The way guests experience hotels is shifting all the time. What worked a few years ago is not enough today, and large hotel chains face huge challenges in keeping up.
According to PwC, guests now see hotels as destinations in themselves, not just a place to sleep. Wellness, flexible spaces, and memorable food and drink matter more than ever, while traditional loyalty programs are losing their appeal.
So what’s behind these changes? And what happens when hotels fail to meet new guest demands? This article breaks it all down – along with practical ways large hotel chains can adapt.
Why guest expectations are evolving: what’s changed and why it matters
Guest expectations evolve based on social, technological, and economic factors. That means that what was once a “nice-to-have” quickly becomes a basic expectation. Let’s take a look at what’s shaping guest expectations in 2025.
Shifts in travel habits post-pandemic
Business travel has bounced back, but it looks different now. Many travelers combine work with leisure ("bleisure"), expect more flexible booking policies, and prioritize convenience over rigid schedules. Weekend getaways and midweek stays have also increased, requiring hotels to rethink staffing and service availability.
The influence of digital convenience
Thanks to services like Amazon, Uber, and mobile banking, guests expect instant, frictionless digital experiences, and they bring those expectations to hotels. They don’t want to wait in line to check in, call the front desk for basic requests, or manually adjust the room temperature when smart homes do it automatically.
Rising demand for personalized experiences
One-size-fits-all service is becoming outdated. Guests expect hotels to remember preferences, past stays, and special requests without being intrusive. They appreciate small touches like room setups tailored to their liking, choice over housekeeping frequency, or dining suggestions based on their preferences.
Growing awareness of sustainability and health
Guests are paying more attention to eco-friendly practices, healthier dining options, and wellness amenities. In Germany, for example, the tourism industry is shifting towards sustainable and nature-focused experiences. Plastic-heavy minibar setups and excessive waste are no longer ignored – but actively called out in reviews.
The consequences of missing guest expectations
Failing to meet guest expectations can have a significant ripple effect on a hotel's reputation and overall success. The impact can lead to tangible business challenges that are hard to recover from.
Negative reviews and public feedback
Today’s guests take their complaints online. Slow service, outdated rooms, or inflexible policies can result in negative TripAdvisor ratings, Google reviews, or social media complaints that directly impact future bookings.
Declining repeat business
Loyalty programs and brand recognition aren’t enough if a hotel fails to meet basic expectations. Guests who feel their needs aren’t met are unlikely to return even to another property within the same chain.
Increased pressure on frontline staff
When hotel services fall short, staff bear the brunt of the frustration. Constant complaints about limited food options, or rigid policies make it harder for employees to provide positive service and lead to higher burnout and turnover rates.
What today’s guests actually expect?
If there’s one thing hotel guests today have in common, it’s this: they don’t want to deal with friction. Every delay, outdated process, or tech failure feels like an inconvenience, because in most areas of their lives, things have just become easier.
Let’s break down what guests actually expect when staying at a large hotel and how hotels can meet these needs without overcomplicating it.
Faster, easier interactions
Guests don’t want to spend time waiting in lines, filling out paperwork, or making calls. They expect quick, intuitive ways to handle basic hotel interactions, ideally from their phones.
● Mobile check-in/out – A study indicates that 71% of hotel operators agree that guests perceive guest-facing technologies, such as mobile check-in and digital keys, as empowering. Guests should be able to skip the front desk entirely if they prefer.
● Keyless entry – Using a smartphone instead of a physical keycard is no longer a novelty, it’s becoming an expectation.
● Fast service response – Whether it’s a request for extra towels or room service, delays frustrate guests. Hotels that offer app-based or messaging-based requests (with instant updates) tend to see higher satisfaction.
Where large hotel chains struggle: Rolling out mobile-based interactions across multiple locations can be slow, especially when different properties use different systems.
Solution: Pilot digital services in a few locations first, gather feedback, and expand from there.
Personalized services that still respect privacy
Personalization doesn’t mean bombarding guests with overly familiar service. It means recognizing useful details that improve their stay.
● Room preferences – Some guests want a quiet room away from the elevator. Others prefer a higher floor. If they’ve stayed before, hotels should remember these details.
● Food choices – Offering meal preferences in advance (vegetarian, gluten-free, etc.) prevents the need for last-minute requests.
● Communication styles – Some guests prefer digital communication (text updates), while others want direct contact with staff. The option should be clear and easy to select.
Where large hotel chains struggle: There’s a fine line between helpful and invasive. Guests appreciate subtle personalization, but they don’t want to feel like they’re being tracked.
Solution: Let guests opt into preference tracking rather than making assumptions.
Reliable technology (no glitches allowed!)
Tech-driven experiences only enhance guest stays if they work flawlessly. A malfunctioning mobile key or unreliable Wi-Fi is worse than not having these features at all.
● Stable Wi-Fi – No one should struggle with slow speeds, especially when working remotely.
● Intuitive in-room tech – Smart TVs, thermostats, and lighting should be simple to use, not require a manual.
● Guest-facing apps that actually work – If a hotel offers app-based check-in, room service, or messaging, the app must be fast, intuitive, and bug-free.
Where large hotel chains struggle: Outdated infrastructure can prevent smooth tech rollouts.
Solution: Focus on core tech improvements (Wi-Fi, in-room controls) before adding extras like AI chatbots or VR experiences.
Human touch where it counts
Tech is great for speeding up routine interactions, but when guests have complex needs, special requests, or issues, they expect real human help – without long wait times.
● Available, knowledgeable staff – When guests reach out, they expect staff to be well-trained and driven to solve problems.
