What Today’s Guests Really Want
by azulomo | 3 min read
It’s Not About ‘Stuff’
Creating What Guests Actually Want
When the Hot Tub’s Not Enough (and the Guests Are Still Meh) Let’s be honest—hosting these days can feel like a bizarre game show where you’re constantly asked to add one more thing just to stay in the running.
An outdoor cinema? Sure.
Voice-controlled blinds? Fine.
Artisanal popcorn machine? Why not.
And still… the bookings plateau, the guests leave kind reviews but not raving ones, and you’re left wondering why all that investment didn’t create magic. Sooo, here’s a slightly rebellious thought: what if the problem isn’t what’s missing from your guest list—but what’s missingfrom your guest experience?
Because in the real world — not the algorithm echo chamber that everyone obsesses about — guests don’t talk about your coffee grinder. They talk about how your home made them feel. At azulomo, we’ve spent years decoding what truly moves guests. And here’s the short version: it’s not more stuff. It’s more soul. If you want higher rates, better reviews, and more returning guests, you don’t need another gadget—you need to master the art of calm, emotion-led design. Let’s unpack what today’s travellers are really looking for—and why it’s quietly profitable.
Beautiful hosting isn’t about having everything, it’s about offering the right feeling at the right moment.
Emotional Design: What Gets Remembered, Gets Booked
Here’s a secret most design guides won’t tell you: people don’t remember their stay as a list of things. They remember it as a feeling. And that feeling is shaped by how the space made them feel when they arrived, when they settled, and when they left.
Research shows that emotionally fulfilling guest stays directly increase loyalty, recommendation rates, and the likelihood of return bookings (ScienceDirect, 2023). In fact, 75% of hotel guests are more likely to rebook if their stay felt emotionally satisfying, not just functional (IASDR, 2023).
What does that mean in practice? That your new espresso machine might be less important than:
The smell of rosemary as they walk in.
The handwritten note you left on the breakfast tray.
The way the morning light falls across a linen‑draped chair in the corner.
Emotional design isn’t fluffy. It’s deeply strategic. It’s what transforms your stay from just fine to I didn’t want to leave.
Calm Styling: The Most Underrated Revenue Driver
There’s something wildly underrated in this industry: calm. Not just clean or stylish or “on trend”—but truly, deeply calm.
In a Booking.com 2024 survey, 60% of global travellers said they’re looking for more meaningful, peaceful holidays that offer emotional restoration—not just amenities (Booking.com Trends Report, 2024). That’s huge! And it tells us one clear thing: the modern guest is craving spaces that soothe. Not just impress.
So instead of buying another tech upgrade, ask:
Is your lighting soft and layered?
Are your colours muted and inviting, or visually loud?
Is there a corner where someone could just… be?
A guest is far more likely to remember the worn copy of The Salt Path book next to a woven armchair than they are your LED showerhead. One says: we see you. The other says: we saw a TikTok.
The Science of Memory (and Why Guests Forget Your Wine Fridge)
If you’ve ever slaved away creating a 20‑item welcome hamper only for your guests to mention the bread and a candle, this one’s for you. Psychologists call it the “peak-end rule”: humans don’t remember every part of a holiday equally. They remember the emotional high points, oh, and the ending.
That means your guest might forget the brand of your mattress. But they will absolutely remember:
The sunset moment they had on your terrace.
The lavender mist on their pillow at night.
The way the light moved through the kitchen as they made tea barefoot.
These tiny moments cost less than a hot tub—and deliver more emotional ROI. According to a TripAdvisor study via Little Hotelier, 81% of guests read reviews before booking, and emotional tone is the biggest influence. Guests are scanning for how it felt to be there, not whether there were four towels or five. So if you’re budgeting, spend less on the fridge upgrade—and more on atmosphere. Memory is what makes or breaks your margins.
Real Talk: Hosts Are Overspending on Gadgets, Underdelivering on Emotion
Let’s break the cycle. A growing number of hosts are waking up to this truth: more features ≠ more value.
In fact, a Deloitte study revealed that guests are more likely to recommend a stay that feels personalised and emotionally intuitive—even if it lacks some premium amenities (Deloitte Travel Consumer Index, 2024).
And yet, so many still prioritise upgrades like:
Fancy tech guests don’t know how to use
Gimmicky items that look great online, but feel cold in person
Spaces packed with stuff, instead of space to breathe
This isn’t just about vibes—it’s about value. Homes that deliver emotional resonance:
Get booked faster
See higher average nightly rates
Attract better reviews and loyal guests who come back
And often? They cost less to run.
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One Wave at a Time…
Today’s guest doesn’t want to be dazzled. They want to feel seen. They want a space that feels calm, warm, human — and worth remembering. At azulomo, we believe that soulful styling and emotional intention aren’t just beautiful. They’re deeply strategic. They help your space feel like something — and in turn, earn more, with less effort.
This is the kind of hosting we teach in The Slow Living Host masterclass. Not because it’s trendy. But because it works.
→ Want your space to move people—and your revenue needle? Register your interest here.
“In a world overflowing with amenities and algorithms, today’s guests are looking for something quieter—something that speaks to their senses, not their schedules. They’re not chasing hot tubs and HDMI ports; they’re craving calm, connection, and moments that feel personal. Hosts who design for feeling over flash aren’t just creating beautiful stays—they’re building loyal, profitable businesses rooted in emotion, not excess. The future of hosting isn’t louder. It’s slower. And a whole lot more human.”
