9 types of travelers and how to give them what they want

Whether it’s their first time visiting your city or their tenth stop around the world, different types of travelers arrive with very different expectations – and even more diverse priorities. One guest might be looking for a quick break between meetings. Another is exploring different cultures, soaking up hidden gems and cultural experiences. A third is simply looking for the easiest way to keep their kids entertained.

Today’s guests rarely fit cleanly into ‘leisure’ or ‘business.’ They blend priorities – working remotely one day, wine tasting the next. The more you understand each type of traveler, the better you can price, package, and position your offer – tailoring your offering to their needs to ensure their experience leads to great reviews and repeat bookings.

This guide breaks down nine common types of guests, what they actually care about, and what hotels can do to meet their needs. Whether you’re running a large urban hotel or a small independent property, the takeaway is the same: understanding your guests helps you price smarter, serve better, and stay competitive.

1. Solo travelers

Solo guests range from Gen Z adventurers and gap year students to empty-nesters traveling post-retirement. While motivations differ – from self-discovery to wellness escapes – solo travel is on the rise. A recent Skyscanner survey found that 43% of travelers took a solo trip in the last year, with most planning to do so again.

What matters to solo travelers:

• A sense of safety and convenience

• Walkability or easy access to transport

• Clean, well-lit rooms with essentials – fast Wi-Fi, solid showers, streamlined check-in

• Personalized touches that make them feel seen (e.g., local welcome notes, curated guides)

What hotels can do:

Offer single-occupancy deals that aren’t just leftover double rooms. Be transparent about room size and layout. If you cater to solo business or digital nomads, highlight late checkout options and local coworking partnerships. Solo travelers often make fast booking decisions – strong reviews, mobile-friendly sites, and clear offers help them commit.

Read our full guide on important amenities to highlight for solo travelers.

2. Family travelers

Families are one of the most valuable – and often underestimated – segments in hospitality. They tend to book early, stay longer, and occupy more rooms than most other guest types.

They also come with higher expectations. Booking decisions often hinge on practical details – room configuration, kid-friendly dining, safety, and convenience.

Families aren’t just looking for a place to sleep. They’re looking for a base where everyone, from toddlers to teens (and sometimes pets), can settle in.

What matters to family travelers:

• Interconnecting rooms or suites

• Child-proofed amenities, kid menus, cribs, high chairs, play areas, and stroller access

• Parking, proximity to parks, attractions, or safe outdoor space

• Smooth check-in, allergy-aware menus, and flexible meal times

What hotels can do:

If you’re family-friendly, say so – and show it. Spell out how your space works for families: offer room layouts, crib availability, or in-room fridges.

Highlight things that reduce stress for parents: on-site laundry, breakfast included, early check-in. And promote what sets you apart – even if it’s as simple as a shaded play area or a pet-friendly policy that welcomes the whole family.

If you don’t offer childcare or entertainment, consider partnering with a local service. Show that you understand what parents juggle – they’ll remember the effort.

For a detailed breakdown of the amenities that matter to families – from playgrounds and pools to Wi-Fi and convenience stores – read our full guide:  Important amenities to highlight for families

3. Business travelers

Business travelers are short on time and high on expectations. Whether they’re flying in for a board meeting, conference, or client pitch, they want consistency, speed, and comfort – no surprises, no friction.

But the segment is evolving. Many now extend their trips to include a leisure day or two, and they expect the hotel experience to flex accordingly. That means reliable basics, but also a few well-placed comforts that make a work trip feel less like a chore.

What matters to business travelers:

• Seamless check-in/check-out and digital receipts

• High-speed, secure Wi-Fi and ergonomic desks

• Central location or easy airport access

• Quiet zones and 24-hour services

What hotels can do:

Focus on what streamlines their stay. That might mean mobile key access, auto-generated invoices, or same-day laundry service. Make sure your weekday pricing and amenities reflect their needs, not just your compset’s habits. Business travelers are often repeat guests – but only if you deliver a smooth, reliable experience every time.

Digital nomads

Digital nomads are a different kind of business traveler. They’re not squeezing in meetings between flights – they’re building work weeks around places they want to be. That means they have a lot of time for longer stays, more flexibility, and different expectations around space, service, and connectivity.

