How to choose the right amenities for each type of guest

Amenities are the special comforts and services offered to make the guest experience more comfortable, personal and memorable. They vary according to the type of customer and have a considerable impact on satisfaction and loyalty. Whether your guests are travelling on business, as couples or as families, choosing the right amenities can be decisive in the review they leave.

To identify the audience you want to reach and choose the right amenities, it is important to consider:

• Guest demographics: age, gender, origin and income;
• Reason for travelling: understand whether the guest is on a business trip, on holiday, on a weekend break or celebrating a special occasion;
• Preferences and lifestyles: an interest in things such as healthy living, sustainability and cultural experiences has a direct bearing on the choice of amenities;
• Customer feedback and reviews: look at what existing guests tell you. Positive feedback on particular amenities helps identify what goes down best, while comments about what is missing or needs improving points to what should be added or upgraded;
• Market trends and competitors: watching what the competition offers and following trends in the hospitality sector (such as the growing popularity of exclusive, personalised experiences) can guide the best choices for your audience;
• Location of the property: the destination and the setting in which the property sits (beach, city, countryside and so on) also influence which amenities are appropriate.

Examples of guest groups and what to offer as amenities

Business guests:

Business guests value efficiency and practicality. They need a space that lets them carry on with their professional work, with everything needed to ensure productivity and comfort.

Examples of amenities for this group:

• Fast, reliable internet;
• Sockets and USB ports;
• Desk lamp and ergonomic chair;
• Reading and entertainment;
• Access to the spa and treatments;
• Iron and ironing board;
• Tea, coffee and minibar in the room;
• Coffee to go;
• Welcome drink;
• Meeting and conference spaces.

Leisure guests:

This type of guest is looking for a setting that offers rest and relaxation, with entertainment options and facilities for a comfortable stay. For families, it is essential to include amenities that also meet children's needs.

Examples of amenities for this group:

• Kitchenette;
• Facilities for children;
• A varied choice of meals;
• Airport shuttle;
• Newspapers, magazines and entertainment;
• Music and a smart TV.

Weekend guests:

Guests looking for a weekend break generally want to relax and make the most of the destination. They value convenience and services that deliver a practical, memorable experience in a short time.

Examples of amenities for this group:

• Flexible check-in and check-out times;
• Quality bath and toiletry products;
• Luggage room;
• Tourist information and tips;
• Free parking.

Millennials and Gen Z:

Millennials and Gen Z, generally younger and digitally connected travellers, appreciate freedom, innovation and unique experiences. As well as looking for somewhere to relax, many work remotely and enjoy socialising in shared areas.

Examples of amenities for this group:

• Fast internet;
• Coworking areas and shared spaces;
• Themed workshops;
• Bicycles and scooters;
• Free access for pets.

Couples on a romantic break:

Couples looking for a romantic experience want intimate settings and amenities that make the stay special and memorable. This guest profile values comfort, romance and small surprises.

Examples of amenities for this group:

• Comfortable bathrobe and slippers;
• Spa and welcome massage;
• Champagne and wine;
• Romantic room service;
• Welcome basket and special amenities: treats such as chocolates, rose petals and other romantic touches;
• Smart TV or speaker.

By understanding who your audience is and what they genuinely value, you can plan a set of amenities that creates unique, memorable experiences, standing out in the hospitality market and building guest loyalty.

And for you, which amenities are essential?

Tell us in the comments.