Recently, our sales team was given a simple assignment: read "Unreasonable Hospitality", the New York Times bestseller by Will Guidara, and come together a few weeks later to talk about it.
No formal presentation. No overthinking it. Just a conversation about what it means and how it applies to what we do every day in hospitality.
What came out of that discussion was surprisingly consistent:
We all think we deliver great service. But the real question is - are we delivering memorable experiences?
The Gap in Today's Hospitality
In today's environment, especially in a competitive market like the Baltimore/DC region, it's easy to fall into "good enough" hospitality:
- Efficient check-ins
- Clean meeting space
- Quick responses
- Solid execution
All important. But also… expected. And expected doesn't create loyalty.
What "Unreasonable" Actually Means
The book reframes something simple: the moments people remember most are rarely the biggest ones.
They're the most thoughtful ones.
Not extravagant. Not complicated. Just intentional.
And the key takeaway from our team discussion was this:
It doesn't require more budget. It requires more awareness.
Where It Shows Up in Real Life
At Turf Valley Resort, we see it in the small things:
- Anticipating a planner's need before they ask
- Adjusting quickly when a group's priorities shift
- Creating moments that feel personal, not programmed
In a region where guests can choose between DC, Baltimore, and everywhere in between, those details are what actually stand out.
The Shift Happening in Hospitality
The bar has moved. Guests and planners aren't just comparing properties anymore - they're comparing experiences. And in that context, "standard service" is no longer enough to differentiate you. What used to feel "above and beyond" is quickly becoming the baseline.
My Final Thoughts
Maybe "unreasonable hospitality" isn't unreasonable at all. Maybe it's just what hospitality is supposed to be…before it became overly operational, transactional, and standardized.
And maybe the real opportunity for all of us in this industry is simple: Make thoughtful the default again.
If you're planning a meeting or event in the Baltimore/DC region, the difference between a good experience and a great one is often in the details you don't have to ask for. If that's what you're looking for, I'd love to connect and explore what that could look like for your next program.
Written by:
Betsy Collings, Corporate Account Executive at Turf Valley Resort
View Betsy's profile | Linkedin.com/in/betsycollings