What do hotel guests really want from the hotels they frequent? And what are they willing to pay more for? As we collectively move beyond the challenges presented by the pandemic, hoteliers view these questions with renewed interest. Not only has the industry changed, but the world at large has changed. So what does that mean? Surely, travel behaviors have changed to adapt to the new normal, and what guests want from hotels today might be different.

Guests now crave a more customizable experience that is highly adaptable to the world’s changing tides and, of course, their individual lives. They want hotels to work with them, not against them, and to understand the complexities of their desires and schedules – and they are willing to pay more for it. A study by Deloitte revealed that customers are willing to pay 20% more than standard equivalents for customized products and experiences.

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