Dealing with a large number of passengers and their personalized needs is a challenge for hotel management.
Wrongly placed marketing strategy brings with it potential mistakes, which can damage the reputation of the hotel. Knowing your target group is key to implementing the strategy, which will result in an increase in bookings.
What are the typical guests that hotels meet?
The guest’s personality is a description of the guest’s profile booked at the hotel, based on which it is possible to target them, create a marketing strategy and communicate with them, in order to avoid the mentioned mistakes.
Using the Property Management system allows you to collect demographic information about your guests when booking, based on which it is possible to perform segmentation. By grouping your target audience you can increase the number of reservations, revenues, guest reviews.
This group consists of all travelers who have a limited budget, who decide to travel during the holidays. They are price sensitive and mostly interested in tourist attractions, usually accompanied by tourist guides.
The convenient location of the hotel is important in order to be accessible for going anywhere. You can give your guests recommendations about local attractions they can visit, a local guide or restaurants with unique food that will enhance their experience.
Unlike the previous group, this category includes all guests who came for work, they are less price sensitive because they do not pay the bill. The efficiency and service of the staff are crucial, as these guests spend most of their time in the hotel. They are less interested in tourist attractions, but information about local cafes and restaurants can be useful.
Family travel is characterized by mostly strict budgets, which expect to get the most value for money. These groups of passengers often book in a place that is child-friendly and safe.
They have a well-prepared plan of their activities, and ways that can increase their satisfaction can be providing information and giving discounts on local tourist attractions that are adapted for children, a zoo or an aqua park. In addition, the larger rooms are perfect for this group of guests.
An increasingly popular group of travelers is Generation Z. Young people, students, fresh graduates who prefer more affordable options, when booking a hotel room expect modern accommodation, Wi-fi availability and more advanced technology.
Social gatherings are the most common reason for their trip, they are environmentally aware, and they prefer the experience of local specialties. What sets them apart is that they share their travel experiences and reviews on social media, so the presence of hotels on social media is very important for this group of travelers.
This group includes passengers who are willing to pay more for their unique experience. They are mostly older, looking for top service and great amenities.
The task of the hotel is to emphasize its advantage, whether it is a great location or some other competitive advantage, in order to attract this category to its hotel. Make an effort by listening to their needs, informing them about the best authentic restaurants or local places they can visit. Offer them an unforgettable experience, which they will be happy to share with the environment.
Understanding the needs and desires of each individual guest is very difficult, so segmentation of the selected target group is important for establishing an adequate marketing strategy, in order to better understand and fully meet their needs. Satisfied guests will contribute to improving the reputation of your hotel, increasing the number of reservations and finally higher revenues.