7 Types Of Hotel Guests And How To Attract Them To Your Property

Introduction

Hotels play a fundamental role in delivering exceptional experiences to a wide spectrum of clients. Gaining insights into the types of hotel guests can become a powerful tool to empower properties to offer personalized stays that leave enduring impressions and boost your bottom line.

In this revised guide, we will examine seven different guest types in the hotel business and offer doable tactics to attract and delight each group with careful attention to detail and strategic implementation.

1. The Efficient Business Traveler

Business travelers place the highest value on efficiency when staying at hotels. They are looking for efficient procedures, timely services, and a calm environment that encourages productivity. High-speed Wi-Fi, in-room workstations, quick check-in and check-out, and easy access to business centers are all critical features for this group.

What Business Travelers Value

• Time efficiency: Smooth procedures that get rid of administrative hassles and waiting

• Workspace quality: multiple power outlets, adequate lighting, and ergonomic desk arrangements

• Connectivity: Technology that facilitates virtual collaboration and enterprise-grade Wi-Fi

• Quality of sleep: High-quality bedding and efficient soundproofing

How to Attract Business Travelers

• Use digital room keys to enable mobile check-in and check-out.

• Offer high-speed internet with dedicated bandwidth for video conferencing

• Provide spaces for micro-meetings or private work pods that can be reserved in public spaces.

• Provide express service options for everything, including laundry and breakfast.

• In your marketing, emphasize how close you are to corporate headquarters and business districts.

• Create corporate rate packages with value-added services

Modern hospitality management software offers specific features that cater to business travelers, including streamlined check-in/check-out processes and integration with partner systems. A mobile-friendly interface allows your staff to serve business guests efficiently, while advanced yield management features help optimize rates for corporate clients, ensuring they receive value alongside the efficiency they prioritize.

2. The Leisure Explorer

Leisure travelers set out on adventures to unwind and discover.  They search for cozy accommodations, close access to tourist destinations, well-chosen suggestions from concierge services, and extras like spas or pools that make their trip more enjoyable.

What Leisure Explorers Value

• Authentic experiences: Opportunities to connect with local culture and people

• Comfort and relaxation: Quality accommodations that serve as a peaceful home base

• Information access: Easy availability of local insights and recommendations

• Flexibility: Options to customize their experience based on changing desires

How to Attract Leisure Explorers

• Create themed itineraries for different interests (foodie tours, architecture walks, etc.)

• Create unique alliances with nearby attractions to gain special access.

• Design Instagram-worthy spaces and “photo moment” opportunities

• Train staff as local ambassadors with deep knowledge of the area

• Create digital concierge services with real-time recommendations

• Showcase visual content highlighting both your property and local attractions

A robust hotel channel manager can connect you to hundreds of online travel agencies, allowing you to reach leisure travelers at their preferred booking platforms. Website builder tools empower you to create mobile-friendly sites that showcase your property’s leisure amenities, while detailed reporting helps you understand these guests’ booking patterns and preferences for future marketing.

3. The Family Vacationers

Families with children need accommodations that are family-friendly and require extra attention to detail. Multigenerational travel is currently a $175 billion global opportunity, according to recent hospitality research, with average costs 30% higher than those of regular reservations.

What Family Vacationers Value

• Safety and security: Child-friendly environments with appropriate safeguards

• Space and comfort: Room to spread out and accommodate family dynamics

• Entertainment options: Age-appropriate activities for different family members

• Dining flexibility: Adaptable meal plans and kid-friendly menu selections

• Creating memories: Possibilities for deep, shared experiences

How to Attract Family Vacationers

• Provide family suites with considerate divisions between areas for adults and children.

• Simplify the booking procedures for connecting room packages.

• Create supervised children’s club activities for various age groups.

• Provide age-appropriate entertainment in teen lounges.

• Offer family pools with graduated depths and water features

• Establish “kids eat free” initiatives during family mealtimes.