What matters to digital nomads:

• Monthly rates or workation packages

• Social spaces to meet others

• Access to gyms, groceries, and wellness services

• A quiet environment for calls and deep work

What hotels can do:

Highlight your infrastructure, not just your location. If you’ve got a quiet room with a proper desk and fast Wi-Fi, say so. If you offer discounted weekly rates, mention them clearly on your booking engine. This group often books fast and stays longer – but only if they know they’ll be able to work without hassle.

4. Adventure travelers

This group of thrill seekers prioritizes experience over luxury. They often travel off-season, booking close to travel dates, and spending more on activities and sightseeing than amenities.

These guests are after adrenaline authenticity and unique experiences off the beaten path. Adventure travelers book based on what's nearby – hiking trails, surfing beaches, climbing crags, or wildlife encounters like safaris.

What matters to adventure travelers:

• Proximity to nature, parks, and excursions

• Transport links, secure gear storage, laundry

• On-the-go meal options or early breakfasts

• Authentic local knowledge, travel tips

What hotels can do:

List hiking or adventure gear rentals on your site. Partner with local guides or outfitters to offer packages.

Create landing pages or rate plans aligned to seasonal events (e.g., ski weekends, trail races).

Highlight your role as a basecamp, not just a bed. Offer maps, weather updates, and gear rental partnerships.

Build seasonal offers around trail openings or events. Promote social-proofed content on social media – adventure travelers love visual, real-life storytelling.

5. SMERFs and group travelers

SMERFs – Social, Military, Educational, Religious, and Fraternal groups – don’t always get the spotlight in hotel strategy. But they should. These travelers might not fit into traditional market segmentation buckets, but they book in bulk, travel year-round, and often fill rooms when other segments don’t.

These groups often travel in large numbers, book well in advance, and have specific logistical needs that differ from leisure or business guests. They’re organizing reunions, getaways, tournaments, field trips, and meetups – and looking for properties that can accommodate them without friction.

What matters to SMERF and group travelers:

• Group-friendly rates and hotel room blocks

• Meeting rooms, event space, or casual gathering areas, such as common lounges, or banquet areas

• Parking for buses or vans, meal plans, and simple logistics

• Transparent policies, responsive communication and staff who can help with planning and coordination

What hotels can do:

Be visible where group planners search (e.g., GDS, niche OTAs, associations). SMERFs aren’t used to corporate travel planning. They’re often volunteers juggling multiple responsibilities, so clarity and support go a long way. Train staff to handle group dynamics and logistics. 

Promote your group capabilities on your website. Offer templated quotes, downloadable info sheets, and a named contact person. And keep in mind: these bookings often land in shoulder seasons – helping you pace occupancy and keep ADR healthy when demand is softer.

Read more: What does SMERF mean for hotels

6. Budget travelers

Budget travel isn’t necessarily about being cheap. Rather, it's about being deliberate. They are the kind of travelers that care about value, not just low prices. They do their homework – scanning reviews, comparing fees, and double-checking what’s really included.

This group might be students, retirees, or anyone maximizing a modest budget. They’re often flexible with dates and destinations but expect honesty and cleanliness. 

What matters to budget travelers:

• Basic but well-maintained facilities

• Transparent rates and low (or no) fees, and definitely no surprise fees

• Strong value for money – breakfast, Wi-Fi, laundry

• Easy-to-navigate websites, reliable reviews and realistic photos

What hotels can do:

Be upfront. Budget guests don’t mind simplicity, but they do mind being misled. Clearly outline what’s included – and what’s not. Avoid upselling or surprise charges.

Instead, position value clearly: “Free breakfast. No resort fees. Central location.” Budget travelers rely on reviews and trust other travelers over brand promises.

They are also looking for helpful details, like where the nearest grocery store is, local transport details or dining options, so ensure your website is helpful. And remember, these guests often book late at night from their phones – your listings should load fast, read clearly, and build trust quickly.

Read more about meeting the needs of budget travelers

Backpackers

A distinct group within budget travel – frugal, flexible, and often fluent in navigating uncertainty. They’re not booking months in advance. They’re reading hostel reviews on the bus and making same-day decisions based on gut feel and Wi-Fi, prioritizing flexibility, social connection, and shared spaces over privacy or polish.

What matters to backpackers:

• Dorms or low-cost privates, with storage and security

• Shared kitchens, laundry, and good common spaces

• Late check-in, 24/7 reception, and flexible booking terms

• Atmosphere – other guests, social energy, and staff friendliness

What hotels can do:

Offer community-driven spaces: movie nights, walking tours, cooking classes. Use Instagram and hostel review sites to build trust.

