Whether you manage a hotel, motel, resort, guesthouse or vacation rental property, you’ll have met all types of guests and had to manage their wide range of requirements and guest expectations.
At a time when guest review sites can make or break a business, and social media can expose mismanagement to thousands of people in a matter of hours, hospitality managers need to be at the top of their game.
However, the good news is that meeting guest expectations doesn’t need to be complicated and being aware of consumer trends and behaviors can definitely assist you.
One of the best ways to do this is to divide your guests into different types or personas. Then, once you know which category your guest falls into, you can provide the best possible experience with tailor-made offerings that suit their needs. Not only does meeting guest expectations ensure happier clients, but they are also happy to spend a little more on the services you provide.
Protel has identified 12 guest types and suggested ways to ensure the best guest experience for them.
1 Family groups
Typically, this group comes prepared with a strict itinerary, lots of questions and a fixed budget in place. However, research from Access Development shows that 77 per cent of families said the most critical factor when deciding on their vacation is getting the best value for their budget.
To give them the best experience:
- Make as much information about kid-friendly attractions, activities, restaurants, babysitting readily available to them when they check-in.
- Offer activities that provide great value-for-money
- Highlight how child-safe your property is
2 Affluent guests
This type of traveler expects and values service, comfort and experiences. Typically aged between 49-67, 82 per cent are married, and all expect exceptional vacations in luxurious accommodations. And they’ll happily pay for five-star service and experiences. As a result, luxury consumers are moving away from spending their money on things and focusing on these vacation experiences. This is a positive trend for the hospitality industry.
To give them the best experience:
- Focus on personalization – find out what they like, expect and prefer and then provide it
- Customize tours and experiences to their specific needs – and make them private if possible
- Provide the wow-factor that they’ll share with their friends and family
3 Voluntourism
Many of your guests want to give back to the community they’re staying in and experience local cultures while making a difference. As such, this is more about community than amenities and luxury accommodations.
To give them the best experience:
- Make sure guests are aware of community projects and how they can support them
- Offer discounted rates in the off-season to volunteers
- Create your own sustainable projects that offer benefits to the guests, such as learning a new skill
4 Wellness hunters
These guests often travel alone and are en-route to other types of accommodation such as retreats and classes. The priority with these guests is healthy food, access to exercise, and quiet spaces. And it is an important market, with wellness being a $3.72 trillion global industry.
To give them the best experience:
- Offer activities such as yoga, spa treatments, fitness classes, hiking and therapy
- Make sure your menu has health-conscious options, including vegetarian and vegan
- Have information on local farmer’s markets, health shops and trainers readily available.
5 Boomers
Boomers often travel without children, value comfort, have a large budget and prefer tours and accommodations that are accessible and close to popular tourist spots. This is a growing market, with an average annual spend of $6,600, so knowing what they value and how to deliver it is key to capturing and keeping this market.
To give them the best experience:
- Print out maps, guides, brochures and information for comfortable local tours
- Make sure your property is accessible as possible for those with mobility issues
- Have an alternative to QR codes and apps for the less technically capable
- Identify and recommend tours and excursions suitable for the age group
6 LGBTQIA travelers
This market now exceeds $218 billion annually and is expected to keep growing year on year. And yet, many from this community feel unwelcome and judged by staff, making their experience less than favourable. Demonstrating that you are LGBT-friendly and have a good reputation in the community is key to attracting more loyal guests.
To give them the best experience:
- Align your business with other LGBTQIA-friendly companies in the area
- Encourage guests from this community to write positive reviews
- Have a marketing presence throughout the year from your website through to your reception area
7 Business travelers
The pandemic has significantly impacted the business travel industry. However, as markets reopen, business travel will return at least to some level. Business travelers value efficiency, amenities such as free and fast WiFi, spare cables, chargers and laundry options and recommendations for local restaurants. In return, they have substantial brand loyalty.
To give them the best experience:
- Focus on making your services as efficient as possible with remote check-in and check-out and apps to order services
- Make sure your staff are aware of suitable venues for business dinners and drinks in the local area
- Offer private meeting rooms and business services
8 Vacationers
Although they may only travel once or twice a year, vacation guests will be working to a budget and know what they want to see and do. They want a good balance of sightseeing and comfortable downtime at your property. They also want to book online, so make sure that your website has a modern online booking engine that encourages direct bookings.
To give them the best experience:
- Provide expert, local tips and advice about restaurants, sights, tours and excursions that they might not find online
- When they are at the property, make sure you have a good range of amenities and services that they can enjoy
- Contact them before their arrival with advice on saving money, reducing travel time, and booking their sightseeing trips. Or add it to your website.
- Work with tour guides you know provide a quality experience.
9 Backpackers
Adventurous and price-conscious, backpackers want to experience local life and have a clean, secure place to stay and leave their belongings. As a result, solo travel is one of the most popular categories of travel post-lockdown – and one of the first segments to come back as the sector recovers.
To give them the best experience:
- Provide recommendations for activities and experiences that they can do alone or team up with other backpackers
- Make sure your property has a relaxed, hip atmosphere
- Team up with authentic local activities that will create unique experiences
10 Generation Z
This is a rapidly growing generation of travelers with specific expectations who value certain amenities such as fast WiFi, charging stations, and socializing areas. Although budget-conscious, they will pay for local and sustainable produce and discovering local culture. In addition, they’ll appreciate it if your property has a solid social media presence.
To give them the best experience:
- Make sure you have plenty of locally produced food and drinks
- Ensure that you offer cultural activities – or have companies to hand who do
- Provide information and activities where they can learn about traditions, culture and heritage
11 Digital nomads
Digital nomads work remotely from across the world, allowing them to maintain their income and career while experiencing life in various locations. So naturally, they want high-speed WiFi, but they also want to be connected with other travelers and locals, so anything that your property can do to make them feel at home will impress them. As a result, the remote workforce has increased by 140 per cent since 2005.
To give them the best experience:
- Create a space at your property that mixes business and leisure where nomads can hang out, have a snack but also get some work done.
- WiFi and multiple charging ports are a must
- Maintain a list of places where other travelers and local business people hang out
12 Green travelers
Eco-friendly travelers are increasingly common, and they are looking for sustainable, environmentally friendly practices in their chosen accommodations. They want to have as small a carbon footprint as possible. But your policies must be meaningful and not self-serving. This will not only appeal to green travelers, but now almost all your guests are looking for green policies.
To give them the best experience:
- Update your accommodations, so they are genuinely eco-friendly with a minimum impact on the natural environment, such as green energy
- Do not greenwash – you will be found out if you are just pretending.
- Source local and sustainable products and use them throughout your property
As a property manager, you need to know what your guests want and expect and customize your offering, services and experiences to create loyal guests and repeat business. Make sure that you listen to your guest’s feedback, connect with other trusted suppliers in your local area and tailor your offerings to your guests’ needs.