There are books you enjoy, and then there are books that quietly change the way you see your work. Unreasonable Hospitality by Will Guidara exists in both categories, and it excels in the second one!
At its core, this book is about service. The author, Michelin awarded restaurateur Will Guidara, challenges us to see hospitality as a mindset rooted in purpose, generosity, and genuine respect for the people we serve. This puts a different focus on service compared to seeing hospitality as a mere task.
What struck me most is how these lessons work in all businesses. They go beyond the restaurant business. Whether you’re running a salon, leading a team, managing a business, or building a brand, the message is clear: excellence lives in the details, and culture is created through consistent, thoughtful action.
Guidara reminds us that remarkable experiences are on purpose. They happen when leaders empower their teams to care deeply, to notice, and to go a little further than expected, sometimes far further. Those “unreasonable” moments are often what people remember long after the service itself is over.
In the beauty industry, we talk a lot about guest experience, and rightly so. This book pushes the conversation deeper. It asks us to consider how our internal culture shapes the external experience. How trust, pride, and ownership within a team directly influence how clients feel when they walk through the door.
I also appreciate the humility that is present throughout this book. Guidara shares his honest reflections on growth, mistakes, and learning how to lead with both standards and heart. That balance is something many of us are continually working toward.
As 2026 is upon us, Unreasonable Hospitality feels especially timely. It’s a reminder that in an increasingly automated and fast-paced world, human connection is still the ultimate differentiator. To paraphrase another writer, Maya Angelou, who so poignantly declared: “People may forget what you said or did, but they will always remember how you made them feel.”
This is a book I’d recommend reading as well as discussing. Start a conversation with your leadership team, your staff, and even yourself! Because the best hospitality, like the best businesses, is built on purpose.
