Unreasonable Hospitality: The Book That Changed How I See Service
I read a lot of business books. Some are inspiring, some are insightful, and some change the way I think. But very few have had the impact that Unreasonable Hospitality by Will Guidara has had on me. In fact, it has just about knocked Who Says Elephants Can’t Dance? off my number one spot—a book I never thought would be dethroned.
Why? Because Unreasonable Hospitality didn’t just speak to me; it made me feel seen. It articulated experiences and philosophies I’ve unknowingly lived by for years, putting words to something that has long been my reality. Let’s delve into why this book resonated so deeply with me and why I believe it should be required reading for anyone in hospitality—or, honestly, any customer-facing role.
Feeling Seen: The Unspoken Side of Hospitality
I’m a yacht chef. Well, actually, I’m a chef, stewardess, deckhand, wrench monkey, snorkel guide, Pilates instructor—you name it. When we have guests onboard (I say “we” because my husband and I run the whole boat), we don’t just cook and clean. We create an experience. We curate a week of memories. We work from 6 AM until midnight, adjusting, fine-tuning, and—without even realizing it—trying to achieve unreasonable hospitality every single day.
In many ways, we’re lucky. We have a captive audience for seven days, which means if we don’t get it 100% right on Monday, we still have six more days to make up for it. And sure, location helps—sailing through the British Virgin Islands is, by nature, an incredible experience. But the reality is, things don’t always go as planned.
Sometimes the weather is bad, and instead of guests lounging in the sun, we’re brainstorming creative indoor activities. Other times, the wind is howling, making that bucket-list snorkel spot an absolute nightmare of seasickness and disappointment. So how do we still deliver unreasonable hospitality?
This is where Unreasonable Hospitality and Will Guidara’s philosophy really hit home. He defines it as "the concept of going above and beyond expectations to create a memorable experience for customers by providing unexpected moments of joy and pleasure." This is what we do, whether it’s whipping up an impromptu beach picnic, creating an in-room spa experience when the sea is too rough for an excursion, or serving up a nostalgic dish that brings a guest to tears. It’s about making people feel truly seen, valued, and cared for in ways they never expected.
The Cure for Burnout? The Power of a Hospitality Toolkit
Working in hospitality at this level is demanding. Anyone who’s ever been in a customer-centric role knows that burnout is real. You give and give and give. And while it’s rewarding, it’s also exhausting. That’s why Unreasonable Hospitality isn’t just an inspirational read; it’s also a practical guide to longevity in this industry.
One of my biggest takeaways from the book was the idea of having a hospitality toolkit. I realized that while we’ve been operating at this high level for years, we’ve often been doing it in a reactive way. Instead of scrambling at 11 PM to figure out how to make an occasion special, why not have a system in place?
This book made me reflect on what our own toolkit looks like. What small, delightful touches can we standardize so that they feel spontaneous but are actually well-prepared? How can we create a bank of personalized experiences that are easy to execute but feel tailor-made for each guest? This shift in mindset has been game-changing. It has shown me that unreasonable hospitality isn’t about working harder; it’s about working smarter to create moments that feel effortless yet extraordinary.
A Personal Connection: When a Guest Sees You
I didn’t stumble upon this book by chance. It was gifted to me by a guest who stayed with us over Christmas. As they handed it to me, they said, “This is what you guys do.”
That moment stopped me in my tracks. Because as much as I related to Will and his team at Eleven Madison Park, as much as I felt their highs and lows, their triumphs and failures, their crushing disappointments and ultimate redemption—I hadn’t yet connected it back to myself. To have a guest recognize our efforts, to acknowledge the work we put into making their experience unforgettable, was an emotional moment.
As I read, I rooted for Will and Danny to succeed. I felt their frustration when they didn’t get their stars, their relentless pursuit of excellence, and the overwhelming pride when they finally achieved their goal. And when I finished the book, I realized: this is what we do. This is what we’ve been working toward all along. That guest didn’t just give me a book; they gave me validation. They made me realize that in our own way, we’ve been striving for our own Michelin stars. And now, we’re shooting for five.
The Universal Lessons of Unreasonable Hospitality
What makes Unreasonable Hospitality so powerful is that it isn’t just for restaurant owners, yacht crews, or hotel managers. It’s for everyone. Because at its core, this book is about human connection. It’s about making people feel valued. It’s about the small, unexpected gestures that turn a good experience into an unforgettable one.
Whether you run a business, work in customer service, or just want to improve the way you interact with people, the principles in this book apply. It’s about being intentional. It’s about looking for opportunities to delight. It’s about recognizing that even in a world driven by efficiency and technology, the thing that truly sets us apart is how we make others feel.
Why You Need to Read This Book
I wanted to finish this book as quickly as possible because it was that good. But at the same time, I wanted to make it last. I wanted to savor every insight, every story, every lesson. And now, I know I’ll be re-reading it—probably multiple times—because the energy in these pages is something I want to absorb again and again.
I’ve already recommended Unreasonable Hospitality to everyone I know. Because whether you’re in hospitality, business, or just trying to be a better friend, partner, or colleague, the lessons in this book will resonate. They’ll change the way you think about service, about relationships, and about the impact you can have on the people around you.
So, to Will Guidara—thank you. Thank you for seeing and acknowledging the hospitality industry like never before. Thank you for putting words to what so many of us do instinctively. And thank you for reminding us all that the pursuit of excellence, the art of delighting others, and the power of unreasonable hospitality is what truly makes the world a better place.