How to define your core guest services and offerings

First, create a detailed list of what your guests will receive

Your most important first step is to create a detailed, specific list of every single service, product, and amenity you will offer. This isn't a vague idea, but a concrete inventory of what a customer gets for their money. This list becomes the foundation for your website, your pricing, your marketing, and how you train your staff. Getting this right from the start prevents confusion and helps you deliver a consistently great experience.

How to break down your offering

To make this manageable, think about your guest experience in layers, from the main event down to the small details that make a difference. Work through the following steps to build a complete picture of your business.

1. Define the Core Product: Start with the primary thing the guest is buying. Be specific. Don’t just write 'a hotel room'; write 'a double room with an en-suite shower'. Not just 'a tour', but 'a 90-minute historical walking tour of Bath'. This clarity defines what you are fundamentally selling.
2. List All Standard Inclusions: Make a comprehensive list of everything that comes as standard with the core product. This is crucial for managing guest expectations. Does the room have a TV, hairdryer, and Wi-Fi? Does the tour price include museum entrance fees? Is bread automatically served with the soup? Listing these prevents disappointment and shows the value you offer.
3. Describe the Service Style: How will your service be delivered? This is your chance to stand out from competitors. Are you aiming for a formal, fine-dining experience or a casual, friendly café vibe? Is your B&B service discreet and professional, or warm and chatty like staying with a friend? Define the feeling you want to create.
4. Identify Potential Add-ons and Up-sells: Finally, list the extras you can offer for an additional charge. This is a key way to increase your revenue per guest. Common examples include a room with a sea view, a bottle of prosecco on arrival, side dishes for a main course, or a private version of your standard tour.

Putting it into practice: an example

Let's see how this works for a small, boutique Bed & Breakfast.

Core Product: One night's stay in a King-size Room.

Inclusions: Cooked-to-order full English breakfast, en-suite bathroom with power shower, free high-speed Wi-Fi, smart TV with Netflix, complimentary tea, coffee & biscuits, and locally made toiletries.

Service Style: Welcoming and personal. The owners are on-site to greet guests, provide check-in, and offer local recommendations for dinner and sightseeing.

Up-sells: A bottle of local sparkling wine chilled for arrival (£25 extra), or a packed lunch for two people heading out for a walk (£20 extra).

A great final check is to mentally walk through the entire customer journey, from the moment they browse your website to the moment they check out. Write down everything they will see, touch, and experience. This detailed script is the blueprint for the brilliant business you're about to build.