Unreasonable Hospitality Summary

"Your business isn't just about what you offer; it’s about how you make people feel." Learn how to transform your customer and employee experiences through the art of unreasonable hospitality.

1. Elevating the Meaning of Hospitality

Hospitality is about care, but unreasonable hospitality goes beyond—it creates unforgettable experiences. It’s doing more than what’s expected, making every guest feel uniquely valued. Businesses often focus too heavily on their product, forgetting the larger picture: customers remember how they felt more than what they bought.

Unreasonable hospitality sets itself apart by customizing each interaction. Instead of providing generic services, businesses engage with people on a personal level, amplifying their joy. It’s this emotional connection that builds lasting loyalty and positive word-of-mouth.

Consider dining at a fine restaurant. Innovative dishes alone can impress you, but what lingers is the server bringing you your forgotten shopping bag or surprising you with your favorite dessert when they see you're having a bad day. Small yet impactful moments define the essence of this approach.

Examples

• A high-end restaurant surprises a childless couple with a dish named after their dog, who they were missing during their trip.
• A hotel offers personalized bedtime stories narrated by staff to comfort anxious young travelers.
• A cosmetics store remembers a returning customer’s allergies and ensures all suggestions are hypoallergenic.

2. Start with Your Team

Unreasonable hospitality begins with your employees. If you genuinely care for your staff, they will pass that warmth onto your customers. When your team feels appreciated, they operate with greater dedication, energy, and creativity.

Listening is a foundational act. Each employee has different needs and aspirations, so hearing them out and addressing their concerns or ambitions fosters trust. Simultaneously, letting staff rise to responsibilities they may feel unready for cultivates growth and authentic pride.

For example, don’t miss chances for public recognition. When an employee's efforts contribute to a customer's positive feedback, share the acknowledgment with them directly. Delivering excellent employee-focused hospitality equips them to provide incredible customer-focused service.

Examples

• A manager grants a struggling new employee training sessions after noticing them feeling overwhelmed.
• A car dealership offers its team members an enjoyably extravagant experience when they purchase their own cars.
• An owner holds impromptu celebrations to publicly honor team milestones or achievements.

3. Personalized Care Shines Brightest

Remembering small details can create monumental moments in your customers’ lives. Personalizing a guest’s interaction ensures they feel genuinely seen as an individual, not just as another buyer.

Actively paying attention, like overhearing a customer’s casual comment or spotting their mood, reveals avenues for action. It doesn’t have to be expensive; thoughtfulness matters more than luxury. As always, the essence lies in making their lives brighter or easier in ways they’ll long remember.

This tactic was demonstrated by Will Guidara when he served a street hot dog in a four-star restaurant because his guests had regretted missing that experience. The effort embedded him and his business in the guests’ minds forever.

Examples

• A salesperson gifts a complimentary cloud storage subscription after a customer loses their photo collection.
• A clothing brand gives handwritten thank-you notes tailored to repeat buyers’ preferences.
• A realtor surprises newlywed clients with a homemade dinner waiting in their new home.

4. Scaling Special Moments with Thoughtful Tool Kits

Sometimes, the customer experiences you provide can overlap in patterns, such as families traveling with kids or new homeowners. Tool kits allow you to take prepared, thematic measures for recurring scenarios without compromising the personal touch.

Your "kit" could include items aimed at these anticipated needs, ensuring efficient delivery of a meaningful gesture. For recurring customer categories, it becomes a wise way to balance effort and originality while covering a broader audience.

The approach isn’t about offering items universally but selectively deploying these thoughtful tools. By doing so, crafting an elevated experience feels natural but not rehearsed. Having both recurring and spontaneous tools at your disposal gives you the flexibility to impress.

Examples

• Dentists gift a custom teddy bear to comfort first-timers during treatments.
• Real estate agents provide commemorative keys with engraved dates for first-time homeowners.
• Hotels offer quiet family activity suggestions with provided materials, like board games or coloring kits.

5. Break Rigid Traditions That Inhibit Joy

Serving customers traditionally in itself can accidentally block meaningful connections. Some service structures, rooted in habit, hinder genuine interaction. Discussing outdated standards within your business can open opportunities for better systems.

For example, wooden podiums once represented a formal welcome in restaurants. Today they act more as physical barriers preventing personal greetings. Question and evolve practices to ensure they enable—not restrict—your goal of exceeding expectations.

Welcoming creative input and feedback from employees offers direction often overlooked by leadership. Your front-line team can spotlight rules preventing success in fulfilling unreasonable hospitality.

Examples

• Restaurants removed podiums, favoring open standing greeters to engage warmly with guests.
• Retail stores redesigned layouts for intimate, conversation-friendly browsing spaces.
• Service counters minimized paperwork or electronic entry, allowing longer eye-contact engagement.

6. Solve Problems Creatively with Generosity

Even when things go wrong, unreasonable hospitality remains your secret weapon. Turning mishaps into unforgettable memories not only resolves grievances but also wins trust.

Rather than issuing refunds or generic responses, think creatively. What unexpected, additional value could you offer? Offering an upgrade, complementary services, or emotional engagement shows a customer that you truly care about their experience and satisfaction.

Internal challenges offer the same opportunities. If employees struggle, extending understanding and support builds morale and loyalty while fostering smoother operations.

Examples

• Gym memberships gifted a trainer to a customer recovering cardiovascular treatments.
• Giving free annual upgrades through mishandling communication errors in a subscription-based company.
• A burnt-out nurse received an extra week-long paid vacation rather than switching to lighter ward duty.

Takeaways

1. Listen and personalize care—in both employee and customer interactions. Pay attention to small details and bring empathy to your responses.
2. Incorporate “kits” for common customer patterns to efficiently yet thoughtfully deliver joy during routine cases.
3. Audit outdated operations, redefining them compassionately—always aiming toward uniquely emotional yet easy exchanges.