At any given second, your property may be internet hosting a household on vacation, a solo visitor recharging after a enterprise journey, and a gaggle of meals lovers mapping out town’s greatest bites.
Whether or not it’s their first time visiting your metropolis or their tenth cease world wide, various kinds of vacationers arrive with very completely different expectations – and much more various priorities. One visitor may be on the lookout for a fast break between conferences. One other is exploring completely different cultures, absorbing hidden gems and cultural experiences. A 3rd is just on the lookout for the best method to maintain their children entertained.
At present’s friends hardly ever match cleanly into ‘leisure’ or ‘enterprise.’ They mix priorities – working remotely at some point, wine tasting the subsequent. The extra you perceive every kind of traveler, the higher you may worth, bundle, and place your supply – tailoring your providing to their wants to make sure their expertise results in nice evaluations and repeat bookings.
This information breaks down 9 widespread kinds of friends, what they really care about, and what inns can do to satisfy their wants. Whether or not you’re operating a big city lodge or a small impartial property, the takeaway is identical: understanding your friends helps you worth smarter, serve higher, and keep aggressive.
1. Solo vacationers
Solo friends vary from Gen Z adventurers and hole yr college students to empty-nesters touring post-retirement. Whereas motivations differ – from self-discovery to wellness escapes – solo journey is on the rise. A current Skyscanner survey discovered that 43% of vacationers took a solo journey within the final yr, with most planning to take action once more.
What issues to solo vacationers:
- A way of security and comfort
- Walkability or quick access to move
- Clear, well-lit rooms with necessities – quick Wi-Fi, strong showers, streamlined check-in
- Customized touches that make them really feel seen (e.g., native welcome notes, curated guides)
What inns can do:
Provide single-occupancy offers that aren’t simply leftover double rooms. Be clear about room dimension and format. In case you cater to solo enterprise or digital nomads, spotlight late checkout choices and native coworking partnerships. Solo vacationers typically make quick reserving choices – robust evaluations, mobile-friendly websites, and clear presents assist them commit.
Learn our full information on necessary facilities to spotlight for solo vacationers.
2. Household vacationers
Households are one of the useful – and sometimes underestimated – segments in hospitality. They have a tendency to ebook early, keep longer, and occupy extra rooms than most different visitor sorts.
Additionally they include larger expectations. Reserving choices typically hinge on sensible particulars – room configuration, kid-friendly eating, security, and comfort.
Households aren’t simply on the lookout for a spot to sleep. They’re on the lookout for a base the place everybody, from toddlers to teenagers (and typically pets), can settle in.
What issues to household vacationers:
- Interconnecting rooms or suites
- Youngster-proofed facilities, child menus, cribs, excessive chairs, play areas, and stroller entry
- Parking, proximity to parks, sights, or protected outside area
- Easy check-in, allergy-aware menus, and versatile meal instances
What inns can do:
In case you’re family-friendly, say so – and present it. Spell out how your area works for households: supply room layouts, crib availability, or in-room fridges.
Spotlight issues that cut back stress for folks: on-site laundry, breakfast included, early check-in. And promote what units you aside – even when it’s so simple as a shaded play space or a pet-friendly coverage that welcomes the entire household.
In case you don’t supply childcare or leisure, think about partnering with a neighborhood service. Present that you just perceive what mother and father juggle – they’ll keep in mind the hassle.
For an in depth breakdown of the facilities that matter to households – from playgrounds and swimming pools to Wi-Fi and comfort shops – learn our full information: Essential facilities to focus on for households
3. Enterprise vacationers
Enterprise vacationers are brief on time and excessive on expectations. Whether or not they’re flying in for a board assembly, convention, or consumer pitch, they need consistency, pace, and luxury – no surprises, no friction.
However the phase is evolving. Many now lengthen their journeys to incorporate a leisure day or two, and so they count on the lodge expertise to flex accordingly. Which means dependable fundamentals, but additionally just a few well-placed comforts that make a piece journey really feel much less like a chore.
What issues to enterprise vacationers:
- Seamless check-in/check-out and digital receipts
- Excessive-speed, safe Wi-Fi and ergonomic desks
- Central location or simple airport entry
- Quiet zones and 24-hour companies
What inns can do:
Give attention to what streamlines their keep. Which may imply cell key entry, auto-generated invoices, or same-day laundry service. Be sure your weekday pricing and facilities replicate their wants, not simply your compset’s habits. Enterprise vacationers are sometimes repeat friends – however provided that you ship a clean, dependable expertise each time.
Digital nomads
Digital nomads are a unique type of enterprise traveler. They’re not squeezing in conferences between flights – they’re constructing work weeks round locations they wish to be. Which means they’ve numerous time for longer stays, extra flexibility, and completely different expectations round area, service, and connectivity.
What issues to digital nomads:
- Month-to-month charges or workation packages
- Social areas to satisfy others
- Entry to gyms, groceries, and wellness companies
- A quiet setting for calls and deep work
What inns can do:
Spotlight your infrastructure, not simply your location. In case you’ve obtained a quiet room with a correct desk and quick Wi-Fi, say so. In case you supply discounted weekly charges, point out them clearly in your reserving engine. This group typically books quick and stays longer – however provided that they know they’ll have the ability to work with out problem.
