If you run a hotel or other accommodation business, you’ve likely seen all kinds of guests walk through your doors. You might even have your own system for categorizing them.
From chatty student groups to adventurous solo travellers, hotel guests have different needs and expectations. One of the best ways to stand out from the competition is to tailor your services to meet those specific needs.
Whether you’re trying to focus your marketing efforts or appeal to as many types of travellers as possible, this blog post explores 15 of the most common guest personas and how you can attract them.
Why Knowing the Types of Travellers Matters
For many hoteliers, a guest is a guest. It doesn’t matter who it is as long as they fill a room and bring in revenue. The thing is, while this may seem like a win for the business in the short term, a generalized approach isn’t built for long-term success.
When planning for the future, your focus should be on building a strong, recognizable hotel brand. And that starts with defining a clear, undiluted target audience for your services.
Depending on the purpose and style of their trip, travellers may require vastly different amenities and experiences. Accommodations that meet these specific needs tend to earn a reputation within that audience segment — quickly becoming the go-to stay for that type of guest.
With that in mind, familiarizing yourself with the different types of hotel guests can lead to several long-term benefits for your business, including:
- More targeted marketing campaigns – Create messaging that speaks directly to the needs, values, and booking habits of your ideal guest profiles.
- Higher guest satisfaction and repeat bookings – When travellers feel understood and catered to, they’re far more likely to return.
- Increased direct bookings – Niche appeal encourages travellers to book directly with you rather than relying on third-party platforms.
- Stronger brand identity – Tailoring your services to a specific audience helps shape a unique personality for your property.
- Better online reviews and word-of-mouth referrals – Guests who enjoy a personalized experience are more likely to leave positive reviews and recommend your hotel.
- More efficient use of resources – Understanding what travellers value helps you invest in the right amenities, upgrades, and experiences within your hotel rooms.
- Improved occupancy rates during slow seasons – Appealing to a range of traveller types helps you attract bookings year-round, not just during peak travel periods.
In the end, all of these elements work together to build a strong brand reputation for your property. Targeted marketing helps attract the guests most likely to enjoy what you offer. In turn, they leave positive reviews, tell others, and generate the kind of social proof that fills your rooms more consistently. All of this translates into higher returns with fewer wasted resources.
15 Traveller Types To Target As Hotel Guests
Now that we’ve covered why it’s important to understand the different types of hotel guests, it’s time to figure out which ones your property is best suited for.
Below are 15 of the most common types of travellers, along with tips on how to tailor your marketing strategy to attract and serve each one effectively.
1. Conventional Vacationers
Conventional vacationers are your classic hotel guests. They typically travel once or twice a year, usually during school breaks, long weekends, or national holidays. These travellers are drawn to well-known destinations and often plan well in advance.
They might be couples, families, or groups of friends, and they usually book one to three rooms for a comfortable, straightforward getaway. For them, a hotel is a home base — a clean, convenient place to return to after a day of sightseeing or lounging at the beach.
What They Prioritize in a Trip
- Easy access to major attractions and transportation
- Relaxation, fun, and family bonding
- Good value for money
- Trustworthy, well-reviewed accommodations
What They Want in a Hotel
- Clean and comfortable rooms
- On-site dining or breakfast options
- Parking, Wi-Fi, and accessible location
- Package deals or seasonal promotions
- Helpful, responsive front desk service
How to Attract
- Content Tip: Create destination guides or blog posts that highlight popular attractions and seasonal events near your hotel.
- Highlight your proximity to local attractions and transportation hubs
- Offer seasonal promotions, bundled packages, or discounts for extended stays
- Showcase positive reviews and guest testimonials on your website and social media
- Use straightforward, reassuring language in your marketing
- List amenities and policies clearly so there are no surprises
2. Leisure Travellers
Leisure travellers are in search of rest, inspiration, and memorable experiences. They often travel solo, with a partner, or in small groups, and they’re not necessarily tied to peak holiday seasons.
Their trips are less about ticking off tourist checklists and more about relaxation, discovery, and enjoying a slower pace. Think weekend getaways, spa retreats, food and wine tours, scenic escapes. For these travellers, the journey is just as important as the destination.
