Hotel amenities that increase bookings and improve the guest experience

Amenities aren’t just perks — they shape the guest experience, build loyalty, and turn first-time visitors into repeat guests.

Introduction

A traveler’s search for the perfect hotel often involves scrolling through endless options before making a decision. With so many choices available, what makes a hotel stand out? More often than not, it’s the thoughtful details — an amenity that enhances comfort, adds convenience or makes a guest feel valued.

Today’s travelers expect more than just a clean room and a comfortable bed. They seek experiences, personalization and seamless service. The right amenities transform an ordinary stay into something exceptional, leading to better reviews, stronger guest loyalty and increased bookings.

Amenities influence traveler accommodation choices

From boutique stays to global chains, travelers have an abundance of options. When narrowing down their final choice, amenities often tip the scale. If a hotel fails to offer the perks guests prioritize, it risks being overlooked in favor of competitors.

Strategic amenity planning requires a long-term approach. When you align the right amenities with the right audience on the right channels, you don’t just attract bookings — you create relationships, reduce marketing costs and gain broader visibility. Smart hoteliers go beyond guesswork, using data on guest demographics, booking trends and loyalty behaviors to fine-tune their offerings and stay ahead of shifting expectations.

For instance, a hotel might offer certain amenities on its website rather than on online travel agency (OTA) platforms to encourage direct reservations and avoid OTA commission fees. Another hotel that sees most of its bookings through OTAs might highlight high-value amenities on those platforms to improve visibility and conversions.

Hotels can personalize offerings by segmenting guests based on preferences and booking channels. VIP guests might receive premium in-room perks via email promotions, while general loyalty members gain access to exclusive experiences through social media campaigns. A thoughtful approach to amenities keeps experiences engaging and fosters repeat bookings.

Differentiating your hotel to stand out

Amenities do more than just add convenience — they help make your hotel memorable. Whether it’s popcorn at turndown or a rooftop cocktail hour, thoughtful perks create experiences that stick with guests long after checkout. Even one standout amenity can set you apart from competitors, helping you secure bookings in a crowded market.

Understand what your competition is doing

Every hotel has its own strategy for attracting guests, and amenities play a major role in that positioning. To differentiate yourself, start by analyzing market insights — data that reveals what your competitors offer, how they’re performing, and what travelers in your area value most.

Ask yourself:

• Do your competitors capitalize on their location, or are their amenities more generic?

• How do their amenities impact their market position, and are they consistently winning more bookings?

• What gaps exist in the market that your hotel could fill?

No single amenity works for every hotel. A perk that attracts travelers to a ski resort may not hold the same value as a beachside retreat (think in-room fireplaces versus waterfront massages). The key isn’t just adding more amenities — it’s ensuring they deliver real value based on guest expectations.

Guests don’t just want amenities for the sake of having them — they want meaningful enhancements to their stay. A gym only stands out if it meets the fitness habits of its guests. Valet service is a major perk in a busy urban area, but in a quiet suburb with ample parking, it’s unlikely to move the needle.

By leveraging market insights, you can move beyond guesswork and focus on amenities that set your hotel apart. If your competitors offer standard amenities without clear differentiation, you have a unique opportunity to introduce standout benefits. If they focus on curated experiences, it may be time to rethink your strategy and highlight your unique value proposition.

Cater to the needs of your ideal guest

Before adjusting your amenities, start by defining your business goals — whether it’s increasing revenue by 30%, attracting a new type of traveler, or enhancing the overall guest experience. Once your goal is clear, compare your current clientele to your ideal guests to identify amenities that will bridge the gap.

For example, if your hotel currently welcomes a diverse mix of travelers but you want to appeal to more young families, consider adding amenities that make their stay easier. On-site childcare, kid-friendly dining options or dedicated play areas can be compelling incentives for parents trying to balance relaxation with family responsibilities.

Amenities must make financial sense. Popular perks like late check-outs or dog walking can attract guests, but if they strain resources, they may do more harm than good.

Many hotel operators find success by offering amenities with strategic restrictions to manage demand while still providing value. For example:

• Room upgrades exclusively for guests staying five nights or more

• Complimentary childcare for families who book a designated package

• Free airport shuttle service for those who booked directly through the hotel’s website

Just keep in mind that too many restrictions can backfire if they create confusion or frustration. Clear communication with both guests and staff ensures that restrictions enhance the experience rather than complicate it.

