The Power of Unreasonable Hospitality

There’s a fine line between great service and unforgettable hospitality, and the best operators know exactly where it is. At Eleven Madison Park, a guest once casually mentioned that he was a cab driver, and that he loved the smell of the soap at their bathroom. Nothing more. No complaint, no request. Just a fact, offered during friendly conversation with the team.

By the end of the evening, the restaurant staff had discreetly placed a fresh pack of car air fresheners and some premium toiletries into a bag, that was presented to the customer before he left. No announcement. No explanation. Just a gesture that said, “We heard you. We see you.” That’s what Will Guidara, the restaurant’s former co-owner, calls Unreasonable Hospitality: the philosophy that service should go beyond efficiency, beyond even excellence, and aim to create emotionally resonant moments that guests remember for life.

Funny fact is that this interaction in particular was recorded, as the customer was @AmericanTurk, a cabbie and part time Youtuber, and the video has now over 3million views…and counting https://www.youtube.com/shorts/q8QfNCY2YZk 

What this teaches us it’s that it's not about grand gestures. It’s about relevance. It’s about responding to what matters to the guest; not just what’s on the menu or listed in the room directory. And most importantly, it’s about empowering teams to act on that information in real time.

For hotels, this approach is not only emotionally impactful. It’s commercially strategic. When guests feel seen, they’re more likely to engage. A room upgrade offered proactively to someone celebrating a personal occasion is more likely to convert. Not because it’s cheaper or more convenient, but because it feels thoughtful. A server who remembers a returning guest’s wine preference isn't just providing better service. They're accelerating F&B revenue through trust and emotional connection.

Unreasonable hospitality doesn’t require a bigger budget. It requires sharper listening and operational flexibility. The data is already there. Guest history in the PMS, CRM preferences, pre-arrival notes…every touchpoint is an opportunity to create tailored moments. But only if we train our teams to look for those opportunities, and give them the confidence to act on them.

We often focus on metrics like ADR, TRevPAR, and F&B capture ratios. These are critical, of course. But behind every data point is a guest who either felt cared for—or didn’t. If we want to increase conversion on upsells or boost in-house spending, emotional engagement has to be part of the equation.

At the end of the day, nobody tells their friends about how clean the room was or how fast the check-in went. But they will talk about the night a luxury property gave them something deeply personal. Without asking, without fanfare, just because someone paid attention.

Unreasonable hospitality isn’t a trend. It’s a mindset. And the best part? It’s entirely within reach.

Excited to launch my new website: torreshospitalityconsulting.com

Discover how we help hotels boost ancillary revenue through tailored strategies and guest-centric experiences.

Let’s unlock the full earning potential beyond the room!