What They Prioritize in a Trip
- Unique, enriching experiences
- Time to unwind and disconnect from work or routine
- Aesthetic surroundings and Instagram-worthy moments
- Opportunities to explore local food, nature, or culture
What They Want in a Hotel
- A peaceful atmosphere and stylish, well-designed spaces
- On-site amenities like spas, pools, or wellness services
- Proximity to nature, wineries, cultural sites, or boutique shopping
- Flexible check-in/out times and concierge support
- Optional upgrades or add-ons that elevate their stay
How to Attract
- Content Tip: Share blog content or social media posts that spotlight relaxing weekend itineraries or local hidden gems.
- Use visually-driven marketing with lifestyle photos and immersive descriptions
- Promote experiences, not just features — highlight local tours, culinary pairings, or relaxation packages
- Create weekend getaway offers or mid-week escape deals
- Partner with local businesses (wineries, spas, galleries) for curated packages
- Focus on mood and atmosphere in your branding — calm, indulgent, and personalized
3. Family Travellers
Family travellers are all about convenience, comfort, and keeping everyone happy — from toddlers to grandparents. These trips are often centred around school holidays, long weekends, or summer breaks, with itineraries that mix fun, rest, and practicality.
Whether it’s a road trip stopover or a week-long family vacation, these guests appreciate accommodations that make travelling with kids easier and less stressful.
What They Prioritize in a Trip
- Like to visit places with activities for all age groups
- Safety, ease of travel, and family-friendly attractions
- Opportunities to bond and make memories
- Good value for group stays
What They Want in a Hotel
- Spacious rooms, suites, or connecting units
- Cribs, high chairs, and childproofing options upon request
- Family-friendly amenities like pools, breakfast service, and laundry facilities
- Proximity to parks, zoos, amusement centres, or family attractions
- Kid-friendly dining options or kitchenettes for meal prep
How to Attract
- Content Tip: Publish blog posts that outline kid-friendly things to do nearby, complete with age suggestions and travel tips.
- Promote your family-friendly features and nearby attractions clearly on your website
- Offer packages or discounts for multi-night stays or multi-room bookings
- Use language that reassures parents — safe, clean, convenient, stress-free
- Share positive reviews from other families and include photos of your family spaces
- Add bonus perks like free breakfast for kids, welcome treats, or rainy-day activities to stand out
4. Business Travellers
Business travellers are guests on a mission. Whether they’re flying in for meetings, conferences, or corporate events, these guests are focused on productivity and efficiency. They often travel solo, have packed schedules, and place a high value on comfort, speed, and convenience.
While their trips are usually short, if your hotel becomes their go-to for business travel, you can benefit from repeat stays and long-term corporate partnerships.
What They Prioritize in a Trip
- A quiet, professional environment for focus and rest
- Easy access to corporate offices, airports, and event venues
- Efficient travel and check-in logistics
- Reliable tech and work-friendly infrastructure
- Quick dining options or food they can grab between meetings
What They Want in a Hotel
- High-speed Wi-Fi and in-room workspaces
- Flexible check-in and check-out times
- 24/7 front desk support and express services
- Laundry and dry-cleaning options
- On-site dining or grab-and-go breakfast options
How to Attract
- Content Tip: Write content showcasing your proximity to local business hubs, conference centres, and transit options.
- Promote your business-friendly amenities and proximity to office hubs or transit
- Offer corporate packages or loyalty discounts for frequent stays
- Make booking seamless — whether online or through travel management software
- Maintain a clean, quiet, and modern atmosphere with fast customer service
- Build relationships with local businesses or event organizers to become a preferred accommodation partner
5. Bleisure Travellers
Bleisure travellers are in town for work, but they’re not all business. This guest type blends “business” and “leisure” — extending work trips by a few days to explore the area, unwind, or even bring a partner or friend along. They’re often mid-career professionals who want to make the most of their travel opportunities and aren’t afraid to mix productivity with a little indulgence.
