Over the past few years, as a greater number of people begin traveling more and more frequently, these consumers of travel are changing the expectations of what tourism (and those businesses involved in it) should be. 

Around the globe, hotels are having to reflect on what they do and how they do it, in order to make themselves stand out from the crowd. Want to know what separates the top hotels from the bottom-tier establishments? Then read on to learn what the new luxury hospitality consumers want and expect from their hotels. 

1. They expect personalization. 
In 2018, there is no denying that personalization is the ultimate desire of every luxury travel customer. As hotels around the world find it harder and harder to stand out from the crowd, they have to look for ways to generate a more personalized customer experience. 
What does a more personalized customer experience look like with regards to hotels? 
Well, first things first: Guest personalization in hotels requires more than just addressing guests by their (correct) name. That should be a given. 
Instead, personalization means that prior to the stay, hotels are sending targeted advertisements that are best suited for potential guests. During the stay, guests should be receiving suggestions of activities or services that fit their preferences. Finally, after the visit, it is essential to send an automated follow-up email that asks the guest related questions to ask if their stay was pleasing, mediocre or surpassing expectations.
Besides, look to warmly welcome regular visitors and to customize food and drink as necessary for repeat guests. In other words, you want to aim to know your guests better than they know themselves. 
Keep in mind that effective personalization starts with useful data. Once hotels have collected the appropriate data, it is time to pick and utilize the proper technology tools to execute personalized happenings during the customer journey. 
However, the most effective personalization strategies are designed to balance technology with human interactions because while technology can make it easier to enhance the experience, there is nothing that can ever entirely replace the human touch. 

2. They want authenticity. 
Authenticity is a buzzword that is reigning supreme in all aspects of the travel industry — ensuring that hotels also need to be striving to provide guests with the most authentic experience possible. 
One of the driving factors for most travelers is that they want to experience something different, like a local's experience, that winds up being one of their favorite travel stories. Therefore, for luxury travelers, this means that they want to experience something that not everyone can. 
Depending on the hotel's location, how it creates an authentic ambience and vibe is going to differ. Yet, one thing remains the same around the world: Travelers want to connect with local neighborhoods and people. Therefore, hotels must go out of their way to provide recommendations for local hotspots, restaurants, and activities. 
Having a full-time, knowledgeable concierge service will enable guests to find and enjoy delicious food and beverage options while filling their daily itineraries with activities and sights that are interesting to them. 

3. They desire specific room amenities. 
At the end of the day, the most crucial aspect of a guest's stay in your hotel is the quality of the room in which they spend their time. No matter how much money and time you throw into all other aspects of your hotel, if you don't have the appropriate, high-quality amenities that your guest desires, then they aren't going to be recommending your hotel any time soon. 
These new luxury hospitality consumers are looking for just that — luxury. Feeling pampered is necessary for them, which means that the hotel must provide amenities that look and feel expensive. 
What does this include? 
● Guests want to be staying in a hotel that provides soft, breathable white sheets, down comforters, and plump pillows that are both comfortable and soothing. 
● In the bathroom, they want very soft, huge towels that feel luxurious. Additionally, high-quality soap, shampoo, conditioner, and hair-dryers are all essentials that will help them to feel clean and invigorated. Make sure to give them enough product to enable them to look and feel good. 
● Travelers universally hate mini-bar fees, so opt to provide them with quality complimentary refreshments such as water, tea, and coffee (and real drinkware) that make them feel pampered. 
● Last but not least, a special touch such as a selection of cookies, a welcome drink, or fresh flowers in the room will ensure that the guests are feeling welcomed and special. 
By just providing these basic upgrades, hotels are able to dramatically set themselves apart from other options (as most places don't do anything like this), which will help you get regarded by luxury travelers.

So, there you have it. The new luxury hospitality consumers want and expect personalization, authenticity, and specific room amenities from their hotel — regardless of whether they are staying in a stunning beachfront hotel in Dubai, the best hotels in the Maldives, or a small resort in Hawaii. 
What about you? What kind of traveler are you? Do you want and expect these things, or something else? Let us know in the comments below!  

AUTHOR BIO
Thomas Grundner is the Vice President of Sales and Marketing for JA Resorts & Hotels. He has more than 20 years of expertise in the hospitality and leisure industry – across international markets including Germany, Egypt and Spain. Grundner oversees all sales, marketing and revenue efforts as the company continues to build on its key growth and development strategies and further cultivates its unique blend of "Heartfelt Hospitality" and "Casual Luxury."