The Power of Thoughtfulness

Luxury focuses on extravagance; hospitality focuses on meaning. True hospitality isn’t about expensive gestures—it’s about genuine care.


How to Emphasize Hospitality Over Luxury:

  • A handwritten note can mean more than an expensive gift.
  • A well-timed compliment can be more valuable than a discount.
  • A thoughtful question can create deeper engagement than any premium feature.

The most powerful service is rooted in intentionality, not cost.


Conclusion: Bringing Unreasonable Hospitality into Your Business

Unreasonable Hospitality isn’t just for restaurants—it’s for any business that wants to stand out. You build deeper connections and lasting loyalty by treating every customer like a VIP, pursuing excellence, creating warmth, offering surprises, and crafting legendary moments.


The best businesses don’t just provide services; they create experiences that people cherish and share. The real magic happens when we listen, care, and act with intention.


So, how will you bring Unreasonable Hospitality into your business today?

FAQs

1. What is Unreasonable Hospitality?

Unreasonable Hospitality is exceeding expectations through personalized, thoughtful, and surprising gestures that make customers feel valued.


2. How can small businesses apply Unreasonable Hospitality?

By focusing on personal touches, actively listening to customers, and looking for small ways to add value, even without a big budget.


3. Does Unreasonable Hospitality apply outside of the hospitality industry?

Any business—retail, healthcare, tech, finance—can use these principles to build stronger customer relationships.


4. What’s the difference between good service and Unreasonable Hospitality?

Good service meets expectations. Unreasonable Hospitality surprises, delights, and creates meaningful, unforgettable experiences.


5. How do I start implementing Unreasonable Hospitality today?

Begin by listening deeply to your customers, encouraging employees to “plus one” their service, and seeking ways to create surprise and delight in everyday interactions.