Can “Unreasonable Hospitality” Outshine AI in Wine Tourism?

Last week, I attended an AI seminar for industry leaders, where we spent three hours discussing how AI can enhance the customer experience. We heard plenty of complex tech jargon and examples of user experiences. Yet, by the end of it, many attendees — especially those from medium and small businesses that rely heavily on funding to incorporate costly AI tools — were left more anxious than enlightened about what to do next.

Reflecting on my nearly 15 years in the industry, I grew frustrated by the ongoing belief that technology can solve all our challenges, set us apart from the competition, and guarantee customer loyalty right after their experience. Just as I was about to give up on the event, someone put their hand up and changed the dialogue by sayinG: “AI can help form deeper connections with customers and elevate their experience. But 9 out of 10 positive reviews for travel experiences will always mention the people. How to incorporate both and make them complementary - that is the question.”?

Think about it — the driver who stops for gelato in San Gimignano, the hotel manager who goes the extra mile for a wedding anniversary, or the chef who crafts a custom menu and offers a behind-the-scenes kitchen tour. These moments matter. Because these people matter.

So, in an era of AI obsession, why are we drifting away from:

• Investing in team culture and empowering employees to be ambassadors for our product?
• Celebrating and replicating human-driven, personality-filled experiences that create memorable moments?
• Personalising the pre-trip and follow-up process in a way that feels thoughtful and considerate, rather than overwhelming guests with automated emails, chatbots, and review requests?

As I pondered these questions, I was reminded of Unreasonable Hospitality by Will Guidara — a must-read for anyone in our industry. While there are many valuable resources (I’d love to hear your recommendations), this book feels more relevant in 2024 than ever before. In a world consumed by conversations about optimization, automation, and segmentation, we often forget to invest in the happiness of our team members and nurture personal connections with our customers. Today, people matter more than ever, and emotional intelligence is one of the key skills required to make AI work to our advantage.

So, before we get caught up in flashy AI presentations and spend countless hours asking ChatGPT to solve all our problems, here are a few things I’d love to see more of in the wine industry. These are the values I want to personally commit to as I navigate the evolving landscape of Wine Tourism:

Empower Your Team?

Employees should have the autonomy to make decisions that enhance the guest experience. When staff are empowered to go above and beyond, exceptional service follows. I recently heard from a tourism manager who had to seek the CEO’s approval for every minor decision, from choosing one vegetable supplier over another to last-minute menu swaps like “let’s replace the soup with foie gras” without any financial or any other reasoning. This micromanagement not only stifles creativity but erodes trust. In the end, it's the guests and the team who suffer. You can't surprise or delight guests if you have to ask permission first.

Build Genuine Relationships?

True hospitality is about building meaningful relationships with guests. No matter how much you automate, in wine and gastronomy, the warmth of personal touch will always win over a customer for life. A recent example stands out: a renowned Tuscan chef catered for a 12-year-old girl who had just been diagnosed with celiac disease. She was worried and was developing anxiety vis-à-vis eating out. The chef, Dario, remembered her name, greeted her personally, and gave her a tour of a dedicated, cross-contamination-free kitchen area. That family of 15 became advocates for the chef and sent dozens of referrals. That’s the power of relationship-building in hospitality.

Attention to Detail Creates Memorable Experiences?

Small details matter. Guidara talks about "unreasonable hospitality"—moments when hospitality professionals go above and beyond for guests. When a Spanish couple visited his restaurant on the first snow day in NYC with their children, who had never seen snow, Guidara's team bought sleds so the kids could enjoy the snow - their first snow experience, on the house! Or my personal favourite hospitality moment of 2024 where I discovered now my favourite hotel in Crete. Here staff made my son’s birthday special by noticing his upcoming birthday in the passport at check in. On the morning his birthday, he received a lego on his breakfast plate (they noticed he built Legos at breakfast) and surprising him with a cake that evening. We’ve since sent 20 or more families to that hotel, not because it’s a typical family hotel, but because their attention to detail made us feel at home away from home.?

Lead with Empathy

Empathy is key to exceptional service. A team that connects emotionally with guests transforms their hospitality experience. Emotional intelligence is often seen as a requirement in luxury, but when applied in rural tourism and gastronomy, it resonates deeply. These are the stories that elevate our industry. Whether it's proactively addressing a need or handling a complaint with care, it's all about people. The client may not always be right, but your team must be trained and empowered to respond with respect. I recall the time when a customer’s suitcase was lost during their anniversary trip. Whilst the hotel was trying to assist with the luggage saga, the staff at this boutique property in Puglia, asked for their size and offered them 2 swimming suits, slippers and beachwear to make them feel at ease as they arrived. All laid out with a note: ‘Escape and breathe the air of new places’. The couple has travelled 22 times back to that hotel including their wedding celebration and 8 wedding anniversaries.

Focus on the Journey, Not Just the Destination?

We often chase end goals, forgetting to enjoy the process. Creating itineraries and watching guests enjoy them is a privilege. Each moment is an opportunity to learn and enhance the experience. Every itinerary you build has the potential of being sold thousands of times. While AI can enhance this journey, it is us who have to tune into the emotion so that every step of the journey is taken into consideration. This is about more than just going on Fam Trips and experiencing the journey itself. This is about getting obsessive about the details that give you goosebumps and indescribable emotions.

Adapt and Innovate Thoughtfully?

The hospitality industry is constantly evolving. While flexibility and innovation are crucial, too much automation can backfire. A colleague recently shared a story about TV producers visiting Southern Europe, only to be greeted by an entirely automated hotel check-in process, a robotic concierge they described as “Medusa gone rogue,” and a high-tech coffee machine that felt impersonal. It took them three hours just to find a human to book a taxi to their dinner location. Sometimes, over-innovation can undermine the guest experience.

In conclusion, while AI can enhance human connections, we must first perfect those connections before becoming consumed by technology. “Every beautiful thing you say to someone becomes part of them and you.” In hospitality, every remarkable personal experience becomes a shared memory, deepening relationships and fostering loyalty, but also adding to the positive emotional baggage of all the parties involved.

The real question is: how do we preserve these meaningful connections while navigating the pressure to adopt AI? And in this process, how do we ensure we never lose sight of the people who truly make our industry what it is today?