New amenities should be treated as an experiment, with expiration dates, phased rollouts, or seasonal availability to test their impact. As you introduce new offerings, track guest responses and demand to determine what resonates most. This approach allows you to refine your amenities over time, ensuring they make a meaningful impact.

Tried and true amenities

Classic amenities have stood the test of time, becoming major factors in a traveler’s decision to book. However, popular amenities aren’t always essential. Guests value perks that make their stay easier or more enjoyable, but the right offerings will depend on who your guests are and what they need.

Flexible check-in and check-out

Flexible check-in and check-out times have become increasingly rare, with many hotels pushing back check-in and moving up check-out, limiting the time guests have to enjoy their stay.

While offering flexibility presents operational challenges for front desk and housekeeping teams, it’s a valuable benefit for travelers with unpredictable schedules, long-haul flights, or early meetings. If your competitors don’t offer this perk and you have the resources to manage it, this can be a key differentiator that drives booking and guest satisfaction.

Fitness and wellness centers

Fitness centers can range from a simple set of weights to a high-tech wellness space. While they naturally attract dedicated fitness enthusiasts, they can also intrigue travelers looking to stay active or try something new on vacation.

Wellness amenities give guests an opportunity to relieve stress, maintain their routines and enhance their overall stay. Whether it’s a fully equipped gym, yoga classes or spa-adjacent recovery spaces, leveling up your current facilities can help position your hotel as a destination for health-conscious travelers.

Pools and hot tubs

Pools and hot tubs are universally appealing — kids splash around, couples unwind, and senior travelers have a low-impact way to stay active. Whether your property features an Olympic-sized pool or a more modest facility, tailoring the experience to your ideal guest can elevate its value.

For example, you might staff a lifeguard for families with young children or offer complimentary water aerobic classes to attract older guests. Thoughtful programming and well-maintained facilities can turn this standard amenity into a key selling point.

Spas

On-site spas typically cater to affluent guests looking to escape the daily grind, offering calming massages, facials or other treatments that enhance well-being. More than just a luxury, a well-executed spa experience can leave a lasting impression, making travelers more likely to return.

A spa can be a powerful differentiator, transforming a regular stay into a rejuvenating experience. When thoughtfully integrated, it reinforces your brand as a destination for relaxation and indulgence. However, before committing, ensure your guest demographics and pricing strategy can support a profitable spa operation.

Airport shuttle services

A free or low-cost airport shuttle is a high-value amenity for weary travelers arriving in an unfamiliar city. Instead of navigating public transportation or arranging a car, guests can simply look for your hotel’s name on the side of a waiting vehicle.

Shuttle services provide more than just convenience — they bookend the guest experience with a positive touch. A seamless airport pick-up sets the tone for the stay ahead, while a smooth departure leaves a lasting final impression. This thoughtful service increases the likelihood that guests will rebook when returning to the destination — or choose another property within your brand’s portfolio.

Beyond airport transfers, expanding shuttle services to include popular local attractions, business districts, or convention centers can further differentiate your hotel and add value for guests.

Self-service experiences

With 75% of millennials and Gen Z travelers preferring hotels with self-service options, features like self-check-in, mobile apps and automated service kiosks are becoming increasingly valuable. These conveniences allow guests to handle tasks on their own schedule — whether it’s checking in, ordering room service or accessing hotel amenities — without waiting in line or calling the front desk.

Self-service technology streamlines operations, letting staff focus on high-value interactions like guest inquiries, special requests and problem resolution. Automation improves efficiency but shouldn’t replace meaningful face-to-face service.

Amenities for families

Family-friendly amenities cater to both children and parents, making travel easier and more enjoyable for everyone. While general conveniences like flexible check-in/check-out and airport shuttles are helpful, hotels that truly prioritize family experiences can carve out a competitive niche.

On-site childcare

For hotels that already attract families, whether due to location, room layouts or pool facilities, on-site childcare can be a game-changer. Giving parents dedicated time to relax while their children enjoy supervised activities adds immense value to their stay.

Since childcare requires an operational investment, hoteliers can start small before committing to full-time services. Hosting group activities like a story hour, craft session, or movie time can test demand and introduce families to your offerings.

To build trust and encourage participation, carefully vet staff and provide parents with clear guidelines on supervision, schedules and age requirements.

Kid zones

Designated kid zones immediately signal to parents that your hotel welcomes families. Depending on your available space and budget, these can range from a splash pad or toddler wading pool to a playground or game room.

Larger properties may only need to convert an underutilized area into a simple play space with swings or slides. If space is limited, consider designating specific areas — like a roped-off shallow section of the pool — for kids and families.