• Feature real families in marketing materials showing authentic experiences

Advanced reservation systems make managing family bookings simple, with capabilities to handle connecting rooms, package rates for families, and special requests. A customizable hotel booking engine allows you to showcase family-friendly amenities and create special packages that can be booked directly, increasing your revenue from this high-value segment while simplifying the booking process for busy parents.

4. The Romantic Getaway Seekers

When it comes to creating a romantic getaway, couples have unique preferences. Intimacy and privacy are crucial for romantic travelers. Hotels should prioritize designing spaces that allow couples to connect without disruptions.

What Romantic Travelers Value

• Privacy: Intimate spaces free from disruptions and unwanted attention

• Ambiance: Thoughtful aesthetic elements that create romantic atmosphere

• Exclusivity: Access to experiences that feel special and unique

• Personalization: Touches that acknowledge the specific nature of their celebration

How to Attract Romantic Travelers

• Create private dining spaces for intimate meals

• Design rooms with romantic features like soaking tubs and premium linens

• Offer secluded accommodation options like private villas or cabins

• Create packages for special occasions that go beyond the typical champagne and chocolates.

• Create private experiences like stargazing, beach picnics, or guided nature walks

• Train staff in discretion and reading couples’ desire for interaction or privacy

• Develop specific content for different romantic occasions in your marketing

Hotels should provide options for secluded accommodation, such as private villas or cabins tucked away in lush surroundings. Hotels can satisfy the needs of romantic tourists looking for a getaway from the outside world where they can make priceless memories together by putting an emphasis on seclusion and intimacy in both physical areas and experiences.

5. The Eco-Conscious Travelers

Eco-conscious tourists place a high premium on environmental sustainability. They are drawn to hotels that value recycling, energy-saving features, farm-to-table meals, and other environmentally conscious policies that reflect their values.

What Eco-Conscious Travelers Value

• Genuine sustainability: Evidence of real environmental commitment beyond token efforts

• Transparency: Clear communication about environmental practices and impact

• Local sourcing: Food and products that minimize carbon footprint

• Conservation efforts: Active participation in protecting local environments

• Educational opportunities: Chances to learn about environmental initiatives

How to Attract Eco-Conscious Travelers

• Implement visible sustainability initiatives like bulk bathroom amenity dispensers

• Eliminate single-use plastics throughout your property

• Install water bottle filling stations and provide reusable bottles

• Source organic, local ingredients for your restaurant

• Implement energy-saving technologies like smart thermostats and LED lighting

• Obtain recognized green certifications for your property

• Communicate your sustainability story authentically through marketing channels

With a strong hotel PMS, hotels can align with the preferences of eco-conscious travelers. They can implement sustainable practices like recycling and energy efficiency, alongside offering farm-to-table dining options. This strategic approach enables hotels to effectively promote their eco-friendly initiatives, appealing to and satisfying eco-conscious guests, who are willing to pay a 10-15% premium for authentic environmental credentials.

6. The Luxury Enthusiasts

Luxury travelers have discerning tastes and demand the highest in opulence. They yearn for lavish suites, personalized butler services, gourmet dining experiences, exclusive access, and opulent amenities.

What Luxury Travelers Value

• Exceptional service: Anticipatory attention that exceeds expectations

• Exclusivity: Access to unique experiences not available to everyone

• Craftsmanship: Attention to detail in every element of their stay

• Recognition: Acknowledgment of their status and preferences

• Curated experiences: Tailored recommendations reflecting sophisticated tastes

How to Attract Luxury Travelers

• Focus on impeccable service with high staff-to-guest ratios

• Offer unique experiences not available to the general public

• Invest in high-quality fixtures, furnishings, and amenities

• Provide personalized services that anticipate needs before they’re expressed

• Create seamless celebration planning services for special occasions

• Develop partnerships with luxury brands for exclusive collaborations

• Implement discreet VIP recognition programs

Hotels should offer an array of features to deliver a personalized and opulent experience. The ability to provide personalized butler services caters to individual needs, while efficient management of gourmet dining experiences and exclusive access ensures the highest level of luxury that these guests expect and are willing to pay premium rates to receive.

