Techniques for providing a location-aware captive guest portal are described. Embodiments include receiving, from a client device, a request to access a wireless network for a physical environment, the network comprising a plurality of wireless access points configured to provide a common network. A physical location of the client device is then determined within the physical environment. Embodiments also determine a location profile corresponding to the physical location of the client device. The request to access the wireless network is then processed using a captive guest portal selected based on the determined location profile.