Hotels – customer expectations and best practice

Online information

A strong online profile and presence through your website, social media channels and booking platforms is fundamental. Consistent information and high-quality content means that guests should know exactly what to expect.

For example:

• leisure facilities the hotel offers, eg spa, swimming pool or gym
• dining and bar options
• accessibility (include floor plans and/or an accessibility guide)
• parking availability

It is also important to include information on local attractions, eateries, and public transport. Make it as easy as possible for guests to see how much there is to see and do in the area, potentially leading to longer stays.

Remember your website and social media are windows into your property. Use high quality images of all aspects of the property.

For more advice on websites, social media and the use of imagery take a look at our guidance on how to promote your business.

Provide a seamless booking experience

Give guests confidence in your business with a clear and transparent booking process regardless of whether they might be booking direct or through an online travel agent.

Top tip: encourage direct booking by offering upgrades for free or at a discounted rate.

What to have on your website

• Terms and conditions visible prior to the booking being made, with clear guidance around cancellations, irrespective of how the booking was made.
• List of specific add-ons and payment methods, eg room only, advance purchase, or flexible payment.
• Upgrades, such as pillow or bedding options and in-room add-ons like fresh flowers, chocolates, or chilled champagne.
• Pre-booking options for parking, valet services, spa treatments, or leisure activities and reservations for lunch, afternoon tea, and dinner with clear links to menu options.
• Up-to-date availability calendar allowing for simple phone and online bookings.
• Secure online booking system that takes bookings without your personal interaction (unless requested) – allowing 24/7 transactions from anywhere in the world.

After a booking is made

• Provide an automated confirmation of the booking with all relevant details including dates, prices, check in/out times and terms and conditions.
• Provide receipts for every payment made and send appropriate reminders if a full balance payment is required (eg a week before the payment is taken).

Further guidance

For information on online booking systems and more, check out our page on making your accommodation online bookable.

Décor and furnishings

Style and taste are of course subjective, however investing in high quality items will likely mean they hold their condition longer.

Examples of best practice

• Even at full occupancy, a well thought out and coordinated hotel should provide a sense of spaciousness and relaxation.
• All rooms should be well designed and decorated to a professional finish.
• Furniture, fixtures and floorings should be durable, but with thought given to comfort and ease of cleaning.
• In high-traffic areas, consider a more robust commercial quality of carpeting with a custom pattern or brand style.
• An easily washable flooring should be used in bathroom areas, such as wood, laminate or vinyl.
• Fit splashbacks to protect décor and for ease of cleaning in bathroom areas.

Top tip: Overseas guests love local history, so tell yours with original artwork or photography showing the story of your property, or local area.

Lighting, heating and ventilation

You want all your guests to feel comfortable. This isn’t easy as we all have different ideas about what we require to relax, however paying attention to controllability and variation is key to creating a comfortable environment for your guests.

Examples of best practice

• Aim to offer guests the ability to control and vary the lighting, heating and ventilation in their rooms.
• Maintain a consistent and comfortable ambient temperature, with an instant and controllable source in public areas. This is particularly important in function areas where the number of guests can fluctuate and impact on the temperature.
• Protect rooms against weather, noise, and light with substantial curtains or blinds.
• Use shades and diffusers to filter direct sunlight and heat impact where required, eg if breakfast is served in a conservatory area.
• Focus easily accessible lighting options around tasks and activities:
  • bedside lamps for reading
  • task lighting for desks and dressing tables
  • integrated lighting for wardrobes
  • overhead dimmers for ceiling lights
  • bright bathroom mirror lighting, with integrated de-misting function
• Ensure windows are easy to operate, with vents for airflow. For some rural areas, provide midge screens for windows.
• Install quiet and well-concealed ventilation and air conditioning units. If air conditioning is not installed, provide cooling fans for those hot summer months.
• In bathrooms, install effective no-noise extractor fans which can be isolated so that lighting can work independently. They could operate via a timer function or sensor control such as humidity detector function.
• Underfloor heating and heated ladder towel rails in bathrooms will enhance comfort.

For further information on being energy efficient and more, check out are guidance on how to make green improvements to your business.

Cleanliness and housekeeping

Cleanliness is crucial – it’s often the first thing a guest would notice if it’s not right. Focus on the highest standards possible in every area of your hotel to avoid any negative feedback.

Examples of best practice

• Provide regular training and detailed expectations for all housekeeping staff to work to the same high standards.
• Ensure well organised processes for cleaning and restocking of bedrooms and bathrooms between departure and check-in, with the flexibility to manage early or late check-ins or large group check-ins.
• If turn down service is offered, prepare the room fully for their sleep (eg remove excess bedding, close the curtains, refresh towels and hospitality trays, and empty the bin).
• Management to carry out regular checks on standards (double checking laundry and towels from external laundries) and have additional deep cleaning undertaken on a weekly or monthly basis.

For further ideas on introducing standards around areas such as cleanliness, take a look at our advice on setting product standards.

Hotel exterior and grounds

How the hotel is presented on the outside can give an indication of the quality and standards your guests can expect to find on the inside.

Examples of best practice

• Driveways and access roads should be in excellent condition with clear signposting to the hotel.
• Parking areas should be signposted, with clearly marked bays with sufficient turning space.
• Availability of parking is appropriate for maximum hotel capacity including non-residents.
• If access roads, drives, and parking areas are not in good condition, let your guests know in advance that they will need to drive accordingly.
• Install dedicated bays or areas for accessible parking, electric vehicle charging points, motorbikes, bicycles and coaches if required.
• Position lighting to provide a safe and secure entry for guests during night-time access and when unloading luggage.
• Consider installing extra measures for the security of visitors’ cars (eg motion activated lighting, CCTV, and coded access gates).
• Schedule regular maintenance for the exterior of your hotel, including grounds or gardens.
• Display external decorative features (eg flower tubs, creative lighting and outdoor furniture) matching the style, and quality of the hotel.
• Keep refuse and recycling storage areas hidden or screened.

