The goal of any hotelier is to provide a seamless guest experience. To make guests feel comfortable, happy, and looking forward to going back to that hotel. To achieve that, hoteliers need to know what guests want and expect.

The complicated part is that guests' expectations are changing constantly. The things they wanted and longed for five years ago are not the same today. Before, price and product were the most important, and now 86% of buyers will pay more for a better customer experience. 

‍Before, the guest journey started only when the guest arrived at the hotel and finished once they left, without any prior or post touchpoints. Today, this is not the reality anymore. The guest journey starts in the inspiration stage, where customers are considering where to stay, and it never ends, continuing after the stay.

Thus, the key to providing a seamless hospitality experience or “the guest experience of the future” is first of all understanding who your guests are, what are their expectations and how can you meet them throughout the full guest journey.

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Use your guest data to know your guests 

First and foremost, you need to know who your guests are, as 63% of customers expect businesses to know their needs and expectations. 

But, with so many different guests, with different ages, personalities, goals, and preferences, how can you be able to know the right information about all of them at the same time? A simple four-letter word will answer all your prayers: data. 

Think about it. You have guest data on several platforms, such as the PMS, F&B, OTAs, and more. This gives you valuable information about your customers, so right there you have all the input you need.

If you have a centralised database, with a single guest profile for each guest across all your properties, you are able to have structured data that is reliable and that you can use to adapt your touchpoints throughout the journey of different guests, tailoring your communication and offers according to different segments.     

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Guest expectations you need to meet in 2025  ‍

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a. Mobile-first approach 

In every industry, technology has taken an important role, and the travel industry is no exception. Think about the process you undertake to go on a flight or book an Airbnb, a major part of the process (if not all) is made digitally. 

The customer does not need to check in face to face or call to ask questions, all they need is to have their phone and write. So, why is the hotel industry any different? 

Guests want everything to happen fast, and save time. They want to have a process as easy as possible while having all their questions answered, and feel taken care of without much effort from their side. 

So, what can you do? Meet them where they are. Make sure every process from your hotel can be done using a phone. Starting from a responsive website, to a smooth booking process, an online check-in process, digital communication, digital invoices, and online check-out.

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b. Emphasis on wellness and sustainability 

It’s a reality, the wellness and sustainability concern is not going anywhere in 2025. But you don’t need to be a sustainably-designed hotel or a wellness-themed property to be able to adapt. Some strategic and feasible adjustments are enough to appeal to guests with growing interest in these areas. 

For example: 

• In-room wellness amenities: Add small touches like yoga mats, meditation guides, aromatherapy kits, and air purifiers.
• Healthy food options: Provide plant-based, organic, and locally-sourced menu options. 
• Sleep quality initiatives: Offer different pillow types, blackout curtains, and sound machines to promote restful sleep.

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c. A flexible and customisable experience 

In short, guests want to be able to customise their experience without being tied to non-flexible rules or conditions. This translates into hotels allowing them to select and pay only for the services they truly value.

This can also be called an “unbundled” service, since it is a more a la carte approach, letting them choose the add-ons they want instead of tying all services into the room rate. For example, guests can choose to pay for housekeeping only on select days, opt for premium bath products or, most commonly, add breakfast as a separate charge.

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Touchpoints you can tackle in the guest journey to build the guest experience

The secret to designing the guest experience of the future is to meet all these expectations throughout the different touchpoints the guest has with you. Here are some questions you can answer at every stage of the guest journey:

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Inspiration stage: 

• Do you have a solid review strategy in place? 
• Have you answered all reviews, either positive or negative? 
• Are you creating digital content about your property? 
• Are you using influencer marketing or are you in contact with digital creators that aligned with our brand? 

Learn more about how to master the inspiration stage of the guest journey here

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Booking moment: 

• Is your booking an easy process? 
• Does it work on every type of device? 
• How many steps does it take and can it be reduced?
• Do you send an automated confirmation and if you do, are you personalising it depending on the type of booking made?
• Can they bundle the services they need? How flexible are your policies?

Did you know that if you use a chatbot on your website, you are able to reply to all the FAQs automatically? And you will be available to the guest 24/7 without additional workload to your staff.

Get inspired and discover how to optimise your website to grow your direct bookings

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Pre-stay: 

• Are you sending the same messages to all guests or are you splitting them into different categories?
• Are you using a value-led strategy or sending them only offers for them to buy?
• Considering the need for flexibility in 2025, how easy is for your guests to modify their booking or add extra services?  

Not every guest will be interested in the same solutions. Different generations have different priorities. Using a CRM software you can identify different audiences based on preferences, year they were born, language, and more, and then send different messages to them. 

In this quick video, Anna Randow, Sales Director at Bookboost, explains how to apply these recommendations. 

Learn more about how to structure your pre-stay communication in this article

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Stay:

• Can guests check-in by themselves and using their mobile devices? 
• How easy is for them to access to all information related to the property and their stay? Can it be done without interactions with the staff? 
• In line with the greater concern for sustainability and wellness options, do you have any options for these guests?

Post-stay:

• How easy is for guests to give feedback or leave a review?
• Do you send a “thank you” note after the stay is over? 
• Do you invite guests to stay in contact with your brand on social media?
• Do guests receive an automated invoice without having to ask for it?  

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Use technology to improve the guest experience   

To provide the guest experience of the future, you need to use technology to your advantage. Technology is the key for you to be able to get to a higher number of guests in a personalised way and without the need for more staff and more costs.

However, this does not mean that your entire property needs to use hundreds of platforms and rooms need the latest tech available. Use technology where it makes sense and helps you to build a better experience. 

In this video, Mark Evans explains it clearly. 

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Creating a guest experience that aligns with your guests' expectations will not only help you increase revenue but also help you create loyal guests and long-term relationships that contribute to long-term profit. 

Don’t be afraid to innovate, plan your guests’ journey ahead and make them feel how much they matter to you. Turn one-timers into returning guests. 

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