Guest preferences and expectations constantly change. Hoteliers can’t assume that because a guest made a request during one stay that the same request will be made — or even desired — each time he or she returns to your property. Travelers’ personas change. Sometimes a guest is traveling on business; other times it’s for leisure. The guest may be alone or accompanied by a spouse or the entire family. Whether these road trippers are looking for a quick place to sleep or a longer stay where more amenities are desired, knowing what they want, when they want it, and how often is key to guest loyalty and satisfaction.