From technology needs to food preferences, there are many new studies that highlight hotel guest preferences. One such study recently issued by Hotels.com showed that free Wi-Fi is the number one preferred amenity, followed by wanting a free breakfast.

What is more interesting about this study is that wired rooms and other innovations fell down lower on the scale of guest preferences.

While this type of study, on the surface, seems very insightful for major hotel brands, it may need to be viewed from a different perspective. For example, the study participants tended to fall more into the mid-tier realm, and did not take into account the needs of the luxury traveler.

In addition, the biggest challenge of these types of studies is that they essentially say that “all guests are the same” and this is “what they want.” The reality is that hotel guests are very diverse and have highly complex and differentiated needs.

It is very easy to make assumptions when marketing to hotel guests based on these kinds of studies. Rather than taking a generalized approach, it is recommended that all brands create highly detailed personas of all guests. These can range from Millennials to Baby Boomers to the vacationing family on a budget.

Another recent study looked at how most guests want more mobile options. This may seem obvious to the casual reader but, when analyzing the results of this report, it is important to take into account that mobile guests also have very differing preferences.

The key takeaway is that today’s guests want highly customized offerings – whether through mobile solutions, in-room amenities or when interacting with the concierge.

Hoteliers that can leverage detailed personas and create solutions that truly meet the individual travelers needs, will have a leg up when it comes to creating lasting brand loyalty.