4. Journey vacationers
This group of thrill seekers prioritizes expertise over luxurious. They typically journey low season, reserving near journey dates, and spending extra on actions and sightseeing than facilities.
These friends are after adrenaline authenticity and distinctive experiences off the crushed path. Journey vacationers ebook based mostly on what’s close by – climbing trails, browsing seashores, climbing crags, or wildlife encounters like safaris.
What issues to journey vacationers:
- Proximity to nature, parks, and excursions
- Transport hyperlinks, safe gear storage, laundry
- On-the-go meal choices or early breakfasts
- Genuine native information, journey suggestions
What inns can do:
Record climbing or journey gear leases in your web site. Associate with native guides or outfitters to supply packages.
Create touchdown pages or fee plans aligned to seasonal occasions (e.g., ski weekends, path races).
Spotlight your function as a basecamp, not only a mattress. Provide maps, climate updates, and kit rental partnerships.
Construct seasonal presents round path openings or occasions. Promote social-proofed content material on social media – journey vacationers love visible, real-life storytelling.
5. SMERFs and group vacationers
SMERFs – Social, Army, Instructional, Non secular, and Fraternal teams – don’t at all times get the highlight in lodge technique. However they need to. These vacationers won’t match into conventional market segmentation buckets, however they ebook in bulk, journey year-round, and sometimes fill rooms when different segments don’t.
These teams typically journey in giant numbers, ebook properly upfront, and have particular logistical wants that differ from leisure or enterprise friends. They’re organizing reunions, getaways, tournaments, discipline journeys, and meetups – and on the lookout for properties that may accommodate them with out friction.
What issues to SMERF and group vacationers:
- Group-friendly charges and lodge room blocks
- Assembly rooms, occasion area, or informal gathering areas, equivalent to widespread lounges, or banquet areas
- Parking for buses or vans, meal plans, and easy logistics
- Clear insurance policies, responsive communication and workers who may also help with planning and coordination
What inns can do:
Be seen the place group planners search (e.g., GDS, area of interest OTAs, associations). SMERFs aren’t used to company journey planning. They’re typically volunteers juggling a number of obligations, so readability and assist go a great distance. Prepare workers to deal with group dynamics and logistics.
Promote your group capabilities in your web site. Provide templated quotes, downloadable data sheets, and a named contact particular person. And be mindful: these bookings typically land in shoulder seasons – serving to you tempo occupancy and maintain ADR wholesome when demand is softer.
Learn extra: What does SMERF imply for inns
6. Finances vacationers
Finances journey isn’t essentially about being low-cost. Somewhat, it is about being deliberate. They’re the type of vacationers that care about worth, not simply low costs. They do their homework – scanning evaluations, evaluating charges, and double-checking what’s actually included.
This group may be college students, retirees, or anybody maximizing a modest funds. They’re typically versatile with dates and locations however count on honesty and cleanliness.
What issues to funds vacationers:
- Fundamental however well-maintained amenities
- Clear charges and low (or no) charges, and positively no shock charges
- Sturdy worth for cash – breakfast, Wi-Fi, laundry
- Straightforward-to-navigate web sites, dependable evaluations and lifelike images
What inns can do:
Be upfront. Finances friends don’t thoughts simplicity, however they do thoughts being misled. Clearly define what’s included – and what’s not. Keep away from upselling or shock prices.
As an alternative, place worth clearly: “Free breakfast. No resort charges. Central location.” Finances vacationers depend on evaluations and belief different vacationers over model guarantees.
They’re additionally on the lookout for useful particulars, like the place the closest grocery retailer is, native transport particulars or eating choices, so guarantee your web site is useful. And keep in mind, these friends typically ebook late at night time from their telephones – your listings ought to load quick, learn clearly, and construct belief shortly.
Learn extra about assembly the wants of funds vacationers
Backpackers
A definite group inside funds journey – frugal, versatile, and sometimes fluent in navigating uncertainty. They’re not reserving months upfront. They’re studying hostel evaluations on the bus and making same-day choices based mostly on intestine really feel and Wi-Fi, prioritizing flexibility, social connection, and shared areas over privateness or polish.
What issues to backpackers:
- Dorms or low-cost privates, with storage and safety
- Shared kitchens, laundry, and good widespread areas
- Late check-in, 24/7 reception, and versatile reserving phrases
- Ambiance – different friends, social vitality, and workers friendliness
What inns can do:
Provide community-driven areas: film nights, strolling excursions, cooking lessons. Use Instagram and hostel evaluation websites to construct belief.
Even a funds place ought to really feel curated – vacationers don’t return to “low-cost,” they return to “memorable.” And for those who’re listed on OTAs or hostel platforms, maintain availability present – this phase typically books final minute.
7. Luxurious vacationers
Luxurious vacationers pay extra and count on extra in return. With excessive charges come excessive expectations round consistency, personalization, and the sensation of being genuinely sorted with considerate, human consideration.
