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Abstract
Competitive hotels industry in Medan City require marketers and hotel management to strategize and focus on their target markets. The purpose of this study is to know what is needed and desired through guest preference is essential to guest development and loyalty. The study is done using primary and secondary data by means of a method of interviews to the overnight informen of hotel guests, which contains questions that refer to hotel preference. Live interview at Hotel Santika Premiere Dyandra Medan. The data analysis techniques used are decriptive qualitative to finding the details of the problem and producing detailed descriptive findings. Guest preference can be seen from an overnight destination. Research has concluded that guest needs and characteristics will form a preference for hotels and expectations for services rendered. It is recommended for the hotel industry to prioritize analyzing its guest preferences and then evaluate them for its hotel development and loyalty