The key to generating new business and building a loyal customer base is in identifying the hotel's ideal guest -- a person who shares the same values as the property and the hotelier -- and developing amenities around that target market, writes Caroline Cooper, founder of Zeal Coaching. "Knowing who your ideal guest is means you can tailor everything you do with them in mind, increasing your chances of attracting them (and not just those who fail to appreciate what you do, spend less and complain in the process)," Cooper writes.