What They Prioritize in a Trip
- A smooth transition between work responsibilities and downtime
- Opportunities to explore the city before or after business hours
- Access to relaxation or wellness activities
- A central location with both business and leisure attractions nearby
- Flexibility in booking and check-out
What They Want in a Hotel
- Reliable Wi-Fi and dedicated workspaces
- Comfortable rooms with space to relax after meetings
- On-site dining, spa, or fitness centre
- Concierge services for local recommendations and activities
- Proximity to both office locations and tourist hotspots
How to Attract
- Content Tip: Share sample “bleisure” itineraries that show how guests can balance meetings with local experiences.
- Promote your property as a business-meets-leisure destination
- Highlight nearby attractions, restaurants, and cultural experiences
- Offer packages that extend weekday business stays into weekend leisure time
- Include amenities like late check-out, spa discounts, or partner activities
- Use marketing language that speaks to balance: work hard, relax well
6. Event Attendees
Event attendees are travelling with a purpose — usually to attend conferences, trade shows, festivals, or professional development seminars. These guests often mix business with social networking and sometimes extend their stay to explore the destination. They might be part of a large group booking or travelling independently, but either way, convenience and connectivity are key to their experience.
What They Prioritize in a Trip
- Proximity to the event venue
- Easy transportation and walkability
- Time-efficient check-in and access to event details
- Opportunities for networking, dining, or group activities
- A comfortable place to recharge between sessions or events
What They Want in a Hotel
- Fast, reliable Wi-Fi and charging stations
- Flexible check-in/out to accommodate varying schedules
- On-site meeting spaces, lounges, or common areas
- Breakfast options and late-night snacks
- Group booking options or block rates
How to Attract
- Content Tip: Promote upcoming events or conferences in your blog or newsletter, and position your hotel as the perfect place to stay.
- Partner with local event organizers to become a recommended accommodation
- Offer group rates, early booking discounts, or late check-out for event attendees
- Promote your proximity to event venues and ease of access
- Set up simple booking options for group coordinators or travel managers
- Highlight networking-friendly features like lounge spaces or communal seating
7. Group Travellers
Group travellers range from friend getaways and wedding parties to sports teams and tour groups. These guests typically book multiple rooms and prioritize shared experiences, smooth logistics, and accommodations that make it easy to stay connected. Because they often plan in advance and travel during peak times, they can be a valuable source of revenue — especially when handled with care.
What They Prioritize in a Trip
- Shared experiences and time spent together
- A smooth, organized check-in and booking process
- Convenient access to group activities or events
- Affordability and value when splitting costs
- Plenty of space to relax, socialize, or coordinate plans
What They Want in a Hotel
- Multiple room types and the ability to book blocks
- Common areas like lounges, patios, or game rooms
- On-site parking and group-friendly dining options
- Late check-out or early check-in flexibility
- Coordinated communication and responsive customer service
How to Attract
- Content Tip: Create content around group trip planning — including booking tips, local group activities, or event coordination.
- Offer group packages, multi-room discounts, or booking incentives
- Make the group booking process easy with a dedicated point of contact
- Highlight amenities that encourage group bonding — fire pits, games, shared kitchens
- Partner with local tour operators or venues to offer group-friendly deals
- Feature testimonials or photos from past group stays to build trust
8. Solo Travellers
Solo travelers are independent, flexible, and often highly intentional about where they stay. Whether they’re exploring a new city, taking a personal retreat, or travelling for business, these guests are typically self-reliant and motivated by experiences, safety, and convenience.
They may be budget-conscious or splurge on comfort, depending on the purpose of their trip — but they all appreciate accommodations that help them feel secure and at ease.
What They Prioritize in a Trip
- Personal safety and a sense of comfort
- Opportunities to explore independently
- Efficient travel logistics and clear communication
- Social interaction (when desired)
- Access to unique, local experiences
What They Want in a Hotel
- Clean, well-lit rooms in a safe and central location
- Easy, fast check-in with minimal hassle
- On-site staff available for questions or support
- Lounge areas or communal spaces for social connection
- Insider recommendations for solo-friendly things to do nearby
How to Attract
- Content Tip: Post solo travel safety tips or local experiences that are perfect for guests exploring on their own.