Activities for the whole family

Family-friendly activities appeal to travelers looking to spend quality time together. Offering movie nights under the stars, putt-putt golf, scavenger hunts or all-ages fitness classes can set your hotel apart.

As with childcare, you may want to test interest with pop-up events before making a long-term investment. Renting an inflatable movie screen for weekly outdoor films or setting up a temporary putt-putt course can gauge demand while creating memorable experiences for guests.

Amenities for pet lovers

As younger travelers are more often choosing pets over parenthood, pet-friendly amenities have become a compelling addition to hotels. In fact, 22% of pet owners took their cat or dog on three or more flights last year, citing the high cost of animal care and their reluctance to leave their pets alone. Much like family-friendly perks, any service that makes their pets happy can inspire repeat bookings.

Pet-friendly welcome

A thoughtful welcome can set the tone for a pet owner’s stay. Small touches — like a cushion at the foot of the bed, fresh food and water dishes, or even a welcome chew toy — make pets (and their humans) feel at home.

However, consistency matters here. If you provide food and water dishes, consider replenishing them daily to meet guest needs and expectations.

Pet relief areas

Traveling can be stressful for pets, often leading to restlessness and accidents. A designated pet relief area provides a safe, convenient space for owners to take care of their pets’ needs while keeping hotel grounds clean.

Whether you cater to small dogs or welcome pets of all sizes, a thoughtfully-placed relief area can make a significant impact — whether it’s a simple patch of artificial turf or a fully enclosed dog park. If your hotel allows cats, consider litter box stations in pet-friendly rooms or out of sight in communal areas.

Pet washing stations

For outdoor-loving pets and their owners, a pet washing station is a small but valuable amenity. After a beach day, hiking trip or muddy walk, guests appreciate a convenient way to rinse off their pets before heading back to their rooms. This feature encourages more adventurous travel plans since guests won’t have to worry about cleaning up messes later.

A pet-washing station doesn’t need to be an elaborate grooming facility. A pet-friendly nozzle on an outdoor hose, a non-slip surface and a simple awning for shade can make all the difference.

Dog walkers and pet-sitting

Routine is essential for pets, and travel often disrupts their schedules. Offering dog walking or pet-sitting services can ease owner concerns while making their stay more enjoyable.

To offer these services, hoteliers may need to hire trained staff, obtain liability insurance, or convert a space into a pet daycare. Some hotels choose to limit services based on pet size or breed, such as restricting dog walking to pets under 25 pounds to ensure manageable staffing.

A well-run pet program can encourage longer guest stays, higher satisfaction and repeat visits — especially for travelers who might otherwise hesitate to bring their pets along.

Business travel amenities

Work-related trips demand thoughtful amenities that cater to professionals. Of course, a junior associate attending their first conference will have different needs than a seasoned CEO closing a multi-million dollar deal. Regardless of who you cater to, the right amenities can position your hotel as a go-to destination for business travelers.

Business centers

Business centers provide essential resources like printing stations, staplers, scanners and office software (e.g., Microsoft Word). If you don’t have a dedicated space for a full business center, consider converting a section of your lobby or another common area to offer these conveniences.

A well-equipped business center can make all the difference in the middle of a hectic work trip. If an executive needs to print last-minute handouts or scan an important document, having these resources readily available eliminates stress. Reliable Wi-Fi and ergonomic workspaces further encourage repeat business from corporate travelers and companies.

Private meeting rooms

Private meeting rooms offer professionals a distraction-free space for calls, presentations or in-person discussions. Unlike open workspaces in a business center, these rooms provide a quiet environment for sensitive conversations or high-stakes negotiations.

Many hotels integrate private meeting rooms into their business center, but it’s important to distinguish the two. Whether guests need a place for a virtual sales pitch, emergency strategy session or a one-on-one meeting, having designated spaces can attract business travelers.

Conference space

Conference rooms appeal to both travelers and local businesses that need event space, providing an extra revenue stream through corporate and networking functions.

If business travelers are part of your target audience, a well-designed conference space can set you apart from competitors while bringing in high-value bookings. Converting underutilized areas or designing flexible event spaces that can scale based on group size allows you to accommodate various business needs.

Additionally, offering event packages that include catering, AV support, and business concierge services can further position your hotel as a top choice for corporate gatherings.

Luxury travel amenities

Luxury travel has surged in recent years, prompting many hoteliers to invest heavily in upscale amenities. As a result, traveler expectations have risen, and standard luxury offerings no longer feel special.

