The customer for Omni Hotels, in the broadest sense, is a traveler. But not all travelers are the same. Aside from the differences between business and leisure travelers, Omni Hotels found, shockingly enough, that men who travel for business hate ironing. Women apparently also dislike ironing, but men despise it. Yet they need to look their best for business meetings. Omni Hotels therefore tweaked the customer experience for men who travel for business by offering complimentary garment pressing for their Select Guest members. Although the service is available to all of their Select Guest members, they are catering to a specific desire of their most frequent male guests who stay there on business trips: the desire to have a freshly pressed shirt without having to iron it personally. When you are traveling, you need a comfortable, clean hotel room, but you desire the little perks and comforts that make your life easier.