How to Understand What Hotel Guests Really Want

One of the most complex challenges in hospitality is understanding what guests truly want. It is not simply about providing a clean room or friendly service; that is the bare minimum. Today, our guests seek personalised experiences—feelings that connect them emotionally with the destination and the team looking after them. And in an industry as dynamic as hospitality, where competition is fierce and expectations constantly evolve, anticipating guests’ needs is not merely an art; it is a science. The modern guest is hyper-connected, demanding and well informed. Their expectations are shaped not only by previous experiences at other hotels, but also by technology trends, social media and new lifestyles. This means that, as hoteliers, we cannot simply follow market trends; we must lead them. Understanding what guests want, even before they ask for it, is the key to delivering service that exceeds expectations. This article does not aim to offer a magic formula, but rather a guide to gaining that deep, genuine understanding of what guests desire. Because, as I often say, “True excellence is not measured by what we offer, but by what guests remember about their experience.” And this is achieved not only through luxury or technology, but through the ability to read between the lines and listen beyond words.

How do we discover what guests truly want?

1. 1. Listen actively This may seem obvious, yet it is often overlooked. Listening is not only about paying attention to what guests say directly, but also to what they do not say. Reviews on digital platforms, satisfaction surveys and everyday conversations with front desk staff can reveal a great deal about hidden expectations. It is essential to establish ongoing feedback systems that enable this information to be collected and analysed.
      • Relevant insight: According to a Forbes study, 89% of consumers prefer personalised experiences based on their previous behaviour and preferences.
   2. Analyse guest behaviour This is where technology plays a crucial role. Today, we have data analytics tools that allow us to observe behavioural patterns among our guests. From online bookings to minibar preferences, every interaction is an opportunity to learn. Implementing a well-optimised customer relationship management (CRM) system will allow you to segment audiences and anticipate needs.
      • Key figures: An Accenture report reveals that 75% of consumers are more likely to buy from a brand that recognises them by name and offers recommendations based on previous purchases.
   3. Observe market trends Guest expectations are influenced by what they see and experience in other sectors. For example, the rise of on-demand services such as Netflix and Uber has set a standard for immediacy and personalisation. In hospitality, this translates into the need to adapt our services to offer greater flexibility, whether through personalised check-in or made-to-order experiences.
   4. The importance of the emotional factor Beyond tangible services, guests seek experiences that connect with them emotionally. This includes everything from the care provided by staff to the small details that make a difference, such as remembering a guest’s name or their preference for a particular type of pillow. Creating memorable moments is essential to ensuring that guests are not merely satisfied, but delighted.
      • Lesson learned: A study conducted by consulting firm PwC found that 86% of customers are willing to pay more for a better emotional experience.
   5. Continual innovation in the service offering We cannot remain anchored to what works today, because what works today may not be enough tomorrow. Guests value innovation, whether in the culinary offering, wellness services or personalised in-room experiences. Staying current with the latest technologies and adapting them creatively to the hotel’s proposition is crucial not only to satisfy guests, but to delight them.
      • Additional insight: According to Hospitality Technology, 74% of travellers state that technology influences their travel decisions, and they seek options that offer added value through innovation.
   6. Staff training No matter how advanced the technological systems or how modern the facilities may be, the human factor remains at the heart of the hotel. Training staff to be not only efficient, but also empathetic and proactive, makes the difference between a satisfied guest and one who returns. Empowering the team to make decisions that enhance the guest experience is vital to building long-term relationships.
   7. Personalisation at scale Although it may seem contradictory, it is possible to personalise the experience at scale by using the right tools. From using artificial intelligence to predict preferences to creating tailored packages based on the guest profile, the key is to make every guest feel special, even in a hotel with hundreds of rooms.

Understanding what guests truly want is not a static process. It evolves over time and, above all, alongside new technologies and changing market expectations. The real challenge lies in remaining curious and always willing to improve. Because, at the end of the day, a hotel’s success is measured not only by its facilities or services, but by the unique experiences guests take with them when they leave. As I mentioned earlier, true excellence lies in what guests remember. And to achieve that, the key is to know them deeply—even better than they believe they know themselves.