The Best Guest Isn't Who Hospitality Thinks It Is Anymore

Across hotels, resorts, and every other premium travel brand, the same question is being asked this season: does the next wave of top-spending travelers actually want what the last one wanted, or has that assumption quietly stopped holding? Nobody in the business has settled on an answer yet. Every operator with a high-end product is working out its own read on who this guest is, rather than reaching for the old profile out of habit. For an industry that has long prided itself on knowing its best customer by instinct, that is no small adjustment.

With reporting from Skift.