10 types of travelers and what each wants from a hotel

Traveler types are the distinct guest segments that hotels see most often. Each type of traveler books on its own timeline, prioritizes different amenities and responds to different offers.

At any given moment, your property might be hosting a family on holiday, a solo guest recharging after a business trip and a group of food lovers mapping out the city's best bites. Whether it's their first visit or their tenth stop around the world, different types of travelers arrive with very different travel preferences.

One guest is squeezing in a break between meetings. Another is tracking down hidden gems, historical sites and cultural experiences. A third just wants 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 easier it gets to put the right room, rate and recommendation in front of the right guest.

This guide breaks down the 10 most common types of travelers in tourism and hospitality, what each one actually wants from a hotel and how hoteliers can meet those needs. Whether you’re running a large urban hotel or a small independent property, the same segments and the same principles apply: the more you know about who's walking through the door, the less guesswork goes into running the place.

At a glance: the 10 traveler types

1. Solo travelers

Solo travelers (also called individual travelers) are guests who book and travel alone. They range from Gen Z adventurers and gap year students to empty nesters traveling post-retirement. Motivations vary — self-discovery, wellness, rejuvenation or work — but the common thread is the single occupant.

Solo travel has grown sharply in recent years. A 2024 Skyscanner survey found that 43% of travelers took a solo trip in the previous year, with most planning to do so again.

What solo travelers want from a hotel

• A sense of safety and convenience

• Walkability or easy access to transport

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

• Personalized touches that make them feel seen, like local welcome notes or curated guides

• Spaces where they can comfortably be alone without feeling isolated

What hotels can do:

Offer single-occupancy rates that aren't just leftover double rooms, and be transparent about room size and layout. For solo business travelers or digital nomads, highlight late checkout and local coworking partnerships. Solo travelers often make fast booking decisions, so strong reviews, mobile-friendly sites and clear offers help them commit. A well-lit bar or communal breakfast area can also turn a one-night stay into a pleasant memory they share online.

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

2. Family travelers

Family travelers are guests booking a stay for two or more adults with children, often across two or more rooms or a suite. They're 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 family travelers want from a hotel

• Interconnecting rooms or suites with enough space to spread out

• 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

• Extras that reduce parental stress, like on-site laundry or early check-in

What hotels can do:

If you're family-friendly, say so clearly and show how your space works for families. Spell out room layouts, crib availability and in-room fridges.

Highlight what reduces 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. If you don't offer childcare or entertainment, consider partnering with a local service so you can still point families in the right direction.

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 (also called corporate travelers) are guests traveling for work. They're short on time, high on expectations and often booked by someone other than themselves.

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 business travelers want from a hotel

• Seamless check-in and check-out, with digital receipts

• High-speed, secure Wi-Fi and an ergonomic desk

• Central location or easy airport access

• Quiet zones and 24-hour services

• Reliable food options late at night or early in the morning

• Clear pricing that corporate finance teams can reimburse without friction

What hotels can do:

Focus on what streamlines their stay. That might mean mobile key access, auto-generated invoices or same-day laundry. Make sure your weekday pricing and amenities reflect business traveler needs, not just habits you see in your compset.

Business travelers are often repeat guests, but only if you deliver a smooth, reliable experience every time. For bleisure-extended stays, flag weekend rates, late checkout and a few local tips — it costs nothing and earns goodwill.

Digital nomads: the long-stay variant

Digital nomads are a distinct subset of business traveler.

They build work weeks around places they want to be – closer to slow travel than to a standard business trip – which means longer stays, more flexibility and different expectations around space, service and connectivity.

They want monthly rates or workation packages, social spaces to meet others, access to gyms and groceries and a quiet environment for calls and deep work.

If you offer discounted weekly or monthly rates, mention them clearly on your booking engine. If you have a quiet room with a proper desk and fast Wi-Fi, say so.

This group books fast and stays longer when they know they can work without hassle.

4. Leisure travelers

Leisure travelers are guests traveling primarily for rest, enjoyment or personal interest rather than work. They're one of the two broadest segments hotels serve (the other being business), and many of the more specific types in this guide fit inside the leisure umbrella.

Within hospitality, the term usually covers guests booking a holiday, a weekend break, cultural travel or a personal trip – anyone whose reason for being at your property isn't obligation. Leisure travelers are typically price-sensitive but value-driven. They research more, compare more and expect the stay to feel like a genuine break.

