Your future guests are out there somewhere, but how exactly do you reach them? First, gain an in-depth understanding of who they are and what makes them tick. There are many ways to do this, including creating a customer profile or buyer persona. Here, we’ll review three of the essential questions you should ask yourself to make these. This will help you cater your operations and marketing efforts to reach your inn’s target audience more effectively.
There are several different elements to running a successful bed and breakfast – nobody knows that more than us at Inn Partners. Once you learn all about targeting the right audience, feel free to attend one of our Current Innkeeping Workshops. We designed these to teach you everything you need to know to stay ahead of industry trends (and your competitors).
Determine Your Inn’s Target Audience
Who Are They?
Let’s get started with an overview of your target audience’s demographics. You should begin with a basic understanding of their age, location, and income level. It’s also a good idea to think about additional details, like what activities they might enjoy in their free time and whether or not they have children who would tag along for visits.
Why Do They Visit?
This question is essential to know what motivates your inn’s potential visitors. Do guests come to your B&B seeking relaxation or excitement? Do they primarily go there for business trips, romantic getaways, or family vacations? Once you understand why they visit, you can tailor your property, services, and marketing efforts to them.
How Do They Get There?
Last but not least, we suggest that you ponder how your guests typically travel to your inn. This goes hand in hand with knowing their location. Say, for example, you own a bed and breakfast in Central Pennsylvania. You have multiple cities, including New York, Philadelphia, and Baltimore, within driving distance of about three to four hours. You might want to target people planning a road trip for a rural escape from the hustle and bustle of their daily lives. On the other hand, if people are more likely to fly to your inn, you could highlight the proximity of your property to the airport.
Learn More With Inn Partners
We hope this resource has helped you identify your inn or boutique hotel’s target market segments! Next, we’d like to invite you to one of our Current Innkeeping Workshops to learn even more about the hospitality industry. You’ll discover the latest trends and find out how you can improve your current operations. It’s the key to maximizing your inn’s potential, so sign up today!
