One Hotel, Infinite Guests: The Case Against Designing for Average

Last week I was in New York for a few days.
Acela in, Midtown stay, downtown dinner, dog in tow.

No drama, no horror stories. But something stuck with me:
Every part of the trip reminded me how differently guests weigh their priorities—and how easy it is for brands to forget that.

Guests don’t choose brands.They choose trade-offs.

You might give up room size for a better neighborhood.
Tolerate meh service for great design.
Ignore a bland breakfast if you love the coffee bar.

Most choices aren’t driven by a checklist—they’re driven by what matters most to that traveler, in that moment.

The "average guest" is a myth.

The more brands try to please everyone, the more they blur into irrelevance.

“Value, comfort, and convenience” might sound strategic, but really, it’s just... default. And it leads to the same safe experience guests forget the second they leave.

The real opportunity? Designing for someone specific. Prioritizing a few things on purpose—even if that means others self-select out.

Brand clarity = guest satisfaction.

When a brand knows exactly who it’s for, it’s far more likely to meet expectations—and occasionally exceed them.

When it tries to be all things to all people? Expectations clash. Disappointment creeps in. Guest reviews start using phrases like “it was fine.”

My stay at Motto was a good reminder.

I picked it for location and pet-friendliness, knowing I'd have Maple with me. But the experience made the trade-offs clear:

• Nowhere nearby to easily walk her

• Minimal storage space in the room

• Compact lobby and F&B experience

• Times Square location (save me!)

Would I stay again? Maybe. But only if I really needed to be near Times Square with a dog. It did what it promised. But the promise wasn’t made for me.

At Meridian Thinking, we help brands stop designing for the average guest—and start shaping experiences around the right ones.

Because when you understand the trade-offs your guest is willing to make—and the ones they won’t—everything gets sharper:

• Positioning

• Programming

• Pricing

• Perception

Brand love starts with knowing who it’s for. Brand loyalty starts when they feel like it was built just for them. Are you ready to chat about your brand? Click here.