What leisure travelers want from a hotel

• A stay that feels restorative, not just functional

• Thoughtful details, such as a welcome drink, good bedding or a well-chosen pillow menu

• Clear information about what's nearby: restaurants, attractions, transport

• Flexibility around check-in and check-out when travel plans shift

• A booking experience that's simple and trustworthy, with photos that match reality

• Honest pricing with no surprise fees

What hotels can do

Lead with experience, not just amenities. Leisure travelers respond to clear signals of care — visible cleaning standards, warm welcomes, a concierge who knows the neighborhood.

Package stays around what people actually want on holiday: a weekend break with late checkout, a wellness bundle with a spa credit, a local experience paired with dinner. Leisure guests often spend more time in the hotel than business travelers, so small upgrades to shared spaces pay off quickly.

Price positioning matters too. Leisure bookings are more flexible and more rate-sensitive than corporate. A strong value message, clear cancellation policies and transparent fees help convert browsers into bookers.

5. Adventure travelers

Adventure travelers — sometimes called thrill seekers — are guests who build their trip around physical activity, exploration or wilderness experiences.

They prioritize experience over luxury, often travel off-season and book closer to travel dates. Thrill seekers spend more on activities and sightseeing than on amenities. (Adventure travelers often overlap with cultural travelers — the same guest might ski in the morning and visit historical sites in the afternoon — but the primary booking signal is activity-led.)

These guests are after adrenaline, authenticity and unique experiences off the beaten path. They book based on what's nearby – hiking trails, surf breaks, climbing crags, safaris or ziplining parks. Many stay at lower-cost lodges or hostels when the priority is getting out at dawn rather than lingering at the hotel.

What adventure travelers want from a hotel

• Proximity to nature, parks and excursions

• Transport links, secure gear storage, laundry

• On-the-go meal options or early breakfast

• Authentic local knowledge and travel tips

• A hotel that positions itself as a basecamp, not just a bed

What hotels can do:

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

Create landing pages or rate plans aligned to seasonal events, such as ski weekends or trail races.

Offer maps, weather updates and gear rental partnerships. Build seasonal offers around trail openings or events. Adventure travelers respond strongly to visual, real-life storytelling. Show the terrain and the activities, not just the room.

6. Group travelers and SMERFs

Group travelers book together for a shared purpose. SMERFs – social, military, educational, religious and fraternal groups — are a distinct and often underestimated subset.

These travelers don't always fit into traditional market segmentation, but they book in bulk, travel year-round and often fill rooms when other segments go quiet.

Groups book well in advance and have specific logistical needs that differ from leisure or business. They organize reunions, getaways, tournaments, field trips and meetups. They want properties that can accommodate them without friction.

What group travelers and SMERFs want from a hotel

• Group rates and room blocks

• Meeting rooms, event space or casual gathering areas like lounges or banquet rooms

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

• Transparent policies and responsive communication

• A named contact person who helps 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.

Groups often land in shoulder seasons, which helps you pace occupancy and protect ADR when demand is softer.

Read more: What does SMERF mean for hotels

7. Budget travelers

Budget travelers are guests who prioritize cost efficiency and transparency in their booking decisions. The label describes a deliberate approach, not just a low-price one. They care about value and they do their homework, scanning reviews, comparing fees and checking what's really included.

This group includes students, retirees and anyone working with a modest budget. They're often flexible on dates and destinations but strict on honesty and cleanliness.

What budget travelers want from a hotel

• Basic but well-maintained facilities

• Transparent rates with no surprise fees

• Clear value for money – breakfast, Wi-Fi, laundry included where possible

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

• Helpful local details, like the nearest grocery store or public transport

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

Backpackers are 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.

They prioritize flexibility, social connection and shared spaces over privacy or polish. They want dorms or low-cost privates with storage and security, shared kitchens and laundry, late check-in, 24/7 reception and flexible booking terms.

Atmosphere matters: other guests, social energy, staff friendliness. Offer community-driven spaces like movie nights, walking tours or cooking classes.

If you're listed on OTAs or hostel platforms, keep availability current – this segment books last-minute and cancels rarely.

8. Luxury travelers

Luxury travelers are guests willing to pay premium rates in exchange for elevated service, experience and personalization. With high rates come high expectations – consistency, personalization and the feeling of being genuinely looked after.

Luxury travelers range from honeymooners and high-net-worth individuals to discerning guests seeking escape and excellence. This type of traveler is typically older, more experienced and more selective.

Price is rarely the deciding factor, but it still has to match the experience. For these guests, the room is the small part of the transaction.

The larger part is investing their most limited resource, time, in a stay that delivers on its promise. Many plan well in advance, expect smooth handovers between booking and arrival and rely on subtle signals of quality to judge whether the stay was worth it.

