The hospitality industry is evolving rapidly, and the modern hotel guest segments are not the same as they were a couple of decades ago. Different types of travellers today range from business professionals extending work trips for leisure to eco-conscious explorers prioritising green accommodations. For hoteliers, this diversity is both an opportunity and a challenge. Understanding the specific needs of each traveller type is essential for crafting memorable guest experiences, building loyalty, and boosting revenue.
Personalisation has never been more important. Guests today expect tailored experiences, whether it’s recommendations for a local activity or flexible check-in options. Luckily, technology – such as conversational AI – offers solutions to engage guests efficiently while still keeping things personal.
Here’s how you can identify, engage, and upsell to different traveller types for maximum impact.
Understanding the different types of travellers
Every guest arrives with a unique purpose, but they often fall into specific categories. Here’s a breakdown of the key traveller types and their key characteristics:
1. Leisure travellers
Typically holidaymakers, couples on a romantic getaway, solo adventurers, and leisure travellers value relaxation, exploration, and making memories. This group dominates the travel industry, as observed in the UK hospitality market in 2023. Post-pandemic trends show increased demand for family-friendly and adventure-focused holidays which overlaps with the category of leisure travellers.
2. Business travellers
Business travel remains strong, with 6.4 million visits to the UK for work purposes in 2023, contributing £3.17 billion in spending. A growing trend within this category is “bleisure” travel, where business professionals add leisure days to their work trips. This trend saw 42% of UK travellers integrating leisure activities into their business trips in 2023.
3. Family travellers
Families – whether nuclear units or multigenerational groups – are increasingly opting for adventure-focused holidays such as safaris or eco-tours. They appreciate activities that have both entertainment and educational value. Flexible school holiday schedules have only boosted the demand for these trips.
4. Luxury travellers
This high-spending demographic seeks bespoke, premium experiences, from fine dining to exclusive excursions. The luxury travel market continues to grow as more people prioritise quality over quantity in their travel experiences.
5. Budget travellers
Budget-conscious travellers, including backpackers or deal-seekers, focus on affordable options such as hostels, low-cost airlines, and package deals. Convenience and value for money are key for this group.
6. Adventure travellers
Whether it’s hiking, white-water rafting, or mountain climbing, adventure travellers crave thrilling experiences. This group often overlaps with family travellers seeking fun, outdoor activities during their trips.
7. Wellness travellers
Focused on health, relaxation, and mindfulness, these travellers seek spa retreats, yoga programmes, and immersive health-focused resorts. Wellness tourism has gained traction due to rising awareness of mental and physical health benefits.
8. Sustainable travellers
Eco-conscious holidaymakers prioritise green choices, such as eco-friendly hotels, locally sourced meals, and activities that support sustainable development. This segment continues to grow as environmental awareness spreads.
How to engage with different types of travellers
Knowing who your guests are is only half the battle. To make an impression, you’ll need to develop strategies for engaging with them effectively.
1. Craft tailored experiences
Start by understanding different traveller types and their preferences to curate experiences that meet their needs. For instance:
- Provide family travellers with kids’ activity packs on arrival.
- Offer leisure travellers curated itineraries showcasing local attractions.
- Surprise luxury travellers with a personalised welcome gift in their suite.
It may sound obvious, but these are the essentials. The better you know what they’re looking for, the easier it is to map out their journey with your hotel. Take a close look at what might be missing and figure out how to address it in a way that aligns with your hotel’s personality and the reputation you’re building. It’s not just about meeting guest expectations – it’s about staying true to what sets your hotel apart in the market.
2. Personalised digital communication
Reach guests through their preferred channels, whether it’s email, messaging apps, social media, or SMS. Include customised pre-stay suggestions and post-stay feedback requests to keep communication relevant and engaging.
Managing multiple communication channels can feel like a lot, but it doesn’t have to be. With the right hotel tech, you can bring all your platforms together into one simple inbox. This makes it easier for your team to stay on top of guest messages and focus on delivering great service.
3. Leverage AI chatbots
AI-powered solutions can automate guest engagement while still feeling personal. Chatbots can answer FAQs, suggest activities, and assist with room service orders around the clock, improving both convenience and satisfaction.