● Support for special occasions – Birthdays, anniversaries, or last-minute travel hiccups are where personal service stands out.
● Flexibility in problem-solving – Strict policies that prevent reasonable accommodations often result in frustrated guests and negative reviews.
Where large hotel chains struggle: Standardized service models sometimes leave little room for flexibility.
Solution: Train staff to handle common exceptions instead of always escalating to management.
How can hospitality business adapt to changing consumer expectations?
Keeping up with guest expectations doesn’t require you to reinvent the wheel or make expensive changes overnight.
Instead, large hotel chains can focus on small, high-impact improvements that guests actually notice, while keeping operations manageable for staff.
Here’s where to start.
1. Focus on high-impact service improvements
Not every improvement requires a massive budget or tech investment. Sometimes, the smallest changes create the biggest difference in guest satisfaction.
● A simple early check-in or late check-out request can make or break a guest’s experience.
● Whether it’s housekeeping delays, Wi-Fi problems, or billing errors, guests expect quick fixes.
● A guest shouldn’t have to chase down staff to get an answer. Hotels that use real-time messaging or digital service requests create a smoother experience.
Quick tip: Train front desk and service teams to anticipate guest needs. A well-timed “Is there anything else I can do for you?” can prevent complaints before they happen.
2. Choose technology that solves real problems
Just because a tech trend is new and exciting doesn’t mean it’s worth investing in. Large hotel chains should prioritize tech that actually improves guest experience, not just tech for tech’s sake.
● Wi-Fi that actually works – A fast, stable connection is non-negotiable for modern travelers.
● Self-service options – Mobile check-in, digital keycards, and automated service requests can reduce wait times and lighten staff workloads.
● Guest communication tools – Not everyone wants to call the front desk. Offering chat-based requests via an app or WhatsApp makes service faster and more convenient.
Quick tip: Before adopting any new technology, ask: “Will this make a guest’s stay easier, faster, or more enjoyable?” If the answer is no, skip it.
3. Standardize the basics, customize the rest
Large hotel chains need consistency across locations, but that doesn’t mean every property should feel identical. The best approach? Standardize core service expectations while leaving room for local touches.
● Core standards: Every location should guarantee cleanliness, fast service, and smooth check-in/out.
● Localized flexibility: A hotel in Tokyo might emphasize high-tech convenience, while one in Tuscany focuses on local wine and food experiences.
● Cultural awareness: Guest expectations vary by region. Understanding what matters most in each market prevents one-size-fits-all mistakes.
Quick tip: Encourage property-level managers to introduce small, location-specific perks (like welcome drinks, room upgrades, or locally sourced amenities) to make each stay feel unique yet reliable.
Key hotel guest experience trends to watch in 2025
Instead of reacting to changes after they happen, large hotel chains should be proactively planning for what’s next.
Not every hospitality trend will stick, but some shifts are already shaping the future of guest expectations.
Sustainable stays
Guests increasingly expect eco-friendly hotels, from energy-efficient buildings to waste-reducing amenities like bulk toiletries and digital receipts. According to the World Tourism Organization's Tourism Sustainability Report, 73% of global tourists prefer to stay in hotels that apply sustainable practices.
Wellness offerings
From health-conscious menu options to in-room air purification systems, hotels that focus on well-being will attract a growing segment of travelers. The wellness market is projected to reach $7.3 trillion in 2025, with a compound annual growth rate (CAGR) of 9.9% from 2022 to 2025.
AI-powered personalization
AI tools are already helping hotels customize offers, anticipate guest needs, and automate routine interactions, but the real potential is just starting. Around 50% of travelers are open to having AI manage their travel planning, highlighting an increasing trust in AI-powered suggestions.
Quick tip: Hotels don’t need to adopt every trend immediately, but they should keep an eye on what matters most to their specific guests.
Stay ahead with HotelFriend Enterprise
Many hotel chains still rely on manual processes, disconnected software, or legacy systems that make it difficult to adapt quickly.
But your hotel’s tech stack should keep up without constant overhauls. HotelFriend Enterprise gives large hotels and chains the flexibility to adapt, customize, and grow, ensuring smooth operations and happier guests.
Here’s how it helps:
✓ Personalized guest experiences – Tailor room setups, automate preferences, and offer mobile check-in for a connected stay.
✓ Quick and efficient operations across locations – Standardize essential services while allowing for location-specific customizations.
✓ All-in-one platform – Manage reservations, housekeeping, billing, and guest communication in one unified system instead of juggling multiple tools.
✓ Scalability for large hotels – Built for large properties, providing centralized control across multiple locations.
✓ Future-proof flexibility – Easily test and implement new features without disrupting day-to-day operations.
Why It Works?
Guest expectations will continue to evolve, but with HotelFriend Enterprise, your hotel can stay ahead of trends, and immediately reduce friction with automated check-in or a centralized guest preference database.
Final thoughts: small shifts add up
Making improvements doesn’t have to be overwhelming. Instead of chasing every trend, the key here is to focus on meaningful upgrades that truly impact both guests and staff.
Small, well-planned tweaks are often more effective than big rushed changes. Automating simple tasks like mobile check-in or guest requests will free up staff for more personal service. And when staff have the right tools, whether it’s clearer guest data or streamlined workflows, they can focus on creating a great stay.
A good rule of thumb? Walk through your hotel experience as if you were a guest. If something feels outdated, complicated, or frustrating, chances are your guests feel the same way. Fixing those small details is what keeps the guest experience fresh – without reinventing the wheel.