What luxury travelers want from a hotel

• 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 closely matched

• Quiet confidence in every interaction, not performative luxury

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

9. Foodies

Foodie travelers plan their trip around restaurants, markets and local specialties. They expect the hotel to either be part of that story or help them access it easily.

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

What foodie travelers want from a hotel

• On-site dining that's consistent, well-reviewed and distinctive

• Proximity to markets, food tours or local staples

• Real recommendations from staff, not a photocopied list of nearby restaurants

• Memorable food moments, whether it's a regional breakfast or a chef's welcome snack

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 secure reservations or offer exclusive tasting menus can turn a good stay into a memorable one.

10. Pet travelers

Pet travelers are guests traveling with an animal, most often a dog or cat. They make booking decisions based on clear, pet-friendly policies and visible signs that their pet is genuinely welcome.

What pet travelers want from a hotel

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

• On-site pet amenities, like bowls, treats and beds

• Easy access to outdoor areas for walks and bathroom breaks

• Staff who are genuinely 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 steady stream of social media content you didn't have to pay for.

Frequently asked questions

What is a traveler type?

A traveler type is a classification that groups guests by their primary motivation for travel and their behavior before, during and after a stay. Hotels use traveler types to price rooms, design packages, allocate staff and target marketing. Common traveler types include business, leisure, solo, family, group, luxury, budget, adventure and pet travelers.

What do business travelers want in a hotel?

Business travelers want fast and seamless check-in, reliable high-speed Wi-Fi, a quiet working environment, a central or airport-adjacent location, flexible meal times and clear itemized pricing they can submit to their employer. Many also expect digital conveniences like mobile check-in, digital receipts and 24-hour services.

What do leisure travelers want in a hotel?

Leisure travelers want a stay that feels restorative. That means comfortable, well-maintained rooms, visible cleanliness, warm service, local recommendations, flexibility around check-in and check-out and honest pricing with no surprise fees. Many leisure travelers also value small touches that signal care — a welcome drink, a thoughtful pillow menu or a concierge who knows the neighborhood.

How many types of travelers are there?

There's no single agreed-upon number. Most hotels segment guests into somewhere between eight and 12 main types, usually starting with the broad split between business and leisure and then breaking those down by motivation (solo, family, adventure, foodie and so on) or by spending power (luxury, budget). Your travel style often spans more than one category – a luxury guest might also be a foodie, and a business traveler might extend into leisure over the weekend. The exact list hotels use depends on property type and location.

Which traveler segment is most profitable for hotels?

There's no universal answer. Luxury travelers pay the highest room rates but families often stay longer and occupy more rooms, driving higher total revenue per stay. Business travelers deliver reliable weekday demand at premium rates. Group travelers fill shoulder seasons. Profitability depends on your cost structure, your market and your mix. The goal is usually to balance segments across the calendar rather than chase a single high-value type.

How can small hotels appeal to multiple traveler types?

Small hotels can appeal to multiple traveler types by being clear about what they offer and to whom. That means tailoring room descriptions, packages and photos to the specific segments that fit your property, rather than trying to be everything to everyone. A 15-room boutique hotel might position itself around solo wellness travelers during the week and couples or foodie travelers on the weekend, using different messaging and packages for each. Independent hotels often out-earn larger competitors by matching their positioning to a handful of segments they serve exceptionally well.

Why understanding your guest types matters

Understanding who's searching for and staying at your hotel is the foundation of every strong commercial decision.

It shapes how you price rooms, design offers and schedule staff. A hotel filled with solo guests operates differently from one welcoming four SMERF groups at once. Each type of traveler brings a different commercial footprint — travel preferences vary widely across segments, a luxury guest has very different expectations from a budget traveler, and a family isn't looking for the same things as a digital nomad.

The clearer your picture of each guest type, the better you can anticipate what matters to them, price accordingly and plan for the bookings still to come.

When you know which segments drive demand at which times of year, you can focus your time and budget on the strategies that actually move the needle.

This is where Lighthouse Performance helps. It brings internal pickup, pace and segment performance together with competitive market benchmarking, so your team can see how each guest segment is performing and how your property is tracking against the market, without waiting for month-end.

Channel and Segment Performance lets your team drill into how each guest type is tracking against your strategy, while Account/Company Production shows exactly which corporate accounts and booking sources are delivering the volume.

Revenue Agent's Smart Insights skill surfaces the shifts that matter — a corporate segment falling behind pace, a leisure segment over-indexing on a particular feeder market, an ADR gap opening up against your compset — without anyone having to build a report to find them.

For hotels of any size, that turns guest-type understanding from a strategy document into daily commercial action.

Ready to act on what your guest mix is telling you?

See how Lighthouse Performance helps hotels track segment-level performance and spot the shifts that matter most.