Whereas worth is never the deciding issue, it nonetheless has to match the expertise. By way of profile, they vary in age and demographic from honeymooners to high-net-worth people, and discerning friends looking for escape and excellence.
They don’t seem to be merely reserving a room; they’re investing their most restricted useful resource: their time and so they need it to really feel properly spent. Many plan properly upfront, count on clean handovers between reserving and arrival, and depend on delicate alerts of high quality to resolve whether or not the keep was price it.
What issues to luxurious vacationers:
- Tailor-made, proactive and discreet service that remembers particulars throughout visits
- Eating, wellness, and design experiences that really feel considerate and distinctive
- A frictionless reserving and keep expertise
- Value and perceived worth have to match
What inns can do:
As Virtuoso’s Matthew Upchurch notes, immediately’s luxurious friends aren’t simply evaluating manufacturers – they’re evaluating worth. A $2,000 room night time units a sure expectation. That have ought to start on-line, proceed on the door, and maintain regular all through the keep. Company ought to really feel the distinction, not simply see it listed.
Be sure what you supply at each touchpoint matches what you’re charging – and the place potential, exceeds it in considerate, understated methods. Loyalty right here is gained via belief and delicate delight, not reductions.
Learn extra about assembly the wants of luxurious vacationers in our information
8. Foodies
Meals-focused vacationers plan their subsequent journey round eating places, markets, and native specialties – and count on their lodge to both be a part of that story or assist them entry it simply.
These friends typically do their analysis. They observe cooks on Instagram, learn menus earlier than they ebook, and scan evaluations for indicators of actual culinary thought.
What issues to foodies:
- On-site eating that’s constant, well-reviewed and stands out
- Proximity to markets, meals excursions, or native staples
- Actual suggestions from workers, not an inventory of eating places within the space
- Memorable meals moments
What inns can do:
Make your meals providing simple to search out and simple to belief. In case you serve one thing wonderful, present it – with actual images, a pattern menu, and complete descriptions. In case you don’t supply meals, you may nonetheless be your visitor’s native information.
Encourage workers to share their favorites as this typically feels extra genuine than a photocopied listing of eating places within the neighborhood.
You’ll be able to go a step additional by partnering with native companies and eating places to make bookings clean.
9. Pet vacationers
For a lot of friends, pets are non-negotiable journey companions. Whether or not they’re on a street journey, relocating, or just unwilling to go away the canine behind, these vacationers make reserving choices based mostly on clear, pet-friendly insurance policies – they’re on the lookout for indicators that their pet is genuinely welcome.
What issues to pet vacationers:
- Clear, upfront insurance policies on pet charges, dimension limits, and allowed areas
- On-site facilities (bowls, treats, beds)
- Easy accessibility to outside areas for walks or toilet breaks
- Workers who’re pleasant towards animals
What inns can do:
Begin with readability. Create a separate pet touchdown web page with FAQs and charges. Provide pet-inclusive packages or welcome kits. In case you supply a pet aid space, say so. In case you don’t, clarify close by choices.
For properties with area, a small fenced canine run or shaded outside space generally is a actual differentiator, particularly for friends staying greater than an evening or two.
A well-treated pet visitor typically turns into repeat bookings – and a stream of social media content material you didn’t should pay for.
Understanding your viewers is vital to attracting friends and profitable their loyalty
Understanding who’s looking for – and staying at – your lodge is the muse of each robust business choice. It shapes the way you worth rooms, construct presents, and schedule workers. A lodge stuffed with solo friends behaves in a different way than one welcoming 4 SMERF teams, whereas a luxurious visitor has very completely different journey preferences from a funds traveler.
The clearer your image of those visitor sorts, the higher you may anticipate what issues and guarantee you’re set as much as welcome them via your doorways after they ebook once more. When you recognize which visitor segments are driving demand, you may focus your time – and funds – on the methods that really transfer the needle.
By inserting information on the middle of this, Lighthouse Enterprise Intelligence offers you on the spot readability into how your lodge is performing so you can also make knowledgeable choices, confidently.
You’ll be able to break down efficiency by phase, fee code, or supply market – not simply at month-end, however because it’s unfolding. You’ll be able to see how completely different traveler sorts are reserving, how far upfront, how lengthy they’re staying, and the place income alternatives are being missed. And since it’s constructed to be shared, your entire business workforce can keep aligned round what’s taking place and what to do subsequent.
If you perceive who your friends actually are – and the way they behave – it turns into a lot simpler to make choices that win them over. That begins with information that’s simple to entry – and constructed to behave on.
About Lighthouse
Lighthouse is the main business platform for the journey & hospitality business.
We remodel complexity into confidence by offering actionable market insights, enterprise intelligence, and pricing instruments that maximize income development.
We regularly innovate to ship the perfect platform for hospitality professionals to cost extra successfully, measure efficiency extra effectively, and perceive the market in new methods.
Trusted by over 70,000 inns in 185 international locations, Lighthouse is the one answer that gives real-time lodge and short-term rental information in a single platform. We try to ship the very best expertise with unmatched customer support. We think about our purchasers as true companions—their success is our success.
For extra details about Lighthouse, please go to: https://www.mylighthouse.com.