- Emphasize safety, location, and staff support in your marketing copy
- Offer single-occupancy rates or incentives for solo bookings
- Promote local attractions and solo-friendly experiences through blog content or printed guides
- Highlight flexible booking options and no-fuss check-in/check-out
- Share guest stories or content featuring solo travellers to build relatability and trust
9. Digital Nomads
Digital nomads travel while working remotely, often staying in one place for weeks or months at a time. They blend work and travel seamlessly, seeking destinations with reliable internet, inspiring environments, and a strong sense of community.
These travellers may be freelancers, remote employees, or online entrepreneurs — and they’re always looking for accommodations that help them stay productive without sacrificing the excitement of being somewhere new.
What They Prioritize in a Trip
- Reliable internet and work-friendly spaces
- A comfortable daily routine with access to delicious food, fitness, and social interaction
- Longer-term booking options with flexible terms
- A location that balances productivity with lifestyle perks
- Opportunities to connect with local culture or fellow travellers
What They Want in a Hotel
- High-speed Wi-Fi throughout the property
- Quiet rooms with desks or access to coworking areas
- Kitchenettes or access to shared kitchens
- Laundry services and long-stay amenities
- Nearby cafés, gyms, or creative spaces
How to Attract
- Content Tip: Write blog posts about remote working from your location — covering Wi-Fi strength, cafés, coworking spaces, and lifestyle perks.
- Offer long-stay rates, coworking packages, or flexible booking policies
- Highlight your Wi-Fi speed, workspace setups, and room comfort clearly on your site
- Create blog content or social posts around working remotely in your location
- Partner with local coworking spaces, cafés, or events to offer exclusive perks
- Promote your property as a digital nomad-friendly environment — with a balance of productivity, connection, and lifestyle
10. Health and Wellness Travellers
Health and wellness travellers prioritize relaxation, rejuvenation, and self-care. Whether they’re booking a full wellness retreat or simply looking to maintain healthy routines while on the road, these guests are drawn to peaceful environments, nourishing experiences, and amenities that support both physical and mental well-being.
They might travel solo, with a partner, or in a small group, but their focus remains the same — rest, balance, and restoration.
What They Prioritize in a Trip
- Tranquil settings that support relaxation and mindfulness
- Access to wellness-focused activities like yoga, meditation, or spa services
- Healthy food options and opportunities for movement
- Disconnecting from daily stress or digital overload
- A balance between indulgence and intention
What They Want in a Hotel
- On-site spa, sauna, or wellness treatments
- Fitness centres, yoga rooms, or outdoor spaces for exercise
- Healthy dining options, including vegetarian or organic meals
- Quiet, clean, and calming rooms with natural light
- Optional wellness packages or guided sessions
How to Attract
- Content Tip: Create wellness-themed content, such as “A Day of Relaxation in [Your City]” or spotlighting spa and fitness options nearby.
- Promote wellness amenities and packages in your website copy and social media
- Highlight nearby nature spots, walking trails, or health-focused attractions
- Offer add-ons like in-room massages, guided meditation, or juice cleanses
- Create calming, peaceful imagery in your branding that reflects the wellness vibe
- Consider partnerships with local yoga instructors, spa therapists, or nutritionists
11. Luxury Travellers
Luxury travellers seek the highest level of comfort, service, and exclusivity. These guests are willing to pay more for a premium experience — but in return, they expect attention to detail, personalized touches, and a seamless, stress-free stay. Whether travelling for leisure, business, or a special occasion, luxury guests are drawn to exceptional service, beautiful design, and unforgettable moments.
What They Prioritize in a Trip
- Exclusivity, privacy, and a sense of escape
- Personalized service that anticipates their needs
- High-end experiences, from fine dining to private tours
- Unique design, aesthetic appeal, and luxurious ambiance
- Seamless travel with zero stress or inconvenience
What They Want in a Hotel
- Elegant, spacious rooms with high-end finishes and premium bedding
- Concierge services, private check-ins, and custom experiences
- Gourmet dining, in-room service, and curated menus
- Spa, wellness, and leisure amenities that reflect luxury standards
- Impeccable cleanliness, quiet spaces, and round-the-clock support
How to Attract
- Content Tip: Use editorial-style content to highlight exclusive experiences or behind-the-scenes looks at premium suites and services.
