Different traveler types will come with different expectations and needs, and have different experiences. By keeping some of the main hotel guest categories in mind, you can not only cater for your different types of guests but set expectations correctly. In peak periods this can be key to gaining positive reviews and having a good season.
Low Season vs. High Season
To best serve your guests during high season, it’s important to understand their unique needs and expectations. While factors may vary by hotel and location, we can identify several general differences between low and high season travelers.
During the low season, a large proportion of hotel guests are traveling on business. For business travelers, convenience, efficiency, and location are top priorities. They often visit the same destination repeatedly and tend to be loyal to hotels and brands. They enjoy being recognized by staff and receiving perks and privileges as repeat guests.
Business vs. Leisure
Business travelers are generally less price sensitive than other travelers because the company is often paying for their room and meals. Reviews are very important to them, and they usually travel alone. They are connected, so reliable Wi-Fi is essential.
By comparison, a large proportion of hotel guests in high season are traveling on leisure. They are on vacation and have extra time on their hands. Leisure travelers seek memorable experiences as well as comfort, fun, and relaxation, so onsite facilities play a key role in their selection of a hotel.
Leisure travelers are generally less experienced and travel savvy than business travelers and may visit a destination only once or twice in a lifetime. They tend to be less loyal to hotels and brands and often don’t know what to expect from their hotel.
High season travelers are also more price sensitive because they’re spending their hard-earned money. Reviews are extremely important to them, and they typically travel with friends or family. They are often connected, although they like to disconnect too.
Another key attribute of leisure travelers is that while they often plan vacations well in advance, they tend to postpone decisions on things to do until after they arrive. According to a Google/Ipsos MediaCT survey, 85 percent of U.S. leisure travelers said they decide on activities after arriving in a destination. (2014 Traveler’s Road to Decision)
To meet the needs of leisure travelers, then, it’s important to have information and resources about local activities, attractions and restaurants to assist guests on property.
Also noteworthy is that while kids don’t pay the bill, they have a lot of influence over family activities. According to Google’s 2014 travel study, children’s preferences influenced family travel decisions 87 percent of the time. (The 2014 Traveler’s Road to Decision).
If your hotel caters to families, be sure to offer amenities and activities that appeal to children as well as parents.
To provide the best possible guest experience to all traveler types and to manage expectations, it is important that hoteliers understand the differences between low season and high season travelers, doing this will ensure that both the guest is happy and the reputation of the hotel remains as high as possible.