The Next Big Idea You're in the Hospitality Business (Whether You Know It or Not)
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May 4, 2026 
Will Guidara, hospitality entrepreneur who transformed Eleven Madison Park and wrote Unreasonable Hospitality, breaks down why feelings, not products, make memories. He shares vivid examples from small thoughtful acts to grand gestures. He explains how AI and role changes can free staff to connect, why excellence is table stakes, and how to systemize repeatable moments while keeping room for bespoke magic.
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Hospitality Is The Competitive Human Advantage
- Unreasonable hospitality means investing creative energy into how you make people feel, not just the product or service.
- Will Guidara traces the idea to Maya Angelou’s line and his work transforming 11 Madison Park into the best restaurant by prioritizing hospitality.
Dreamweaver Role Turned Ideas Into Experiences
- Eleven Madison Park created a Dreamweaver role with no operational duties to make guests' gracious impulses real.
- Examples ranged from secretly handing March Madness score updates to building a private-dining beach with hundreds of pounds of sand.
Whataburger Beat Expensive Swag
- A cheap, personal gesture beat expensive gifts: the Dallas Cowboys hosted Will with a Whataburger and team swag in his hotel room.
- The small, relevant gift made him feel genuinely welcomed and memorable.