Even a budget place should feel curated – travelers don’t return to “cheap,” they return to “memorable.” And if you’re listed on OTAs or hostel platforms, keep availability current – this segment often books last minute.

7. Luxury travelers

Luxury travelers pay more and expect more in return. With high rates come high expectations around consistency, personalization, and the feeling of being genuinely looked after with thoughtful, human attention. 

While price is rarely the deciding factor, it still has to match the experience. In terms of profile, they range in age and demographic from honeymooners to high-net-worth individuals, and discerning guests seeking escape and excellence. 

They are not simply booking a room; they’re investing their most limited resource: their time and they want it to feel well spent. Many plan well in advance, expect smooth handovers between booking and arrival, and rely on subtle signals of quality to decide whether the stay was worth it.

What matters to luxury travelers:

• Tailored, proactive and discreet service that remembers details across visits

• Dining, wellness, and design experiences that feel thoughtful and unique

• A frictionless booking and stay experience

• Price and perceived value need to match

What hotels can do:

As Virtuoso’s Matthew Upchurch notes, today’s luxury guests aren't just comparing brands – they’re comparing value. A $2,000 room night sets a certain expectation. That experience should begin online, continue at the door, and hold steady throughout the stay. Guests should feel the difference, not just see it listed.

Make sure what you offer at every touchpoint matches what you’re charging – and where possible, exceeds it in thoughtful, understated ways. Loyalty here is won through trust and subtle delight, not discounts.

Read more about meeting the needs of luxury travelers in our guide

8. Foodies

Food-focused travelers plan their next trip around restaurants, markets, and local specialties – and expect their hotel to either be part of that story or help them access it easily.

These guests often do their research. They follow chefs on Instagram, read menus before they book, and scan reviews for signs of real culinary thought.

What matters to foodies:

• On-site dining that’s consistent, well-reviewed and stands out

• Proximity to markets, food tours, or local staples

• Real recommendations from staff, not a list of restaurants in the area

• Memorable food moments

What hotels can do:

Make your food offering easy to find and easy to trust. If you serve something excellent, show it – with real photos, a sample menu, and comprehensive descriptions. If you don’t offer meals, you can still be your guest’s local guide. 

Encourage staff to share their favorites as this often feels more authentic than a photocopied list of restaurants in the neighborhood.

You can go a step further by partnering with local businesses and restaurants to make bookings smooth.

9. Pet travelers

For many guests, pets are non-negotiable travel companions. Whether they’re on a road trip, relocating, or simply unwilling to leave the dog behind, these travelers make booking decisions based on clear, pet-friendly policies - they’re looking for signs that their pet is genuinely welcome.

What matters to pet travelers:

• Clear, upfront policies on pet fees, size limits, and allowed areas

• On-site amenities (bowls, treats, beds)

• Easy access to outdoor areas for walks or bathroom breaks

• Staff who are friendly toward animals

What hotels can do:

Start with clarity. Create a separate pet landing page with FAQs and fees. Offer pet-inclusive packages or welcome kits. If you offer a pet relief area, say so. If you don’t, explain nearby options.

For properties with space, a small fenced dog run or shaded outdoor area can be a real differentiator, especially for guests staying more than a night or two.

A well-treated pet guest often turns into repeat bookings – and a stream of social media content you didn’t have to pay for.

Understanding your audience is key to attracting guests and winning their loyalty

Understanding who’s searching for – and staying at – your hotel is the foundation of every strong commercial decision. It shapes how you price rooms, build offers, and schedule staff. A hotel filled with solo guests behaves differently than one welcoming four SMERF groups, while a luxury guest has very different travel preferences from a budget traveler.

The clearer your picture of these guest types, the better you can anticipate what matters and ensure you are set up to welcome them through your doors when they book again. When you know which guest segments are driving demand, you can focus your time – and budget – on the strategies that actually move the needle.

By placing data at the center of this, Lighthouse Business Intelligence gives you instant clarity into how your hotel is performing so you can make informed decisions, confidently.

You can break down performance by segment, rate code, or source market – not just at month-end, but as it’s unfolding. You can see how different traveler types are booking, how far in advance, how long they’re staying, and where revenue opportunities are being missed. And because it’s built to be shared, your whole commercial team can stay aligned around what’s happening and what to do next.

When you understand who your guests really are – and how they behave – it becomes much easier to make decisions that win them over. That starts with data that’s easy to access – and built to act on.