How knowing your guest can bring you more direct bookings
And why it's the key to delivering a great guest experience
Rodrigo Perez Garofalo
Aug 15, 2024
TABLE OF CONTENTS
Getting into your guests' shoes
In hospitality, knowing your guests is everything.
Most hoteliers seem to know this on the physical plane.
However, when it comes to their website, they seem to forget about it.
What are Customer Personas?
Customer personas are detailed profiles of your ideal guests.
They help you tailor your website and services to match what your guests really want.
They are a living document of the person who usually sleeps on your property.
They inform everything you do.
There’s a great video of Dan Olsen, author of “The Lean Product Playbook” (highly recommended read) where he explains the concept:
From 9:50 to 13:20
Why Customer Personas Matter
When you know your guests well, you can:
Design a website that speaks directly to them
Offer ancillary services they truly value
Create marketing that catches their attention
How much better does it feel when you resonate with a brand?
When the message speaks directly to you.
It's like night and day.
Imagine buying from a brand you love.
And then picture yourself buying from Verizon (sorry Verizon).
That's the difference you want to make in your guests.
It should be painful for them to go to a destination where you don't have properties.
But the only way to get there is by speaking directly to who they are.
One example I love is this ad from Porsche.
It speaks directly to their status, and how they are different from the rest.
Key Elements of a Strong Customer Persona
Demographics: Age, gender, income, location. This is the foundation of understanding who your guests are.
Behavior Patterns: How they book, what devices they use, and their travel habits. This helps you meet them where they are.
Goals and Needs: What they want from their stay, their travel motivations, and expectations. This is your guide to exceeding their expectations.
Pain Points: What frustrates them about travel or hotel bookings? Solving these can set you apart from competitors.
How to Create Your Customer Personas
Analyze Your Data: Use tools like Google Analytics to understand who visits your site.
Survey Your Guests: Ask them directly about their experience at your hotel.
Talk to Your Staff: Front desk and concierge teams often have valuable insights.
Study Reviews and Feedback: What do guests love or complain about most?
Bringing Your Personas to Life
Once you have your personas, use them to guide decisions about:
Website design and content
Marketing messages and channels
Service offerings and amenities
Bundles, tours, and F&B
Hoteliers also have the advantage of having their target personas EVERY DAY on their properties.
So why not go there and talk to a few people?
Even some people watching can give you a lot of information about them.
The Impact of Well-Crafted Personas
Once you can really get into your customers' shoes the impact it has is game-changing.
And I love to show this with examples.
One company I’ve fallen in love with how much they leverage this aspect is dis-loyalty.
All their messaging is aimed at their target customer.
The whole concept of dis-loyalty is based on the younger generations.
They don’t want to be loyal to a hotel.
They want to be different and stand out, and that speaks to that audience.
When this is well done, your target persona will be nodding when they skim through your website.
They will trust you because you understand them, and they will be willing to pay a premium to stay at your property.
You could never achieve this using OTAs
Putting Personas into Action
Here's a simple way to start:
Create 2-3 main personas
Review your website through their eyes (ideally, you can live test your website with them)
Identify gaps between what they want and what you're showing
Make a plan to bridge those gaps
FAQs
How often should I update my personas?
Review them yearly, or when you notice significant changes in your guest demographics.
Can I have more than three personas?
Yes, but start with 2-3 to keep things manageable. Add more as you get comfortable.
What if my real guests don't match my personas?
This is valuable information. It means it's time to update your personas or rethink your target market.
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