- Use refined, aspirational language and high-quality visuals in your marketing
- Highlight premium services, signature suites, and exclusive experiences
- Offer curated packages with private tours, spa treatments, or chef experiences
- Focus on personalization — from pre-arrival preferences to custom itineraries
- Maintain an elevated online presence with a sleek website, polished branding, and glowing testimonials
12. Budget Travellers
Budget travellers aim to explore without overspending. Often students, backpackers, or price-conscious adventurers, these guests are value-driven and prioritize affordability over frills. They’re flexible, resourceful, and more focused on experiences than luxury, making them a great fit for properties that offer clean, functional hotel rooms at a reasonable rate.
What They Prioritize in a Trip
- Affordability and transparent pricing
- Access to public transit or walkable attractions
- Authentic local experiences on a budget
- Free or low-cost activities and recommendations
- Safety and convenience without excess
What They Want in a Hotel
- Clean, functional rooms at a fair price
- Free Wi-Fi, breakfast, and basic amenities
- Shared kitchens or affordable dining options nearby
- Secure storage for belongings
- Simple, straightforward booking and check-in
How to Attract
- Content Tip: Share money-saving tips for visiting your city, including free attractions, public transit hacks, and budget-friendly dining.
- Highlight deals, seasonal offers, and loyalty discounts
- Emphasize proximity to transit, attractions, or city centres
- Offer flexible booking and cancellation policies
- Showcase positive reviews and a friendly, welcoming atmosphere
- Use clear, honest language about what’s included — no surprises
13. Long-Term Travellers
Long-term travellers stay in one place for extended periods — often weeks or even months at a time. They might be remote workers, students, people relocating temporarily, or slow travellers exploring at a relaxed pace.
These guests look for comfort, routine, and a home-like environment that supports day-to-day living. They’re reliable, cost-conscious over the long term, and tend to value consistency over luxury.
What They Prioritize in a Trip
- A comfortable, functional base for day-to-day life
- Affordability over an extended stay
- Access to groceries, public transit, and essential services
- A sense of routine and stability while away from home
- Minimal disruptions and a strong internet connection
What They Want in a Hotel
- Kitchenettes or access to shared kitchen facilities
- Laundry services or self-serve laundry options
- Weekly or monthly cleaning and linen changes
- Storage space and comfortable furnishings
- Long-stay rates or discounted packages
How to Attract
- Content Tip: Publish long-stay guides featuring nearby essentials like grocery stores, gyms, coworking spots, and things to do over several weeks.
- Offer extended stay rates and clearly promote them on your website
- Highlight kitchen, laundry, and workspace amenities in your listings
- Position your property as a “home away from home” for longer visits
- Allow flexible check-in/check-out or no-contact service options
- Include details about nearby grocery stores, pharmacies, and transit hubs
14. Cultural and Niche Interest Travellers
Cultural and niche interest travellers are motivated by a specific passion or curiosity — whether it’s art, history, wine, food, photography, or even local festivals and traditions.
These guests travel with intention, often planning their trips around events, workshops, heritage sites, or cultural experiences. They value authenticity, local connection, and access to unique stories that go beyond the typical tourist experience. Connecting with the local community is crucial for providing these authentic experiences, as it allows travellers to engage with the culture on a deeper level.
What They Prioritize in a Trip
- Immersive, meaningful experiences tied to their interests
- Access to museums, galleries, festivals, or cultural landmarks
- Learning opportunities through guided tours, workshops, or events
- Local recommendations and insider tips
- Environments that reflect and respect the local culture
What They Want in a Hotel
- Proximity to cultural hotspots, galleries, or event venues
- Local design elements or artwork that reflect the area’s identity
- Staff who can recommend niche activities or hidden gems
- Printed or digital guides for self-guided exploration
- Quiet, comfortable spaces to rest between activities
How to Attract
- Content Tip: Build content around local culture — such as heritage walks, art tours, or food experiences — that align with your guests’ interests.