Bedrooms

The sleeping experience can often make or break a stay. You’ll want to offer the best beds and bedding possible, but don’t forget to pay equal attention to other practical details such as the positioning of plug points.

Beds and bedding best practice

• Whether divan base or bed frame, invest in sturdy construction with upholstered or solid wood headboards to coordinate with the base. It's good to opt for larger than standard size.
• Mattresses should be of an exceptional quality, support, and construction (eg pocket sprung of over 1,000 springs or memory foam). Consider additional toppers of foam or feather to enhance the sleeping experience. This can be especially useful for zip and link beds to prevent a gap forming in the middle.
• Provide exceptional quality duvet and pillows (if feather is provided then offer an alternative non-allergenic option). Pillows should offer the best support and include a choice of soft and firm for each guest. Duvets should be seasonal and offer variable togs or layers of options. Use larger duvets (eg a double on a single bed) for added luxury.
• Use mattress and pillow protectors for hygiene.
• Invest in 100% cotton linen bed sets with high thread count (Oxford bed sets ideally), and a coordinated approach to bed presentation. Quality control must be in place to ensure high standard of any contract linen.

Bedroom storage and facilities best practice

• Taking into consideration average length of stay, have a range of storage and hanging options with clothes hangers of the highest quality, suitable for a variety of wardrobe items.
• Provide a mirror with a plug point available nearby.
• Include comfortable seating for maximum occupancy of the room, positioned for maximum comfort (eg viewing the television).
• The hospitality tray offers the opportunity for a wow factor, from mini bars to pod coffee machines.
• Consider the quality of technology provision such as a strong wifi connection, large smart televisions and Bluetooth speakers.
• The range of bedroom accessories should enhance your guests' experience, with your target market in mind (eg hair dryer and hair straighteners, in-room ironing facilities, a safe, etc).
• Present in-room information in an easy-to-understand way, including wifi password and breakfast times, etc.
• Consider the provision and positioning of plug points, making them easily accessible by bedsides, dressing tables, and desks. Lamps with integrated USB ports are especially helpful for international guests, instead of adaptors.

Bathrooms

Bathrooms may vary in size and range of facilities, however clever use of space can make the best of smaller rooms, in terms of both design and function. Whatever your set-up, a bright, well-lit bathroom adds to the perception of cleanliness and hygiene.

Examples of best practice

• Invest in a full range of luxury, design-led sanitaryware and fittings (eg mirrors, lights, radiators, and towel rails). Through regular cleaning and maintenance, you can keep these in excellent condition - pay particular attention to ensuring that grouting is fresh and stain free.
• Top-end bathrooms may include baths, separate large shower cubicles, wall-mounted toilets with concealed cisterns, "his and hers" wash basins and top-quality vanity surfaces, such as granite or marble.
• Ensure hot water is always available.
• Any towels, robes, or accessories you provide should be of the highest quality possible. Quality control must be in place to ensure high standard of any contract towelling range.
• The towelling range should be soft, thick, heavyweight and always look and feel like they're in excellent condition. Ideally use high-quality materials, such as Egyptian cotton, silk-cotton blends, or bamboo.
• Offer a full range of toiletries - demonstrating sustainable business practices by using refillable vessels for soap, shampoo, etc. and local or Scottish toiletries (which can also add to the experience for an international guests).

Public areas

All public areas of the hotel should reflect the quality standards and comfort levels aspired to within the bedrooms with an overall high standard of finish and coordination for maximum comfort and presentation.

Reception

The reception should be an easy-to-use area for guests to check-in and check-out. Make sure you have sufficient flat surface space to complete any paperwork and easy access to a card machine.

Dining areas

In the dining room set each table with an exceptional standard of crockery (eg porcelain, bone china, custom pottery, 18/10 stainless steel cutlery, crystal or high quality glassware).

Provide ample space to seat diners comfortably with a certain degree of privacy and don't forget to add high-quality accessories, such as salt and pepper mills, thick linen or cotton napkins, and decorative features, such as fresh flowers or other seasonal touches.

Lounges

Ensure lounges are warm, welcoming spaces. This can include a fireplace or wood stove, luxurious settees and armchairs, and ambient lighting.

Leisure facilities and children’s play areas

If leisure facilities are available, such as a spa, gym, or swimming pool, ensure changing areas are spacious and well maintained. Provide ample locker space for both residents and non-residents (if applicable).

Offer high-quality branded toiletries, towels, robes and slippers, substantial provision of hairdryers, vanity areas, and swimming costume drying machines (where applicable).

Access to the leisure facilities should not be through hotel public areas. For residents, best practice is to provide access via a dedicated internal lift or secured access.

Fit any children’s play areas with a high standard of equipment. Don't forget to regularly schedule cleaning and maintenance. This will ensure it is not only spotless, but also safe for use.

Public toilets

Provide the same quality of fittings in public toilets with excellent toiletries and hand drying facilities that are suitable for high volume areas.

Other areas to consider

Operate high-quality and well maintained lifts with smooth operation and easy access.

Maintain any vending machines in excellent working order, well lit, and fully stocked.

Depending on your market, provide a suitable secure area for guests to leave outdoor clothing and equipment to dry overnight, eg walkers, cyclists, golfers, anglers, etc.