What We’ve Learned From Working With Hundreds of Hotels

At Walter Geering, we’ve had the privilege of working with hundreds of hotels across the UK – from boutique hideaways on the coast to bustling city centre stays and large-scale holiday parks. Over the years, this experience has given us a front-row seat to the evolving expectations of guests, the daily challenges hospitality teams face, and the small touches that turn a stay into something truly memorable.

Whether you’re a family-run B&B or a multi-site operator, these are the core lessons we’ve taken from the hotels we’ve partnered with – insights that we hope inspire you in your own business.

1. First impressions really do count

It sounds simple, but the way a guest feels within the first 10 minutes of arriving can shape their entire experience. That initial impression – the warmth of the welcome, the cleanliness of the space, the attention to detail in the room – sets the tone.

Hotels that consistently score high on guest satisfaction are the ones that don’t leave first impressions to chance. They know that small details matter – from the scent in the lobby to the quality of the welcome toiletries or how seamlessly check-in is handled.

Our takeaway: Creating an inviting, thoughtful arrival experience pays dividends. We’ve seen first-hand how things like a branded welcome pack or high-quality toiletries become talking points that get shared in reviews.

2. The guest experience isn’t about luxury – it’s about care

Not every guest is looking for five-star opulence. But all guests want to feel cared for. The most successful hotels we work with don’t try to be everything to everyone – instead, they define what great service looks like for their target market and deliver it consistently.

It might be a handwritten welcome note for a couple celebrating an anniversary, or extra towels for a family with small children. We’ve seen hotels with more modest budgets outperform their glitzier competitors simply because they’ve nailed the emotional side of hospitality.

Our takeaway: Personal touches and thoughtfulness create emotional loyalty – the kind that drives word-of-mouth and repeat bookings.

3. Sustainability isn’t a trend – it’s the new standard

In the last five years, we’ve watched sustainability shift from “nice to have” to non-negotiable. Today’s guests, especially younger travellers, are actively seeking out hotels that align with their environmental values.

Hotels that have embraced eco-friendly practices – from refillable dispensers in bathrooms to reducing plastic in welcome packs – are not only attracting more bookings, but they’re also cutting costs in the long term.

Our takeaway: Sustainability is a smart business move. We’ve helped hotels reduce waste without compromising on guest experience, proving that style and sustainability can absolutely go hand in hand.

4. Your staff are your biggest asset – and your best marketers

Hotels that enjoy strong reputations have one thing in common: great teams. From housekeeping to front of house, the staff make or break the guest experience.

We’ve seen hotels invest in their people – through training, recognition, and culture – and watched the ripple effect it has. Happier staff deliver better service. Better service leads to better reviews. Better reviews lead to higher occupancy.

Our takeaway: Empower your team to take ownership of the guest experience. Celebrate great service stories and invest in training that helps staff feel confident and valued.

5. Consistency builds trust (and return visits)

While innovation is important, the top-performing hotels we work with all have one thing in common: they deliver a consistently high-quality experience.

Consistency doesn’t mean boring – it means your guest knows what to expect, every time. It means your toiletries are always topped up. The room is always clean. The welcome is always warm.

We’ve watched hotels grow their brand and reputation by being reliable in the ways that matter most to guests.

Our takeaway: Don’t chase trends at the expense of the basics. Nail the fundamentals, then layer in innovation.

6. Guests do notice the difference in quality

In a world of comparison sites and online reviews, guests are savvier than ever. They notice the quality of the towels, the scent of the shampoo, and whether your signage is clear and helpful.

We’ve had countless hotels tell us they made the switch to higher-quality products – whether that’s branded slippers, upgraded packs, or own-label toiletries – and immediately saw an uptick in guest feedback.

Our takeaway: Attention to quality doesn’t need to break the bank. Even simple upgrades, done right, enhance perception and satisfaction.

7. Flexibility and responsiveness win business

One of the biggest lessons we’ve learned from our hotel partners is the power of responsiveness – not just to guests, but to changing market conditions. The hotels that thrived through Covid, or pivoted quickly to new demographics, are the ones that stayed nimble.

We’ve also seen how important it is to be responsive to feedback – whether it’s a guest comment or a trend emerging in reviews.

Our takeaway: Being open to change and acting quickly is a competitive advantage in a fast-moving industry.

8. You don’t need to do everything – just do a few things brilliantly

Hotels sometimes fall into the trap of trying to offer every amenity or service under the sun. But the most memorable guest experiences often come from doing a handful of things really well.

We’ve worked with hotels that ditched mini-bars and added local guidebooks instead. Or swapped out bulk amenity offerings for curated welcome packs. It’s about playing to your strengths and creating something that feels considered.

Our takeaway: Know what sets you apart and invest in delivering that with excellence.

Final thoughts

Working with hundreds of hotels has shown us that while every property is unique, the principles behind great hospitality remain the same: care, consistency, and character.

At Walter Geering, we don’t just supply products – we support our clients in creating exceptional guest experiences. Whether it’s helping you design a bespoke welcome pack, sourcing sustainable toiletries, or simply offering advice on what works – we’re here to help.

If you’re ready to refresh your guest experience or want to talk through ideas for the season ahead, get in touch. We’d love to be part of your journey.