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Defining A Target Audience For Hotels And Hospitality

Picking a target audience for hotels and hospitality is important – it’ll help you position your strategy and allow you to develop a clear, concise business plan. That said, you may want to cast your net a little further than a niche market that only includes businessmen aged 40-45 with brown hair named Chris…

Target audience for hotels

So, where do you start? Well, location is a great factor to consider when defining your hotel target market, and you may even find that there’s something nearby that influences your decision.

For example, is your venue close to a conference centre and therefore likely to attract business travellers, or are there many attractions nearby which may make you more of a favourable choice to families?

There are lots of types of customer in the hospitality industry, and if you position yourself as a first choice for the youth market but find there isn’t anything in the area that’s likely to draw them to you, then it may be time to return to the drawing board.

Once you think you have a customer in mind, ask yourself if there’s anything missing that they might expect and any extra costs these may add.

If you’re anticipating parents and children around, then you may need to consider areas for breastfeeding and baby changing, whereas single travellers are more likely to appreciate a stylish communal area where they can relax out of their rooms.

Benefits of selecting a target market

You may want to attract as many guests as possible but narrowing down your hospitality clients will benefit your brand – and your wallet – in the long run.

Let’s look at advertising for example. If you try to appeal to everyone, then you may find yourself with generalised campaigns and no idea where to put them. However, if you have a clear picture of the type of customer you want to target, then it’s much easier to pinpoint the media they’re likely to read and what will appeal to them. This means you can spend less money by selecting a few key campaigns, which will put your business right under the noses of potential guests – the rest is up to them to decide.

This also makes it much easier to see a return on investment as you could even add a question into your booking process – or ask them when they arrive – about where they heard about your business.

Surveying your guests and keeping up to date with online reviews is the best way to see who your hotel is working for and where you can improve to make it an even more attractive choice. Speaking of reviews, why not take a look the importance of customer loyalty in hospitality!


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