# Understand different types of guest

Compare what couples, families and other guests value, then use those differences in your content.

The same hotel can mean different things to different guests. Couples may talk about quiet rooms, while families focus on space. Use Audiences to compare those patterns and read the guest profiles before choosing a message.

Where to find it: Open Intelligence and choose Audiences.

## Read the differences

The audience view combines guest types with review evidence. Use the table of themes and guest types to inspect what matters to different kinds of stay, then open a guest profile for its motivations and supporting information.

A couples’ break and a family holiday can value the same hotel for different reasons. The profile helps you choose an angle; it does not identify individual future guests.



![Audience research: compare themes by kind of stay and open the supporting evidence](https://www.luminafrontier.ai/_lumina/assets/product-docs/audiences-retina-20261012.webp)

Audience research: compare themes by kind of stay and open the supporting evidence. Recorded in Lumina, October 2026.

## Create content for a guest type



1. Open Audiences and set the research filters.
2. Select a matrix cell to inspect the reviews behind that combination.
3. Open a guest type and read its full profile.
4. Use the available Atelier or Concierge action to develop content for that guest type.

## Check who the findings describe

Audience proportions and sentiment describe the hotel’s available evidence. They are not a forecast of next month’s bookings. Read small or missing samples with care.

Choose All guests in a content tool when you want a general piece. Choose a specific guest type when the angle, examples and call to action should speak to that audience.



## Common questions

### Are these profiles individual guests?

No. They describe types of guest using the available research. Use them to plan the message, not to identify or contact a particular person.

### What if my content is for everyone?

Choose All guests in the creation tool. Select a specific guest type when the message or examples should speak to that audience.

## Continue reading

- [Plan a hotel marketing campaign](https://www.luminafrontier.ai/docs/campaigns/)
- [Choose a campaign idea with Audience Playbook](https://www.luminafrontier.ai/docs/playbook/)