Perceived Value in Hospitality: Lessons from Sardinia and Will Guidara

I have just returned from a summer break in Sardinia, a fabulous island if you've never been. We stayed in Alghero, a medieval town on the northwest coast, and it was stunning! Holidays are the only time I read extensively, and this time, one of the books I read was "Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect" by Will Guidara. So much of this book resonated with me, and it is a fabulous read for all leaders, irrespective of the business they operate.

Guidara's book highlights the extraordinary impact of going beyond the expected to create memorable experiences for customers. This philosophy was evident during my vacation, particularly at a restaurant called Mabrouk. An unassuming seafood restaurant, Mabrouk operates with two sittings per night and no menu—you eat what the chef sends out, which is the catch of the day, presented in nine courses. This includes wine and water, all for 55 euros per head. The experience was full of Italian families, making it as authentic as it gets. The service was fabulous, friendly, not formal, and not contrived—just genuine. It felt like dining in someone's home. This kind of hospitality creates lasting memories and a strong perceived value.

On the other end of the spectrum, we dined at a restaurant with crisp linen, aloof waiting staff, no smiles, no genuine interaction, and premium pricing. We spent 60 euros for a main course and one drink each. The total lack of interest from the staff made the experience sterile and unmemorable.

Which experience would you prefer? Most people would choose the warmth and authenticity of Mabrouk over the cold formality of the more expensive restaurant. This preference underscores the core message of Guidara's book: exceptional hospitality goes beyond just good food; it's about creating genuine human connections.

One of the stories in "Unreasonable Hospitality" that stood out to me was about a regular customer at Eleven Madison Park, where Guidara was a co-owner. The staff discovered that this customer had left a very expensive bottle of champagne in the freezer to chill and forgotten about it. Worried it might explode, the staff procured the customers keys and went to his apartment, removed the champagne from the freezer and placed it in the fridge leaving a compliment slip and a small tin of caviar from the restaurant. The cost to the restaurant was minimal, but the impact on the customer was profound, creating a moment they would never forget and a loyalty which would never wane.

These examples illustrate that perceived value in hospitality isn't just about the quality of the product or service but about the quality of the experience. Genuine hospitality, which fosters human interaction and creates memorable moments, often costs nothing extra but leaves a lasting impression.

In a world where technology is rapidly advancing, it's essential to remember that human interaction is irreplaceable. As Guidara aptly demonstrates, it's the unreasonable acts of hospitality that differentiate a good experience from an unforgettable one. Whether you're in the hospitality industry or any other field, the principle remains the same: go beyond the expected, and you'll create extraordinary value.

Which experience do you think creates more lasting memories and value? Share your thoughts!

#Hospitality #CustomerExperience #UnreasonableHospitality #HumanInteraction