7. The Wellness Advocates

Health and wellness-focused guests seek balance and rejuvenation during their stay. They prioritize hotels with wellness centers, yoga and fitness facilities, organic dining options, and holistic spa treatments.

What Wellness Travelers Value

• Holistic offerings: Integrated approaches to physical, mental, and spiritual wellbeing

• Authenticity: Wellness programs rooted in tradition and expertise

• Quality facilities: State-of-the-art fitness equipment and treatment spaces

• Healthy dining: Nutritious food options supporting wellness goals

• Sleep enhancement: Features that promote optimal rest and recovery

How to Attract Wellness Travelers

• Develop specialized wellness packages and retreats

• Install high-quality fitness facilities and offer fitness classes

• Create healthy, organic menu options with clearly marked nutritional information

• Design rooms with wellness features like purified air systems or meditation spaces

• Partner with local wellness practitioners for specialized treatments

• Implement recovery technologies like cryotherapy or infrared saunas

• Create content addressing specific wellness concerns and benefits

For wellness advocates, hotels need to focus on comprehensive health and wellness offerings. Wellness centers and fitness facilities enable guests to maintain their routines and find equilibrium during their stay. Offering organic dining options and holistic spa treatments align with the wellness-focused preferences of these guests, who now represent one of the fastest-growing segments in the hospitality industry.

Understanding Guest Types: The Key to Personalization

It’s crucial to understand the different types of hotel guests to elevate your services and create unforgettable experiences. The diverse tapestry of hotel guests presents boundless opportunities for properties to excel through personalization. According to research on service quality and customer satisfaction, offering customized experiences as a strategic marketing tool helps build customer loyalty.

The modern hospitality industry should focus on:

• Collecting and analyzing guest data to identify preference patterns

• Training staff to recognize and respond to different guest types

• Implementing technology that enables personalization at scale

• Creating flexible spaces and services that can adapt to various needs

• Developing targeted marketing campaigns for each guest segment

In conclusion, the global base of hotel guests mirrors the diversity of the world itself. Recognizing and catering to the unique profiles and preferences of different types of guests in the hotel industry remains the bedrock of guest satisfaction. By understanding what drives each segment and implementing strategic approaches to attract and delight them, hotels can transform first-time guests into loyal advocates for their property.

FAQs About Hotel Guest Types

How do I determine which types of guests my hotel should target?

Analyze your property’s strengths, location, and current guest mix. Consider your unique selling points and which guest segments they might appeal to most. Review your guest feedback to identify which segments you’re currently serving well, and conduct market research to understand demand in your area.

Can my hotel successfully cater to multiple guest types simultaneously?

Yes, most successful hotels serve multiple guest segments. The key is creating spaces and services that can adapt to different needs without creating conflicts. For example, having both quiet work-friendly areas and family spaces, or scheduling adult-focused activities at times that don’t overlap with family programming.

How can I implement personalization without a large technology budget?

Start with staff training and simple preference tracking. Even without advanced systems, you can maintain basic preference notes in your reservation system, train staff to note and remember returning guest preferences, and create standard operating procedures for personalizing stays based on guest segment.

What’s the most cost-effective way to attract new guest segments?

Begin by optimizing your online presence for your target segments through focused content creation and SEO. Develop strategic partnerships with complementary businesses that already serve your target audience. Create one signature amenity or service for each target segment before expanding your offerings.

How often should we review and update our guest segmentation strategy?

Conduct a comprehensive review annually, but monitor trends quarterly. The hospitality landscape evolves continuously, so regular assessment of changing guest preferences is essential. Watch for emerging sub-segments that might require tailored approaches.

What metrics should I track to measure success with different guest types?

Beyond basic occupancy and revenue, track segment-specific metrics like repeat booking rates, upsell acceptance by segment, sentiment scores in segment-targeted review questions, and direct booking percentages. Compare length of stay and total spend across segments to identify your most valuable guests.

‍