What the modern hotel guest really wants

From comfort to connection

Lightspeed, supplier of innovative technology in the hospitality sector, asked 1,000 consumers in the Netherlands about the factors that contribute to a positive guest experience. What did they find out? The modern hotel guest expects more than a comfortable bed, a welcoming reception and a good location. Digital solutions, sustainability and personalised service are now crucial in the choice process.

Hospitality is, not unexpectedly, number one for hotel visitors. For 46 per cent of consumers, a personal welcome is important when choosing a hotel. Convenience and efficiency in booking are also valued. Over a third (36 per cent) value the user-friendliness of the booking process on the hotel website, while 27 per cent value the quality of the website in general. 

During check-in, guests also seek convenience: 18 per cent would like to see options for self-check-in, such as apps or check-in kiosks. This gives travellers the freedom to check in independently, reducing waiting times and increasing overall efficiency. 

Gastronomy and sustainability

An unforgettable hotel experience is not only about comfort, but also about sustainability and good food. The presence of a quality restaurant in the hotel is an important factor for 26 per cent of consumers when choosing a hotel. In addition, more and more consumers value hotels' sustainability policies. 16 per cent consider it important in their choice that the hotel takes measures to operate sustainably.

Tools for a better guest experience

Once at their destination, guests want to be able to manage their stay without unnecessary delays. Almost a third (32 per cent) of consumers would like to be able to check in and out, book hotel services (such as spa, room service and meeting rooms) and communicate with staff via a mobile app. This interest shows the rise of the 'digital guest', looking for convenience and flexibility. In addition, 29 per cent value local recommendations from the hotel for restaurants, attractions and activities.

Customisation contributes to a luxurious stay. Sixteen per cent find it important that a hotel remembers their preferences - from room temperature and pillow type to favourite minibar products. Personalised guest profiles make guests feel right at home, without having to state their preferences all the time.  

Implementing these profiles makes it possible to welcome returning guests with exactly the service that suits them, leading to higher customer satisfaction and stronger brand loyalty.

Technology that brings the hotel room to life

Smart technology that allows guests to control lighting, temperature and the entertainment system via voice control or an app is on the rise. Fifteen per cent say they consider this important when booking a hotel. Virtual concierges are also appreciated: ten per cent of guests like being able to ask questions to a virtual assistant available 24/7 during their stay. 

The added value of small details 

Despite technical marvels and smart systems, it is often the small details that make a stay special. Thirteen per cent of consumers like to find books in their hotel room that match their interests. This gesture not only shows attention to detail, but also makes guests feel that the hotel takes their personal preferences and interests into account.

All things considered, the modern hotel guest is looking for more than basic comfort. Convenience, efficiency, sustainability and personalisation are key. By responding to these needs and cleverly integrating technology, hotels can offer a unique and valuable experience to their guests. Creating a stay that feels like a personal experience allows hotels to remain in the memory of their guests, building long-term loyalty.