people holding up faces reflecting different guest personas

Defining your ideal hotel guest enables you to develop strategies, offers, and communications that specifically appeal to this demographic. Certain guest personas will gravitate towards your brand more than others, whether due to location or the hotel’s ambiance.

NB: This is an article from Mews

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The goal is to attract the highest possible number of ideal guests. To achieve this, studying your PMS reservations history is crucial. Identify trends in region, guest numbers per room, age and other informative data points. 

Once you’ve pinpointed the relevant guest personas, your promotional efforts, distribution strategy and revenue management will be clearly focused. Segmentation is key to understanding who you should target, enabling you to create marketing messages, pricing strategies, and personalized guest experiences that resonate with the right audience. To assist you with this process, we’ve compiled the following list of guest travelers who could book a stay at your property.

12 types of hotel guest and how to connect with them

1. Digital nomads

Guest profile: A digital nomad is a remote worker who can work from anywhere with a broadband connection. Some nomads are employed by companies, while others work for themselves. What they have in common is their mobile and location-independent nature. In this respect, they are not to be confused with people who work from home. 

What they expect: It’s rare for this type of guest to arrive in a big group. Also, because of how they work, they tend to avoid hotels with slow or unreliable Wi-Fi. Instead of staying in their hotel rooms, they like to mingle with other people in communal areas, for professional purposes or to socialize. 

How to connect with this type of guest: To assist these guests, do your utmost to help them sample the local culture. Keep an up-to-date calendar of meetups for travelers and local businesses, even if they aren’t happening on your premises. Most digital nomads enjoy immersing themselves in the surrounding community. 

How to attract them: Location is also key to these types of guests. Of course, it’s not the same working from a hotel in downtown London as working from a cabana with Wi-Fi by the beach in Bali. You can use this understanding to target them not only based on the amazing services you offer but also by highlighting where you’re located. Mention nearby sites, distance from the beach or from important monuments or bars and restaurants. Depending on where the hotel is located, you can adapt the marketing messaging to highlight what you think will appeal to location-sensitive guests.

2. Business travelers

Guest profile: Business guests mostly have one thing on their minds: work. Generally, they are not in town to visit tourist attractions and will have hours of meetings every day. In most cases, they return to their rooms at the end of the day to unwind, then have something to eat before retiring for the evening.

Read the full article at Mews