When I first started renting out spare bedrooms in my house on Airbnb, little did I know about hospitality.
It quickly became evident to me that my modest offering of a few spare bedrooms simply couldn’t match up competing with larger properties with amenities like pools, spas, and scenic patios.
Then, How do I create a 5-star experience for my guests with limited resources?
I was stuck with this question in my head for weeks!
As with any new problem I’m trying to solve – I turned to finding the right books on the subject.
A few dozen Google searches later, I got my hands on – Unreasonable Hospitality by Will Guidara.
Guidara, the visionary behind Eleven Madison Park (EMP), transformed it from just another fine dining restaurant in New York to the world’s #1 in 2017.
The book’s insights weren’t just about fine dining – they offered a masterclass in creating exceptional experiences that could transform any service business. Through his stories and insights, I realized that lessons from the hospitality industry could not only be applied to running a fine dining restaurant or hosting on Airbnb but also in the corporate world.
Here are four key takeaways and how they revolutionized my hosting game.
1. The Rule of 95/5: Focus on the Memorable 5%
Guidara’s Rule of 95/5 suggests watching the costs down to a penny on 95% of items while “foolishly” splurging on the remaining 5%. People only remember the standout 5%, and the rest just needs to be “good enough.”
Example from EMP: While setting up a gelato shop at the Museum of Modern Art (MoMA) in New York, Guidara splurged on expensive blue Italian spoons – a seemingly extravagant expense that turned a simple dessert into a memorable experience people talked about. Some guests even started collecting the spoons!
My Airbnb Application: I decided to focus on standout items. In the living room, I invested in a cozy, high-quality couch where most guests spend their time.
Alternatively, you could make the focal point a luxurious king bed in the bedroom. This small splurge shifted the guest experience from “adequate” to “wow.”
Pro Tip: Make sure this key item is part of your Airbnb listing’s first few images that guests will see.
Corporate Lesson: this essentially translates to defining a few key priorities for your team instead of multiple smaller ones. Quick test – if someone asked you 5 years down the line, what project did you work on in 2024 – can your team recall a standout?
Alternatively, while allocating a team fun budget, think organizing one big offsite in the year instead of multiple smaller ones.
2. Go Small When You Can’t Go Big
When big gestures aren’t feasible, thoughtful small ones can deliver a huge impact.
Example from EMP: Guidara once overheard guests lamenting not having tried a New York street hotdog before flying back to their home country. He sent a staff member to get one and presented it as the final course of their meal. Cost: $5. Impact: Priceless.
My Airbnb Application: I started leaving handwritten sticky notes in bedrooms with “Welcome, [Guestname]!” Even most 5-star hotels overlook this personal touch. The product manager in me couldn’t resist running an A/B test on this experiment. Result?
I found that guests were 2.4x more likely to leave a 5-star review when I included a handwritten welcome note.
Pro Tip: you can customize the note further if you know your guests are visiting for a football game or to celebrate a wedding.
Corporate Lesson: when you can’t get your teammates that big year end bonus or coveted promotion, consider a public appreciation of their effort.
Companies such as Google have realized this early on by allowing team members to recognize their peers’ effort via a “peer bonus” – a small monetary gift that gets added to the next paycheck or “kudos” – a public thank you. Any one in the company irrespective of their title or rank can give any other employee at Google a Peer Bonus or Kudos, creating a virtuous appreciation cycle.
3. Show Vulnerability to Foster Authentic Feedback
Guidara learned that showing vulnerability encourages guests to share their true preferences.
Example from EMP: When asking for feedback, guests would often default to polite “Everything was perfect!” responses. But when Guidara admitted, “I hate sea urchin and oysters,” guests felt comfortable sharing their dislikes too.
My Airbnb Application: I automated a message after the first night of stay to proactively ask about issues:
This simple check-in gave guests the confidence to communicate concerns early, allowing me to address issues promptly and avoiding a dreaded 3 star review at the end.
Corporate Lesson: A simple example of this is to seek feedback early with key stakeholders, so you have time to fix any issues as opposed to waiting for a year end formal feedback.
4. Unreasonable Hospitality Is a Team Sport
Creating exceptional experiences requires a team effort. Everyone involved should be empowered and aligned.
Example from EMP: Guidara described how giving staff more responsibility made them more invested in the guest experience. “Giving the team more responsibility than they expected had an amazing impact – the more responsibility we entrusted them with, the more responsible they became”, Guidara explained.
For instance, even a team member with limited skills was assigned roles that played to their strengths, creating a cohesive and motivated team.
My Airbnb Application: While I don’t have a large staff, automation tools act as my “team.” I use automated messages to keep guests informed and engaged. For example, the night before checkout, I send a reminder:
This proactive communication not only sets the right expectations but also ensures smoother timely checkouts, and in turn, leaves guests with a positive impression.
Corporate Lesson: In business you can choose a team, in a war you can’t and many people don’t want to be there. A guy with really bad hand eye coordination became an asset because he was used to remembering the way in dense jungles in Vietnam (referencing locals who helped the US army in the Vietnam war). Identify the strength of people in your team, no matter how buried they might be.
Choose a team when you can, bring out the best in people during a war!
Parting Thoughts
Reading Unreasonable Hospitality reshaped my approach to Airbnb hosting. By focusing on small, meaningful details, fostering open communication, and embracing a team mindset (even if it’s just you and automation), I’ve been able to create memorable guest experiences without breaking the bank.
If you’re a host or in any customer-facing role, I recommend giving the book a read. The lessons extend far beyond hospitality, reminding us that the key to excellence often lies in thoughtfulness and genuine care. I can’t wait to apply some of these principles to other walks of life including in corporate settings.
What’s your version of “unreasonable hospitality”?
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