I don't profess to be an expert on hotel design and operation, but I offer here my observations after many years of travel.

1. Arrival. You know that we are coming, we booked ages ago. All we ask is that our room is ready. It's not difficult especially when travelling as part with a tour operator who will know what time our plane arrives. Don't keep us waiting for hours, especially out of peak periods when all rooms are not fully booked and so there can be little excuse.
   
2. Rooms.
   
   1. Nothing is more irritating than having a third person sharing in your room but only having the essentials for two people - it drives me mad. Time and again we have had a 'roll away' bed in our room for a child, but only had two lots of towels, cups, glasses, chairs on the balcony etc. We should not have to remind the room service people every day that we need extra. The third bed is a bit of a bloody big clue.
      
   2. Cleaning. Try to have the rooms cleaned at roughly the same time each day. We are not all stupid and if we know our room is going to be serviced between 1100 and 1200, then we can chose to be there or not, but at least we know. Again, it is not difficult to do with a little bit of planning. The evening turn down service should start at the same time as evening meals service starts. Nothing is more irritating than trying to get ready for dinner when the door knocks for room service. Again, a little planning.
      
   3. Have a good selection or room types, basic, enhanced, club, junior and suite etc, and always have 'accessible' rooms. If guests have paid a bit more for a room that is not 'basic', then let them know that have a better room, make it obvious. Tea/coffee facilities, robes, a free daily paper – these are all relatively inexpensive ways to upgrade a room.
      
      1. Accessible rooms should have wider doors, no steps into the shower or onto the balcony/terrace, and be minimalist in furniture – to allow easier movement for those with limited mobility. When furnishing the rooms it would be prudent to seek specialist advise in such matters as bed height, shower alarms etc.
         
      2. Club rooms are a good selling point and a lure for returning guests.
         
         1. The club lounge should be adults only and should enforce a 'No Swim Wear' rule to help keep the seating dry and to enforce a basic standard.
            
         2. A happy hour with free cocktails and spirits is essential and should start just before the main hotel dinner service starts to allow guests to enjoy a pre dinner drink.
            
         3. There should be a supply of newspapers, and this could be where the book library is housed.
            
         4. The club lounge should be adequately staffed for the number of guests who should not have to wait excessively for drinks.
            
         5. Afternoon tea with nibbles and sandwiches should be provided.
            
         6. Make club guests feel special with their own check in area. You could also offer a private airport transfer service.
            
         7. A club guest private swimming pool is an excellent option in larger hotels
            
3. Pools.
   
   1. Have more than one pool where practical. Two medium sized pools are better than one all in large pool.
      
      1. The main pool should have a children's area and a swim up bar, and pool access should be limited to only staying guests – not members of the onsite health club! This pool could allow the use of inflatable's and general pool toys, but the lifeguards should be empowered to stop abusive or inappropriate behaviour.
         
      2. Make the children's area pool surround no smoking.
         
      3. Adults pool. Have a quiet pool with no children allowed. Have signs that clearly state that it is an adult only pool and empower staff to enforce it. Lilo's and other inflatable's could also be allowed here, but enforce a no horseplay rule.
         
      4. If the complex is large enough third or forth pools can be an excellent idea, and can take the pressure off the main pool.
         
      5. Optional small plunge pools around the hotel grounds are an excellent idea, but should be signed that no children without adult supervision. These pools do not need a lifeguard but should not be in isolated areas and should have a telephone to raise an alarm or seek help if required.
         
      6. Have a Club Pool (see above) where possible.
         
   2. Control the pool water temperature. 30 Centigrade is a good temperature for a holiday pool – cool enough to be refreshing when the sun is beating down, but not cold enough to give you thermal shock when you plunge in. I have been to hotels where the pool has been cooled to 25C – much much too cold, the clue here at the time was that there was no one in it!
      
   3. Every pool should have plentiful sun loungers (they are relatively cheap to buy and having more loungers than guests ensures that everyone can get a lounger when they want one), and lots of shade. Shade can be by a mix of planted trees and shrubs and parasols and sun shades, either way there needs to be plenty.
      
   4. All pools, except small plunge pools, should always have lifeguards on duty, and use be banned after dark, this allows an opportunity for cleaning etc.
      
   5. Do NOT scrimp on cleaning. Pools must be chlorinated daily, shocked periodically (keep guests out whilst shocking, but then you have more than one pool don't you!), and also scrubbed to inhibit algae growth. Illness amongst guests is not good, and it is not always the food that causes it.
      
4. Prices.
   
   1. Drinks. Not so cheap that everyone gets intoxicated, but not so expensive that people only buy one or two drinks. Have a happy hour.
      
   2. Food.
      
      1. Have a pricing structure that makes is beneficial to book All Inclusive over Half Board, and Half Board beneficial over B&B etc. If you have a renowned chef, perhaps Michelin starred, then by all means let the price reflect that, but an ordinary steak in the hotel restaurant should never cost $50. If guests feel they are cheated then they will get a taxi and eat out – and that eats into your profit margin.
         
      2. Poolside snacks should be flexible and not exorbitant in price. They can be simple like pizza or burgers, and do allow guests to split a meal across two plates. Again, encourage guests to eat in your hotel with realistic prices. $25 for a lunchtime snack is stupid when a fast food outlet 100metres away from your hotel will feed your guest for $5.
         
      3. Offer lunchtime meal deals – burger and chips and soda all in for $X for example.
         
      4. Have speciality evenings, such as Indian or Italian night, but remember that not all of your guests will appreciate the speciality food. Ensure that you always have some standards available.
         
   3. Extra's.
      
      1. You could offer discounts for returning guests or vouchers for the A La Carte, or loyalty points that enable guests to upgrade rooms.
         
      2. Have live entertainment, such as in a piano bar, or musicians playing at the tables
         
      3. Have special cheaper rates available for excursions, or free courtesy buses to local Malls or outlet centres, water and theme parks etc.
      4. Cats are very popular with a lot of visitors, and they also help keep down unwanted pests. Don't be overrun with them, but a small family group of healthy cats living in the grounds is good.
         
5. Smoking
   
   1. All rooms on a floor should be no smoking. Do NOT mix the laundry from smoking and non smoking rooms – non smokers can tell at a whiff.
      
   2. All public indoor areas, such as dining rooms and bars must be non smoking.
      
   3. Outdoor areas should have designated no smoking areas – non smokers should be able to enjoy having a drink outdoors without the waft of smoke.
      
   4. Do not allow smoking in children's areas, such as by the children's pool or by the children's play area.
      
   5. Beach. Obviously dependant on if it is private or not, but generally:
      
      1. Have a lifeguard and a safe flag system
         
      2. Have shade available
         
      3. Have plenty of sunbeds
         
      4. Showers by the sand edge to allow guests to wash off the sand before going back into the hotel
         
      5. Don't allow beach hawkers and bumsters access to annoy your guests
         

   
   

   This is by no means exhaustive, there are many other hints and tips that I cold add, but I have tried to add pointers that should encourage repeat and recommended guests. My guess is that I am targeting the 4/5* range of hotels.