Hutongtels are unique accommodations within traditional courtyards and surrounded by old Beijing-style lifestyles. They have been recognized as significant landmarks and attract substantial numbers of foreign and domestic guests despite simple facilities and services. This research aimed not only to create a greater understanding of hutongtels as a signature tourism product of Beijing but also to identify preferences contributing to hutongtel choice and sub-groupings of guests. Eight preference factors were extracted via factor analysis, and four segments of hutongtel guests were found through cluster analysis. The results should facilitate future hutongtel development planning and tourism product design by local communities. Copyright © 2013 John Wiley & Sons, Ltd.