We're in the process of spec-ing out our new pool (planned for spring '18) and have asked this question to several pool owners, here's a collection of their recommendations:
-SWCG is a must for ease of maintenance
-Don't skimp on the upgrades that would be much more expensive to do later on: Coping upgrades, tile upgrades, lighting, automation, integrated spa, pool size (this was a big one mentioned by many), sunshelf, benches. Advise was generally get what you want, you will regret not doing so vs. the lost money when all is complete
-Robot/auto cleaner
What's our short list for 'must-haves' in our new pool?
-Water features (medium/large waterfall in the deep end, bubblers in sunshelf) - IMO these turn an ordinary pool into 'wow' when done correctly
-SWCG
-Sunshelf - after seeing a few pools with/without, this is just too cool to pass up
-Easytouch/screen logic automation
-Multi-color LED lighting
-Some type of unique coping (stamped concrete cantilever or stone)
-Heater (my wife's request)
What's up for debate/pushing out for later on?
-Extra decking (limitations with our township, we are already looking at 900+ sq ft around the pool)
-Detailed landscaping
-Upgrade plaster to quartz/pebble
-Perhaps downsize/simplify waterfall