Understand your guests lifestyles to satisfy their unique needs. The more information you know about your potential guests, the better you are able to target your marketing messages and offer attractive hospitality services. There is no point in trying to be everything to everyone. It is rarely possible to satisfy all customers in the same way. When you know what your potential guests’ values and what motivates them, you are better able to attract them.
Understand your guests lifestyles are based on motivations, needs, and wants:
- Activities: actions pursued for pleasure or relaxation
- Attitudes: feelings about people, things, or situations
- Beliefs: trust, faith, or confidence in someone or something
- Interests: curiosity, attention, or concerns about something
- Opinions: judgments or ways of thinking about something
- Values: important and lasting ideals
These lifestyle factors can explain why your audience buys the products and services they do. There is power in knowing how your prospects make their buying decisions.
How you package and promote your services is a key component of your marketing strategy. Put together a list of different guest personas you want to attract that is based on what is in your local area, your unique talents, and your amenities.
First, ask yourself these three questions:
What is in my local area? This could be anything from college campuses, to concert venues, to national parks, to business conferences. Once you know what is in your local area, you can better understand your potential guests’ lifestyles.
What are my unique talents? If you are an official tour guide (local trail and/or hiking tours), a party planner (excellent anniversary parties), a massage therapist (with a spa on site), a vegetarian-only chef (cooking for vegetarians and vegans), then you have a better idea of the lifestyles’ of the guests you want to attract.
What amenities do I provide my guests? This could be anything from game rooms, to gardens, to hot tubs, to luxurious linens, to indoor and/or outdoor pools, to tea rooms. Understand what amenities you have that are attractive to potential guests.
Then segment your customers into different personas. For example:
- Antique lovers
- Art and drama lovers
- Board game players
- Business groups
- Business travelers
- Class reunion attendees
- Environmentally conscious people
- History buffs
- Hobby lovers
- Mystery lovers
- Pet owners
- Relaxation seekers
- Sight seers
- Spa lovers
- Special occasion celebrators
- Sports spectators
- Wedding guests
- Wine lovers
These are easy ways to better understand your guests lifestyles. Then you can promote your place of hospitality (bed and breakfast, inn, resort, restaurant, etc.) on your website and through social media.
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Image by Marcus Berg of Unique Angles Photography