Unreasonable Hospitality in a Data-Driven World

It was April 2011. Cyrus Neek and I were driving from Tbilisi, Georgia, to Yerevan, Armenia. There was no cell phone coverage or Google Maps at that time. We estimated to reach Yerevan by 8 pm, but something unexpected happened, and by almost 10 pm, we were still 100 miles away, crawling along at 25 miles per hour due to the road conditions. We found an inn and restaurant in the middle of nowhere and couldn’t have been happier. We parked, and though the office was closed, there was a ring. The property belonged to a mother and son. They greeted us in Armenian, and we only knew basic Russian. Despite the language barrier (our rusty Russian was a poor substitute!), we found out that the restaurant closed at 9, and there was no food to offer. But they had a nice, clean room. We had enough snacks, and clean sheets were more important.

Later, a knock on the door. The family returned, not with a menu, but with a feast: two trays full of food—homemade bread, cheese, fruits, a pot of hot tea—enough to feed a small army. The mother said, “This is from our home; we couldn’t let you sleep hungry.” And they never charged us for that feast. This wasn’t about exceeding service standards or ticking boxes. It was an act of pure human kindness that transcended language and circumstance.

This wasn’t about exceeding service standards or ticking boxes. It was an act of pure human kindness that transcended language and circumstance.

Unreasonable Hospitality: A Core Value

I’m a true fan of Will Guidara to the point that unreasonable hospitality is one of our core values at xBlock . When everyone talks about hospitality and personalization, it reminds me of that level of hospitality in the middle of nowhere without velvet robes, feather pillows, and curated minibars stocked with premium snacks and wines.

This idea of personalized and heartfelt hospitality also brings to mind a concept my dear friend Liz Moskow shared during a panel at the National Restaurant Association Show. Liz was discussing the future of foodservice, and the term that stood out was "Hospitality as a Service" (HaaS). This concept resonated deeply with me and has broad implications beyond just foodservice. It applies to all areas of hospitality—from traditional hotels and restaurants to innovative concepts like mixed-use developments, co-living spaces in lifestyle locations, glamping, and bleisure.

In today’s fast-paced world, guests seek more than just a place to stay or dine—they’re looking for experiences that resonate with their unique preferences and lifestyles. This is where HaaS comes into play. Unlike traditional models that focus on one-size-fits-all solutions, HaaS emphasizes personalized, flexible, and on-demand services tailored to each guest’s needs. Just as Cyrus and I were treated with an unexpected feast in the middle of nowhere, HaaS aims to deliver those deeply personal experiences that create lasting memories.

The Essence of Hospitality: Beyond Data and Algorithms

In today’s data-driven world, hospitality is often viewed through the lens of analytics, algorithms, and personalized marketing. Businesses in the hospitality industry leverage vast amounts of data to enhance customer experiences. This includes preferences gathered from past visits, feedback forms, loyalty programs, and even social media interactions. Explicit knowledge helps companies anticipate customer needs, personalize their services, and optimize operations.

However, while explicit knowledge plays a crucial role in the modern hospitality industry, it is only part of the equation. The essence of hospitality, as demonstrated by the mother and son who went out of their way to provide a meal to two weary travelers, lies in the realm of tacit knowledge—those unspoken, intuitive insights that are often gained through experience and human connection.

Understanding Explicit and Tacit Knowledge

Explicit Knowledge

Explicit knowledge is information that can be easily articulated, documented, and shared. In the hospitality industry, explicit knowledge is found in the structured data that businesses collect and analyze to enhance customer experiences. This includes:

• Customer Profiles: Data collected from booking history, preferences, and feedback forms.
• Standard Operating Procedures (SOPs): Manuals and guidelines that dictate how services should be delivered.
• Training Materials: Documented training programs that educate employees on best practices.
• Analytics Reports: Data-driven insights used to forecast demand, manage inventory, and optimize operations.

Explicit knowledge is invaluable in ensuring consistency, efficiency, and scalability in the hospitality industry. It allows businesses to deliver personalized services at scale, catering to the individual preferences of each guest based on their past interactions.

