Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect

In the world of hospitality, Will Guidara is known for his innovative approach to customer service and his belief in the power of creating unforgettable experiences. A graduate of the School of Hotel Administration at Cornell University, Guidara has built his career out of his passion for the hospitality industry and his commitment to excellence. Before co-authoring Unreasonable Hospitality, Guidara made his mark as General Manager of the acclaimed New York City restaurant Eleven Madison Park. Under his leadership, EMP was awarded three Michelin stars and named the World’s Best Restaurant in 2017 by The World’s 50 Best Restaurants. This accolade underscored Guidara’s exceptional skills in managing one of the world’s best fine dining establishments and highlighted his unique philosophy towards hospitality—a philosophy that is deeply ingrained in every facet of his work.

Guidara’s insights are not merely theoretical; they are grounded in years of practical experience within the hospitality industry. After working in entry-level restaurant positions as a teenager, Guidara studied hospitality management at Cornell before working in management positions at various New York restaurants. This blend of academic knowledge and real-world expertise makes Guidara well-suited to make the arguments in Unreasonable Hospitality. In his book, Guidara acknowledges the conventions of the restaurant industry, while explaining why he thinks it’s worthwhile to go beyond them.

Guidara’s career is characterized by a relentless pursuit of perfection, a willingness to challenge conventional wisdom, and an unwavering focus on the guest experience. These qualities form the foundation of Unreasonable Hospitality. Within the book, Guidara distills the essence of his experiences, offering readers insight into the principles that have guided his career. He argues for a model of hospitality that goes beyond mere service, advocating for an approach that seeks to create deep, emotional connections with guests—an approach he deems “unreasonable” because it goes beyond what is typically anticipated. This philosophy is predicated on the belief that extraordinary experiences are the result of exceeding expectations, challenging the status quo, and consistently putting the needs of the guest at the forefront of every decision.

Unreasonable Hospitality collects Guidara’s industry insights and reflects his personal and professional journey. Through anecdotes, case studies, and personal reflections, Guidara offers readers a glimpse into the world of high-end hospitality, sharing the lessons he has learned along the way. His narrative aims to be both instructive and inspiring, providing a blueprint for how to achieve excellence in any customer-facing role. Furthermore, Guidara argues that his emphasis on empathy, generosity, and creativity can resonate beyond the hospitality industry, offering valuable lessons for leaders and entrepreneurs across all sectors. His approach challenges readers to reconsider their own practices, urging them to think creatively about how they can forge meaningful connections with those they serve.

Guidara’s approach to hospitality has significantly influenced the restaurant industry, shifting the focus from solely culinary excellence to encompassing an unparalleled guest experience. Under his guidance, Eleven Madison Park was the first-ever restaurant to receive the Art of Hospitality Award. Guidara’s writings about his time at EMP have even inspired hospitality-focused storylines on TV shows such as the critically acclaimed restaurant drama The Bear. Overall, Guidara’s approach to hospitality has inspired innovation within the restaurant industry, encouraging restaurateurs and chefs alike to reimagine the dining experience as a holistic journey that engages all senses and fosters belonging and appreciation among guests. Guidara’s impact is evident in the rising trend of restaurants prioritizing guest interactions and ambiance just as much as the quality of their cuisine, leading to a more empathetic, guest-centric approach.