A family might visit your property on vacation, or a single guest may be recharging their batteries after a long business trip. Or, you could have a group exploring the city for its best food.
Whether it’s their first time visiting your city or their tenth stop around the world, different types of travelers arrive with very different expectations – and even more diverse priorities. A guest may be seeking a short break in between meetings. One guest might be looking for a quick break between meetings. Third, they are simply trying to find the simplest way to keep their children entertained.
Today’s guests rarely fit cleanly into ‘leisure’ or ‘business.’ They blend priorities – working remotely one day, wine tasting the next. The more you understand each type of traveler, the better you can price, package, and position your offer – tailoring your offering to their needs to ensure their experience leads to great reviews and repeat bookings.
This guide identifies nine different types of hotel guests, their actual needs, and how hotels can meet them. It doesn’t matter whether you manage a large hotel in the city or a small, independent property. Understanding your guests can help you stay competitive, price more effectively, and serve better.
1. Solo travelers
Solo travelers can be Gen Z adventurers, gap year students or empty-nesters who travel after retirement. While motivations differ – from self-discovery to wellness escapes – solo travel is on the rise. Solo travel is increasing. Skyscanner survey The study found that 43% took a trip alone in the past year. Most plan to take another solo trip.
What solo travelers need to know:
- Safety and comfort
- Walking or easy access to transportation
- Clean, well-lit rooms with essentials – fast Wi-Fi, solid showers, streamlined check-in
- Personal touches to make the customer feel appreciated (e.g. local welcome notes, curated guide)
What hotels can offer:
Offer single-occupancy rates that don’t consist of leftover double rooms. Transparency is key when it comes to room layout and size. When you are catering to digital nomads or solo entrepreneurs, emphasize late checkout options. Solo travelers often make fast booking decisions – strong reviews, mobile-friendly sites, and clear offers help them commit.
You can find out more about the amenities that are important to you by reading our guide. highlight for solo travelers.
2. Family Travelers
Families are one of the most valuable – and often underestimated – segments in hospitality. They tend to book earlier, stay for longer, and occupy many more rooms than the majority of other guests.
They have also higher expectations. Booking decisions often hinge on practical details – room configuration, kid-friendly dining, safety, and convenience.
Families don’t only want a place to rest. They want a base that can accommodate everyone from toddlers to teenagers (and even pets).
What is important to family travelers?
- Rooms or suites that connect
- Kid-friendly amenities include cribs, highchairs and play areas.
- Park in close proximity to attractions or parks
- Easy check-in and allergy-aware meals. Flexible meal times
What hotels can offer:
If you’re family-friendly, say so – and show it. Explain how you can accommodate families. For example, offer information on room layouts and crib availability.
Incorporate things that relieve stress for parents, such as on-site laundry and breakfast. And promote what sets you apart – even if it’s as simple as a shaded play area or a pet-friendly policy that welcomes the whole family.
Consider partnering with local services if you do not offer childcare or entertainment. Show that you understand what parents juggle – they’ll remember the effort.
For a detailed breakdown of the amenities that matter to families – from playgrounds and pools to Wi-Fi and convenience stores – read our full guide: Important amenities to highlight for families
Business Travelers
Business travelers have high expectations and little time. Whether they’re flying in for a board meeting, conference, or client pitch, they want consistency, speed, and comfort – no surprises, no friction.
But this segment is evolving. They expect hotels to accommodate their needs. It means that you need to have the basics covered, but you also want to add a few extra comforts.
What business travelers need to know:
- Check-in/checkout seamless and digital receipts
- Secure, high-speed Wi-Fi and ergonomic workstations
- Easy airport access or central location
- There are quiet zones and 24 hour services
What hotels can offer:
Focus on the aspects that will streamline your stay. You might consider mobile key access or auto-generated bills, as well as same-day laundry service. Be sure that your pricing and amenities for weekdays reflect the needs of your guests, not only your compset. Business travelers are often repeat guests – but only if you deliver a smooth, reliable experience every time.
Digital Nomads
Digital nomads have a unique way of doing business. They’re not squeezing in meetings between flights – they’re building work weeks around places they want to be. This means that they can stay longer, have more flexibility and expect different things in terms of space, service and connectivity.
What is important to digital nomads?
- Rates for monthly rates Workation packages
- Meeting others in social places
- Gyms, groceries and wellness services are available
- The quiet work environment is ideal for phone calls and deep working
What hotels can offer:
Not only your location, but also your infrastructure should be highlighted. Mention if you have a quiet, spacious room with a desk and high-speed Wi-Fi. Mention your weekly specials on the booking engine. This group often books fast and stays longer – but only if they know they’ll be able to work without hassle.