Tacit Knowledge

Tacit knowledge, on the other hand, is the unspoken, intuitive knowledge that is difficult to document or articulate. It is gained through experience, human interaction, and a deep understanding of the cultural and emotional nuances of hospitality. In the hospitality industry, tacit knowledge might include:

• Intuitive Customer Service: The ability to anticipate and respond to customer needs without being explicitly told.
• Cultural Sensitivity: Understanding and respecting the cultural backgrounds and expectations of guests.
• Problem-Solving: The ability to handle unexpected situations with grace and creativity.
• Emotional Intelligence: The capacity to connect with guests on a personal level, creating memorable experiences that go beyond the transactional.

Tacit knowledge is what allows hospitality professionals to deliver those “wow” moments that cannot be scripted or predicted by data alone. It is the difference between merely meeting customer expectations and exceeding them in ways that leave a lasting impression.

The Challenge of Scalability in Tacit Knowledge

One of the biggest challenges with tacit knowledge is its inherent lack of scalability. Tacit knowledge is deeply personal and often unique to the individual who possesses it. When that person leaves the organization, their valuable insights and expertise often leave with them. Unlike explicit knowledge, which can be documented, duplicated, and widely shared, tacit knowledge is much harder to transfer from one person to another. This makes it difficult for organizations to replicate those exceptional experiences consistently across their entire operation.

The Importance of Balancing Explicit and Tacit Knowledge in Hospitality

While explicit knowledge provides the foundation for delivering consistent and personalized services, it is the tacit knowledge that truly elevates the hospitality experience. In a world increasingly dominated by data and technology, the human element of hospitality—rooted in tacit knowledge—becomes even more critical.

Enhancing Customer Experiences

By combining explicit knowledge with tacit insights, hospitality businesses can create experiences that are not only efficient and personalized but also deeply meaningful and memorable. For example, a hotel might use explicit knowledge to know that a guest prefers a certain type of pillow or enjoys a particular brand of coffee. But it is the tacit knowledge of a well-trained staff member that leads to an unexpected gesture, such as leaving a handwritten note or offering a comforting meal when a guest arrives late and exhausted.

Fostering Employee Empowerment

Incorporating tacit knowledge into the fabric of a hospitality organization also empowers employees to make decisions that enhance guest satisfaction. When employees have access to others' intuitions, experiences, and emotional intelligence, they are better equipped to handle unique situations and deliver exceptional service. This empowerment fosters a culture of genuine care and hospitality, where employees feel invested in creating positive experiences for guests.

Building Long-Term Loyalty

In the highly competitive hospitality industry, long-term customer loyalty is built not just on the quality of services provided, but on the emotional connections that guests form with a brand. Tacit knowledge plays a key role in fostering these connections. When guests feel understood, valued, and cared for on a personal level, they are more likely to return and recommend the business to others. This type of loyalty goes beyond transactional satisfaction and is rooted in the emotional experiences that only tacit knowledge can create.

Conclusion: The Future of Hospitality in a Data-Driven World

As the hospitality industry continues to evolve in a data-driven world, the importance of balancing explicit and tacit knowledge cannot be overstated. While data and technology will continue to play a crucial role in personalizing and optimizing services, it is the human touch—guided by tacit knowledge—that will set businesses apart in the eyes of their guests.

Unreasonable hospitality, as exemplified by the mother and son who provided a feast to two travelers in need, reminds us that the true essence of hospitality lies in the ability to connect with others on a deeply human level. In an industry that often focuses on metrics and algorithms, the power of tacit knowledge serves as a reminder that hospitality is, at its core, about making people feel valued, cared for, and understood.

Bringing It All Together with xBlock

At xBlock, we understand the critical balance between leveraging data and nurturing the human elements that define exceptional hospitality. Our platform is designed to capture and integrate both explicit and tacit knowledge, enabling your team to deliver not just personalized service, but truly memorable experiences. xBlock addresses the challenges of tacit knowledge by transforming it into a scalable asset that can be shared and utilized across your organization. By capturing and harnessing this invaluable knowledge, xBlock turns a potential vulnerability into a powerful opportunity for growth and innovation.

By empowering your staff with the tools and insights they need, xBlock helps you foster a culture of unreasonable hospitality, where every guest feels uniquely valued and cared for.

Ready to take your hospitality experience to the next level? Discover how xBlock can help you seamlessly blend technology and human touch to create unforgettable guest experiences. Learn more about our solutions and how we can support your business in achieving excellence in a data-driven world.