In the sixth century BC, Greek philosopher Heraclitus observed “Everything changes but change itself.” Twenty-six centuries later, it’s still every bit as true.

Everything changes, and that certainly applies to today’s hotel customers. Travelers, whether veteran business road warriors, or families enjoying leisure travel, are more selective, value conscious and well-informed than ever before. They also have a whole new set of expectations.

When it comes to handling change, Heraclitus maintained that there are two ways people generally react: they fear, resist or try to ignore change, or they endeavor to understand, embrace and find ways to benefit from it.

Hotels have a unique opportunity now to embrace the new customer reality and capitalize on it in ways that will differentiate their property’s brand, rise above the competition and develop customer loyalty. To explore how to take advantage of this opportunity, let’s start by examining more in-depth how your guests’ habits and expectations have changed.

Today’s New Traveler

Coming out of an economic recession, your guest is cost-conscious and more careful in his spending choices. He’s been conditioned by recession-driven discounts and rate reductions to expect more for his money. He’s very likely to be an informed comparison shopper.

Travelers today want to feel pampered and ...