4. Adventure travellers
The thrill seekers in this group are more concerned with the experience than the luxury. These thrill seekers often travel during off-seasons, book close to their travel dates and spend more on activities and sights than on amenities.
These guests are seeking adrenaline authenticity, unique experiences, and off-the-beaten-path adventures. Adventure travelers book based on what’s nearby – hiking trails, surfing beaches, climbing crags, or wildlife encounters like safaris.
What adventure travelers need to know:
- Nature, parks and excursions are nearby
- Transport links, secure gear storage, laundry
- Breakfasts on the go or quick meals
- Travel Tips and Authentic Local Knowledge
What hotels can offer:
Rent out hiking and adventure gear on your website. Packages can be offered by local outfitters and guides.
Create landing pages and rate plans that are aligned with seasonal events.
Showcase your basecamp role, and not only as a place to sleep. Offer weather updates and rental gear partnerships.
Create seasonal offers around events or trail openings. Promote social-proofed content on social media – adventure travelers love visual, real-life storytelling.
5. SMERFs, group travelers and the Group Travel Assistance Program
SMERFs – Social, Military, Educational, Religious, and Fraternal groups – don’t always get the spotlight in hotel strategy. But they should. They may not fall into the traditional market segmentation categories, but they travel in large numbers, book year-round and fill rooms when others don’t.
These groups are often large, they book in advance, and their needs differ from those of leisure or corporate guests. They’re organizing reunions, getaways, tournaments, field trips, and meetups – and looking for properties that can accommodate them without friction.
What’s important for SMERF and group travellers:
- Hotel room blocks and rates for groups
- Meeting rooms or event spaces, such as common lounges or banquet areas
- Simple logistics, such as meal plans and parking for vans or buses, include simple logistics.
- Transparent policies, responsive communications and staff that can assist with planning and coordination
What hotels can offer:
Make sure you’re visible to group planners (e.g. GDSs, niche OTAs and associations). SMERFs may not be used to planning corporate travel. Since they are often volunteers, who have to juggle many responsibilities, clarity and support can go a very long way. Train your staff on how to deal with group dynamics and logistical issues.
Your website should promote your group’s capabilities. Provide template quotes, downloadable info sheets, as well as a contact person. And keep in mind: these bookings often land in shoulder seasons – helping you pace occupancy and keep ADR healthy when demand is softer.
Read more: What does SMERF mean for hotels
6. Budget traveler
Budget travel does not necessarily mean cheap. Budget travel isn’t about being cheap. Instead, it’s all about being intentional. Travelers who are concerned about quality, and not just the lowest price. They do their homework – scanning reviews, comparing fees, and double-checking what’s really included.
Students, retirees or anyone looking to maximize a modest budget could be this group. This group can be flexible in terms of dates and locations, but still expects honesty and cleanliness.
What budget travelers need to know
- Basic but well maintained facilities
- There are no surprises and rates that are transparent.
- Strong value for money – breakfast, Wi-Fi, laundry
- Websites with easy navigation, reviews that are reliable and realistic pictures
What hotels can offer:
Be upfront. Budget guests are not fussed about simplicity but do dislike being misled. Clearly outline what’s included – and what’s not. Avoid any upselling or surprises.
Place the value in bold: “Free breakfast.” No resort fee. “Central location.” Budget travelers trust reviews more than brand promises and rely on other travelers’ opinions.
Also, they are looking for useful details such as where to find the nearest supermarket, information on local transportation, or restaurant options. So, make sure your website is informative. And remember, these guests often book late at night from their phones – your listings should load fast, read clearly, and build trust quickly.
More about meeting the needs of budget travelers
Backpackers
A distinct group within budget travel – frugal, flexible, and often fluent in navigating uncertainty. They do not book months in advanced. On the bus, they read hostel reviews and make decisions on the spot based on their gut feeling and Wi-Fi. They prioritize flexibility, social connections, and shared space over privacy and polish.
What backpackers need to know:
- Dorms are available at low cost, with secure storage and access to security.
- Kitchens, laundry and other common areas are shared.
- Bookings with flexible terms, late check-in and 24/7 reception are available.
- Atmosphere – other guests, social energy, and staff friendliness
What hotels can offer:
Offer community-driven spaces: movie nights, walking tours, cooking classes. Build trust by using Instagram and hostel review websites.
Even a budget place should feel curated – travelers don’t return to “cheap,” they return to “memorable.” And if you’re listed on OTAs or hostel platforms, keep availability current – this segment often books last minute.
