Creating the ultimate guest experience is the aspiration of every enlightened hotel. From pillow menus to smart room technology, today’s hotel guests want more than a comfy bed and fluffy white towels. They want an experience, tailored to their exact needs. For hotels, this means finding new ways to cater to the individual rather than treat people as a homogeneous group. The General Manager at a top 4* Manchester hotel (part of a large international group) told us: We understand the best way to really get to know a city is not to simply visit it, but to live it!.