-Last update on May 2023-
Numerous small hotels are still unsure of how to effectively target the most appropriate types of travellers for their establishments. Fair enough, you have the skills as an accommodation provider, not a marketer. But that should not be the reason why you should not know whom you should be targeting as your hotel’s customers.
In this article, we will be covering 3 target markets you can (and should) focus on for your small hotel!
1. Families
Families are eager to get out there and make up for lost time now that travel is finally becoming a realistic possibility in their lives. It is expected that many families will take those big trips that have been put off over the last two years, with both domestic and international destinations on their travel agendas in 2020 and 2022, respectively. Here are three ways how you can attract families to your hotel:
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Group Bookings and Discounts
Group bookings and discounts can help families save money on their trips. So, it makes sense to offer discounts for booking more than one room. Having rooms that connect or having parties for special events can also be very helpful. Hotels should put this information on their websites so that families can plan ahead of time.
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Show Off Your Family-Friendly Amenities
Concentrate on the family factor. Families arrive with a predetermined list of ideas in their heads, some of which may or may not be very clear to the members of the family. Something you could do to surprise them is to do extensive research, identify what families are interested in specifically, and devote significant time and attention to those families. Parents are attentive, and they will always put their children's well-being first in everything they do.
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Make Your Website More Appealing to Families
Make sure your website is easy to use on any device, from a desktop computer to a smartphone. People who might be your guests might be looking for hotels on the Internet on their phones while they're cooking for their families. It's very important for you to think about this because most people plan their trips on the Internet now.
2. Young Travellers
As we all know, young people between the ages of 18 and 35 are travelling at a higher rate than any other generation prior to them. They are travelling further and farther than their parents or grandparents, and they are putting a strong emphasis on new experiences and authenticity as they travel. Millennials, despite the fact that they have money to spend, are not always the easiest demographic to market to. Here are three ways you can attract this specific target market:
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Social media: Revamp it!
First and foremost, it is necessary to organise your social media accounts. Perhaps you already have a significant online presence, or perhaps you haven't placed much emphasis on it at all. It's time to make the investment because one in every four millennials uses social media to find lodging and nearly three-quarters of young vacationers check the Instagram or Facebook accounts of their hotel before departing. Apart from being an excellent way to promote your hotel and its excellent amenities, social media platforms are also an excellent way to attract young people to your establishment.
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Be tech-savvy
There are a lot of things you can do to make sure that younger people not only choose your hotel but also enjoy their stay and write good reviews afterwards. To start, make sure you have free Wi-Fi in every room, a lot of outlets, and international plugs. Then, it's time to get better. From making sure Netflix is available on TVs to installing Bluetooth-enabled speakers in every room, there are many ways to do this. Customers can use digital technology to check in, order room service, and talk to hotel staff. Depending on how big your hotel is and how much money you have, you might want to think about making an app for your customers. It could have important information about your hotel and their stay, as well as recommendations and discounts for nearby attractions and restaurants.
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Travelling with a conscience
This group travels in a responsible manner. Hotels that demonstrate a commitment to sustainability and socially conscious travel attract Gen Z. Gen Z is far more ethical than previous generations, and conscious consumerism is more than a catchphrase for them. Gen Z will conduct research and choose properties that pay fair wages, are environmentally conscious, and give back to the community. These aren't just checkmarks on a corporate sustainability report; they're important aspects of their travel experience.
3. Solo Travellers
Solo travel is becoming more popular among all generations. According to a recent study by Booking.com, 40% of global Baby Boomers took a solo trip in the previous year. There has also been a significant increase in female solo travel. Searches for the term "solo female travel" increased by 50% between 2016 and 2017. Here are three ways you can attract solo travellers to your hotel!
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Safety Concerns
For many solo travellers, safety is a top priority. This is especially true for female travellers.
Make sure your marketing and hotel website clearly promotes your safety and security features to provide reassurance to those travelling alone. Be as flexible as possible when it comes to room options that make guests feel safer. You could even offer a complimentary airport transfer to any solo travellers arriving on a late flight to go the extra mile.
These kinds of gestures will instil trust in hesitant travellers, which will undoubtedly reflect in their online reviews. Because many solo travellers will be looking for reassurance from your previous guests' reviews, any extra effort you put in will help to boost your reputation.
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Provide Idea
Understanding your solo guests' motivations for travel is critical to creating a memorable experience, whether they are single, taking an independent adventure from a spouse, looking to meet new people, or seeking alone time to recharge the batteries.
Your hotel will become a truly attractive destination for anyone exploring the world on a single adventure by promoting your destination's best social spots, hosting your own group-based activities, designing communal spaces where possible, and prioritising safety.
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Make Them Mingle
When people travel alone, they are frequently interested in meeting new people and making connections that can make the experience feel less lonely. By design, bed and breakfasts are communal. In the hallways, during meals, and while relaxing in your lounge areas, your guests converse with one another. Take advantage of this.
Consider how you can create a welcoming environment that encourages interaction and removes some of the stigma or uncertainty associated with travelling alone. You could even host small gatherings or evening cocktail hours where guests can leave their rooms and mingle with one another. Some hotels host trivia nights in their lounges or offer a happy hour in their gardens where guests can sample local wines and snacks while meeting new people. Remember to publicise these events on social media so that potential attendees are aware of them ahead of time.
Most Inexpensive Marketing Strategy for Your Hotel
Check out the video above where we share some tips on how you can promote and market your hotel business at no cost. Your customers are your brand ambassador, treat them well and they will bring your more customers next time!
Conclusion
To summarise, it is critical for a hotelier to understand who their target market is before entering the industry. You can concentrate your efforts on promoting your hotels to the specific groups of people you have identified as your target market once you have identified them.