7. Luxury traveler
Luxury travelers are willing to pay higher rates and expect a better experience. High rates bring high expectations in terms of consistency, personalization and feeling like you are being treated with human care.
Although price is seldom the deciding element, it must still match the experience. The profile of the guests varies in terms of age and demographic, ranging from honeymooners and high-net-worth people to discerning individuals seeking excellence and escape.
It’s not just a simple booking; it’s an investment of their most valuable resource: time. They want to feel like they got their money’s worth. Many people plan in advance and expect smooth handling between bookings and arrivals. They also rely heavily on subtle quality signals to decide if the stay is worth it.
What matters for luxury travelers?
- Service that is discreet, tailored and proactive.
- Unique dining, wellness, design and culinary experiences
- Book and Stay with No Friction
- Prices and perceived values must match
What hotels can offer:
You can also read about the advantages of using Virtuoso’s Matthew Upchurch notes, today’s luxury guests aren’t just comparing brands – they’re comparing value. A $2,000 room night sets a certain expectation. This experience should start online, continue on the doorstep, and remain constant throughout the entire stay. The guests should not only see the difference but also feel it.
Make sure what you offer at every touchpoint matches what you’re charging – and where possible, exceeds it in thoughtful, understated ways. Trust and subtle delight are the keys to gaining loyalty, not discounts.
Find out more about how to meet the needs luxury travelers in our guide
8. Foodies
Food-focused travelers plan their next trip around restaurants, markets, and local specialties – and expect their hotel to either be part of that story or help them access it easily.
They do their homework. These guests often do their research. They read reviews, scan menus, and follow chefs on Instagram.
What’s important to foodies
- The best on-site restaurants are consistent, have good reviews and stand out.
- Near markets, local staples, food tours and other attractions
- Staff will give you real recommendations, not just a list.
- Memorable food moments
What hotels can offer:
Make it easy to locate and trust your food. If you serve something excellent, show it – with real photos, a sample menu, and comprehensive descriptions. You can be a local guide even if you do not serve meals.
Encourage staff to tell you their favorite restaurants. It will feel more authentic.
To make bookings easier, you can partner with local restaurants and businesses.
9. Pet Travelers
Pets are a must-have travel companion for many guests. These travelers, whether they are on a roadtrip, moving, or unwilling to leave their dog behind, make booking decisions on the basis of clear pet-friendly policies. They’re looking for signs indicating that their pet will be genuinely welcomed.
What pet travelers need to know:
- Let’s be clear about the pet fee, size restrictions, and permitted areas.
- Amenities on-site (bowls and treats, beds, etc.)
- Access to outdoor areas, for walks or bathroom breaks
- Friendly staff who care for animals
What hotels can offer:
Clarity is the first step. Create a page for pets with FAQs, fees and other information. Offer packages with pet inclusions or welcome kits. Mention if you have a relief area for pets. If you do not, describe nearby alternatives.
If you have the space, adding a small dog run, or an outdoor shaded area, can really make your property stand out. This is especially true for guests who stay more than one night.
A well-treated pet guest often turns into repeat bookings – and a stream of social media content you didn’t have to pay for.
Understanding your audience will help you attract guests and win their loyalty
Understanding who’s searching for – and staying at – your hotel is the foundation of every strong commercial decision. This influences how you set prices, create offers and schedule your staff. Hotel guests are different. A hotel with four SMERF groups behaves differently. And a luxury traveler has very different preferences than a budget traveler.
You can better anticipate their needs and make sure you’re ready to welcome them back when they return. You know which guest segments are driving demand, you can focus your time – and budget – on the strategies that actually move the needle.
Data is at the heart of all this. Lighthouse Business Intelligence This tool gives you an instant insight into the performance of your hotel so that you can confidently make informed decisions.
You can break down performance by segment, rate code, or source market – not just at month-end, but as it’s unfolding. You can track how many days in advance travelers book, the length of their stay, and how much revenue is being lost. It’s also built to be shared so your entire commercial team can remain aligned on what’s going on and what you should do next.
When you understand who your guests really are – and how they behave – it becomes much easier to make decisions that win them over. That starts with data that’s easy to access – and built to act on.
Lighthouse
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We turn complexity into confidence through actionable market intelligence, pricing tools, and business intelligence.
We are constantly innovating to provide the best platform to hospitality professionals so that they can price more effectively, measure their performance more efficiently and understand the market better.
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Visit Lighthouse for more information. https://www.mylighthouse.com.