Luxury travelers expect more than just high-thread-count sheets or designer furniture — they crave exclusive, one-of-a-kind experiences. If your property already boasts a stellar location, well-curated luxury amenities can enhance its appeal to affluent travelers while driving higher revenue.

Bespoke welcome gifts

Luxury guests pay a premium for their stay, and in return, they expect a higher level of service. Personalized welcome gifts go beyond standard hospitality, reinforcing the value of their investment and setting the stage for an exceptional experience. Thoughtful, customized touches create a sense of exclusivity while strengthening your hotel’s reputation as a premier destination.

To tailor bespoke gifts effectively, staff can use guest data — both new and historical — to craft experiences that resonate. For instance, when a traveler books, you might ask if they’re celebrating a special occasion and customize their gift accordingly.

If a couple regularly visits an area for the local coffee scene, a curated selection of high-end coffee beans and a handwritten note could be the perfect welcome. Whether it’s a kid-friendly birthday basket, locally sourced artisanal treats, or a celebratory bottle of champagne, these small gestures can strengthen guest connections.

High-end dining

High-end dining plays a significant role in attracting luxury travelers, with many choosing hotels based on signature restaurants, exclusive menus, and premium service. These guests expect more than just a meal — they seek a curated dining experience that aligns with their refined taste.

Elevate dining by using seasonal menus and local ingredients and offering impeccable service. If exclusivity is the goal, limiting reservations, offering private dining experiences or prioritizing hotel guests for peak dining times can create a sense of prestige that enhances guest satisfaction and your hotel’s reputation.

Unique hotel amenities

Unique amenities have the power to surprise and delight guests, making their stay more memorable and distinctive. The best part? Standing out doesn’t have to mean overspending. Thoughtful, creative touches — whether simple or extravagant — can elevate the guest experience.

For budget-conscious hotels, small but unexpected perks like board games at turndown or a themed welcome drink can add charm without adding significant costs. More luxurious properties might go all-in with show-stopping offerings, like champagne sabering, in-room mixology kits, or cooking classes with renowned chefs.

Setting up these amenities requires coordination across departments. Consulting with your finance team ensures the investment aligns with your budget, while marketing and operations teams can help position the offering effectively. If you’re introducing high-end or niche amenities, you may need to adjust your marketing strategy to appeal to the right audience and communicate the added value.

Themed experiences

Themed experiences transport guests beyond the typical hotel stay, immersing them in a setting that feels extraordinary and unique. Some themes are naturally tied to location — such as a Pixar-themed hotel near Disney or The Top Hat in Atlantic City, a Monopoly-inspired bar that gives a nod to the city’s real estate history.

Even without a location-based hook, a creative theme can help you distinguish your property. A hotel near an IMAX theater might embrace an action-movie motif, while a boutique inn could cater to book lovers by theming each room after a literary classic.

Executing themed experiences requires careful attention to detail. This could mean redesigning common areas, introducing themed staff uniforms or offering immersive packages. The key is cohesion — every touchpoint, from décor to amenities, should contribute to the experience.

Final thoughts

Amenities play a bigger role in the guest experience — and ultimately bookings — than many hoteliers realize. However, rolling out new perks or incentives without a clear strategy can lead to wasted resources. The key isn’t just offering high-value amenities but offering the right ones to the right guests through the right channels.

To make the most of your amenity strategy:

• Track your amenities: Use Channel Manager to accurately show which amenities you offer across 200+ channels (including your own site).

• Understand your audience: Segment your guests based on demographics, booking behavior (e.g., booking through an OTA vs. a hotel website) and travel preferences. Identify which amenities will attract your ideal travelers and drive loyalty.

• Take a data-driven approach: Avoid guesswork when introducing new amenities — track their impact, test variations and refine your offerings based on performance.

• Evaluate your competitive position: Use Pricing Manager to optimize room rates at any given time. With the latest AI insights, even the smallest hotels can better estimate the value of their rooms the same way conglomerates do.

If you’re ready to refine your hotel’s amenities, gut instinct can only take you so far. A platform like Lighthouse provides real-time data to help you understand why travelers book with you or, perhaps more importantly, why they choose a competitor.

Designed for independent hotels, Lighthouse helps you track key performance metrics, analyze booking patterns, and measure the impact of your offerings. With data-driven insights, you can confidently introduce better amenities, optimize existing ones and maximize your return on investment — without relying on trial and error.