In the world of hospitality, we talk a lot about service standards, guest satisfaction scores, and the art of delivering an exceptional experience. But sometimes, the most memorable moments for our guests come from something deeper—an extra layer of thoughtfulness that transforms a good experience into an unforgettable one.

I recently watched a TED Talk by Will Guidara, a renowned restaurateur, where he shares his approach to what he calls “unreasonable hospitality.” It’s not about offering luxury amenities or creating over-the-top experiences; it’s about being present, trying a little harder, and finding meaningful ways to connect with guests.

One of his stories really hit home for me. In his high-end New York restaurant, a guest lamented not having had the chance to try a classic New York street hot dog. So what did Guidara do? He sent a team member to get that hot dog and served it to the guest, right there in his Michelin-starred restaurant. The gesture wasn’t lavish, but it was thoughtful and personal—and it became the highlight of the guest’s experience.

This story serves as a reminder that often, it’s the small, tailored moments that make the biggest impact. It’s easy to fall into the trap of thinking we need to offer grand gestures to impress our guests. But the truth is, thoughtful service is less about cost and more about care. A simple, well-placed effort that feels personal to the guest can mean more than the most luxurious amenities.

The key to unreasonable hospitality is being present. It’s about really listening to what our guests are saying—not just with their words, but in their actions and body language. It’s about staying alert to those subtle cues that allow us to offer a service that’s not just good, but uniquely fitting for that particular guest at that particular moment.

In our own hotels, we can apply this mindset every day. It’s about taking a step back and asking, “What can I do that’s just a little bit extra for this guest? How can I make their stay more meaningful?” It could be a handwritten note, a favorite snack, or an experience tailored to their interests. These touches don’t need to be extravagant, but they do need to be sincere.

At the end of the day, hospitality isn’t just a job—it’s a responsibility to make people feel valued and cared for. And sometimes, the most lasting impressions are made not by how much we spend, but by how much we care.

So here’s my challenge: let’s all strive to bring a little more “unreasonable hospitality” into our daily interactions. It’s not about working harder, it’s about being more present, trying a little more, and always thinking about how to create those personalized, meaningful moments that our guests will remember long after they check out.