Worried that chatbots might feel impersonal or aren’t what your guests want? Take a look at real-life success stories of hotels using AI-powered chatbots to handle guest communications. The results speak for themselves – happier guests and more efficient hotel teams.
4. Offer localised recommendations
Adventure travellers will appreciate recommendations for nearby hiking trails, while wellness travellers would enjoy directions to the best yoga studios in town. Tailor your advice to highlight unique local experiences that align with their interests.
Looking for ideas?
How to upsell to different types of travellers
Upselling works best when it fits your guests’ specific interests and needs. To help you get started, here are some practical examples based on the best industry practices showing how hotels can upsell effectively across different traveller profiles:
| Type of traveller | Upsell examples |
| Leisure | Room upgrades, spa treatments, or guided city tours. |
| Business | Access to co-working spaces or executive lounges. |
| Family | Babysitting services, family suites, or tickets for nearby attractions. |
| Luxury | Private dining experiences, helicopter tours, or in-room champagne upon arrival. |
| Budget | Affordable meal plans or transport pass packages. |
| Adventure | Gear rentals, adrenaline-filled excursions, or guided nature tours. |
| Wellness | Detox programmes, private yoga sessions, or exclusive spa packages. |
| Sustainable | Carbon offset options, eco-tour packages, or stays in energy-efficient rooms. |
Understanding their priorities and offering value-driven solutions can significantly improve conversion rates.
Need inspiration?
Hotel tech to engage with different types of travellers
With staff shortages in hospitality, connecting with guests on a personal level can feel like a daunting challenge. But the right hotel tech stack can help your team deliver personalised guest experiences at scale without adding extra strain. Here’s what to keep in mind:
- AI chatbots: Answer guest questions instantly and suggest upgrades or additional services in real time.
- Mobile apps: Provide guests with effortless booking, in-stay assistance, or concierge services via their mobile phones.
- Smart room technology: Customise room settings like lighting and temperature to suit the traveller’s preferences.
- Data analytics: Leverage user insights to spot patterns and anticipate guest requirements before they even articulate them.
Conversational AI, like the AI chatbots mentioned above, is a good place to start. It is an effective technology that’s simple to implement and delivers results from day one – a smart way to personalise guest experiences while increasing revenue. In a nutshell, here’s how it works:
- Automated interactions
AI enables round-the-clock engagement without hiring additional staff. - Personalised recommendations
By analysing and leveraging guest data, AI can suggest relevant upgrades or services, such as a family suite for a travelling parent or spa treatments for a wellness-focused visitor. - Enhanced touchpoints across the entire guest journey
Pre-arrival messages, in-stay chatbots, and post-stay feedback forms all benefit from AI-powered personalisation.
Want to see how it could work for your hotel?
Scaling personalisation for different traveller segments is crucial – but it doesn’t have to mean more work for your team. Tools like CRM systems and AI platforms allow hotels to:
- Segment guests by traveller type for targeted campaigns.
- Automate repetitive tasks, freeing up staff for face-to-face interactions.
- Deliver efficient yet personalised service, even during peak operational periods.
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Key trends shaping the future of hospitality
Want to engage with the rapidly developing segments of travellers? Bleisure travel and sustainable tourism are two of the fastest-growing trends in the industry. Hotels catering to eco-conscious travellers, digital nomads, and wellness enthusiasts are likely to see the highest returns. By investing in scalable solutions, forward-thinking hoteliers can position themselves to meet these demands head-on.
Invest in tailored guest experience today
Understanding and engaging with different types of travellers isn’t just a nice-to-have; it’s a necessity for modern hoteliers looking to thrive. It might seem obvious, but too many hotels are still missing the chance to take full advantage of this opportunity – and now it’s easier than ever to get started. When supported by innovative technologies like conversational AI and data-driven guest insight tools, these strategies don’t just enhance experiences – they create new revenue opportunities.
Want to see how AI can transform your guest communications? Book a demo with HiJiffy and start engaging with your guests in different ways.