- Partner with local artists, historians, or event organizers for special offers
- Promote experiences — not just rooms — in your marketing materials
- Feature blog content or guides tied to niche travel interests in your region
- Use language that highlights authenticity, culture, and discovery
- Include seasonal or event-based packages related to festivals, exhibitions, or culinary experiences
15. Age-Based Travellers
We covered a variety of different types of hotel guests. But travellers can often be grouped by age, with the most common categories being:
- Gen Z (late teens to mid-20s) – Budget-conscious and experience-driven, Gen Z travellers prioritize local, authentic adventures over traditional tourist attractions.
- Millennials (mid-20s to early 40s) – Known for favouring shorter vacations, Millennials seek unique, immersive experiences that connect them with local culture.
- Boomers (late 50s to early 70s) – Typically travelling with a higher budget, Boomers appreciate authentic cultural experiences paired with comfort and reliability.
While these groups may also overlap with other traveller types — such as solo adventurers, business guests, or cultural explorers — their age still plays a key role in shaping how they travel, what they prioritize, and the kind of hotel experience they’re looking for.
By understanding generational differences, you can better tailor your offerings and marketing to suit their preferences.
What They Prioritize in a Trip
| Priority | Gen Z | Millennials | Boomers |
|---|---|---|---|
| Travel purpose | Social connection, adventure, make friends | Cultural immersion, escape from routine | Relaxation, enrichment |
| Budget approach | Budget-conscious, deal-driven | Value-focused, willing to spend on quality | Higher travel budget, less price-sensitive |
| Preferred experiences | Local food, nightlife, Instagram spots, adventure seekers | Unique stays, off-the-beaten-path tours | Guided tours, museums, scenic day trips |
| Trip duration | Short and spontaneous | Short but experience-rich | Longer and more planned out |
| Planning style | Last-minute, digital-first | Mix of spontaneous and planned | Well-researched and structured |
What They Want in a Hotel
| Hotel Feature | Gen Z | Millennials | Boomers |
|---|---|---|---|
| Room type | Budget-friendly, shared, modern | Smart, eco-friendly, design-forward | Comfortable, spacious, traditional |
| Amenities | Fast Wi-Fi, streaming, social lounges | Sustainability features, coworking space | Concierge, quality bedding, quiet rooms |
| Booking preferences | Mobile booking, self-check-in | Flexible cancellation, apps & loyalty | Phone or web booking, clear instructions |
| Location | Close to local hotspots and nightlife | Close to local culture and attractions | Central, accessible, with nearby dining |
| Extras that matter | Charging ports, social spaces | Local guides, curated experiences | On-site dining, tour booking assistance |
How to Attract
| Strategy | Gen Z | Millennials | Boomers |
|---|---|---|---|
| Marketing channels | TikTok, Instagram Reels | Instagram, blogs, email newsletters | Email, travel websites, Facebook |
| Messaging style | Fun, casual, visually-driven | Authentic, experience-focused | Trustworthy, detailed, benefit-led |
| Booking offers | Flash deals, referral codes | Weekend escapes, local partnerships | Early bird discounts, senior rates |
| Content focus | Local events, social vibes | Unique experiences, sustainability | Comfort, safety, and reliability |
| Website experience | Mobile-first, fast and simple | Visual and story-driven | Easy to navigate, large text, clear CTAs |
Attract The Right Travellers With Kurt’sCopy
The more you understand your ideal guests, the easier it becomes to create experiences — and content — that speak directly to them. Whether you’re trying to boost bookings during the off-season, tap into new traveller types, or build a more consistent brand voice, strategic hotel content can make all the difference.
At Kurt’sCopy, I help hotels like yours turn traveller insights into powerful, conversion-focused content. From SEO-optimized blog posts and website copy to complete content strategies that drive long-term growth, I’ve got you covered.
Let’s work together to attract the guests your hotel is built for. Contact me today to get started.
Kurt Norris is the founder of Kurt’sCopy, where he helps B2B, e-commerce, SaaS, and local businesses craft compelling content and SEO strategies that deliver measurable results. With over six years of experience, Kurt specializes in creating data-driven campaigns that drive traffic, increase conversions, and establish brand authority.
