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As guests flip through magazines or search on the internet, they may feel overwhelmed by the options for their stay. Many hotels increasingly offer luxury amenities that guests have come to expect as standard.

Hotels must go the extra mile in their amenity offerings. From free Wi-Fi to breakfast and mobile check-in, a 2016 J.D. Power survey in hotel guest satisfaction remarks on the standardization of perks and its effects on the industry for budget to luxury hotels.

Typically, cost and fees adjustments show an increase in customer satisfaction, but ratings have mostly plateaued in many regards. The luxury sector had a 12 point improvement, as they're able to demonstrate to guests their additional value. Satisfaction is higher for participants in hotel rewards programs, with older members more likely to join: 66 percent of guests are Boomers, 56 percent of guests are Gen Xers, and 39 percent of guests are millennials. The key findings of the study included these luxury amenities and factors:

  • Online/Mobile Check-In

Check-in/check-out satisfaction ranked highest among those who had access to the service. However, only 3 percent of hotel guests take advantage of check-in through online or mobile means.

  • Most Important Amenities Ranked

What were the most important amenities to surveyed guests? The top three amenities for hotel guests included free Wi-Fi, complimentary breakfast and parking. 71 percent received free Wi-Fi. 56 percent enjoyed complimentary breakfast. 61 percent took advantage of free parking.

Rising on the list as the fourth most important item was luxurious linens and bedding. Only 37 percent of hotel guests stated this was available in their rooms.

Though many luxury amenities are becoming standardized perks, the importance of these offerings will demand upon your market. Who are your typical guests? Do you survey your audience enough to understand their true needs?

  • Social Media Feedback

With the advancement of technology, many guests turn to social media to leave their feedback. 75 percent of comments in the last year were positive, while 13 percent contained negative feedback. Of those who commented on social media, customer satisfaction was 40 points higher than others surveyed.

Give Guests What They Want
Guests aren't only looking for a bed to lay their head on these days. Both leisure and business travelers are reviewing room quality to make their stay decision, and they want high-quality amenities.

Every room shouldn't have a Jacuzzi, but the hotel "basics" should at least feel luxurious. According to Trivago's hotel manager blog, guests are looking for reasonable luxurious essentials, and if they don't see them, guests may skip hotels and head to a bed and breakfast:

Breathable Linen and Plush Pillows

Guests aren't interested in tacky comforters and old, worn linens and pillows, no matter how many times housekeeping launders, fluffs and folds them. Dated patterns and polyester sheets make up the standard, but guests want plump pillows, down comforters and soft white or pastel sheets for quality sleep.

Guests can tell when their linens are made of natural fibers. Opt for 1000-thread-count sheets made of cotton and soothing down-filled duvets in earth tones.

Oversized, Soft Bath Towels

Towels should fully cover all guests. Whether you're on a leisure or business trip, a too-small towel is embarrassing. Most hotels provide rough, small towels that anyone could pick up for home.

Guests want oversized bath towels that are soft and useful for various purposes. Some women still prefer to use a hand towel to remove their makeup, or wipes may be provided. Large towels feel the most luxurious, and guests are more likely to hang these up than leave them around the room.

pH-balanced, Full Size Toiletries

Tiny soaps dry out faster, and squeezing and chasing small bottles of shampoo and conditioner around the bath stall isn't fun for guests, who want high-quality, full-size toiletries.

Hotels can go the extra mile by offering tangle-free and green, natural products that don't contain sulfates for eco-conscious guests. Every hair and skin type is different.

Complimentary Refreshments

Guests are most likely to contest their room service bills when paying, and guests don't want to feel like penny pinchers. When guests first arrive or are returning after sight-seeing, they feel parched and need refreshments, and complimentary refreshments make guests feel cared for.

Small samplings of snacks and bottles of water are standard, with mini bottles of alcohol the price of full-size bottles. Guests want water and quality tea and coffee. Is there any harm in including juices? Hotels should also pay attention to specific guests' dietary needs.

That Something Extra-Special

What is your hotel's extra-special treat for guests? When traveling, guests want to feel special and welcome. Put the cherry on top of the pie.

What about homemade cookies or handwritten notes? Villa Punto De Vista is an example of a destination stay that goes the extra mile, providing on-site concierge and butler service, even on the beach. Guests can enjoy a packed lunch and transportation to the beach, and come back to the villa to enjoy the rooftop bar and jacuzzi. At the villa, guests wake up to a full complimentary breakfast where passionfruit mimosas are always on the menu

As once luxury amenities are becoming standardized, hotels need to go the extra mile for the guests. It's in the attention to the little details. Correct the basics and offer that something extra-special that only your hotel brand can do.