Hotel target market: how to identify it

A hotel target market is a group or groups of people who already frequent your property. This may also be a type of clients that you want to attract more.

What to do to identify hotel’s customer segments

Collect guest data, build a customer base and profile them. Here are some ways to start the research:

1. Pull the data from your CRM software.
2. Study statistics on your audience on social media networks. Use Facebook Audience Insights to see Facebook and Instagram users that interact with your business profile.
3. Build guest profiles together with hotel receptionists.
4. Get a better idea of who visits your website with the help of Google Analytics reports.
5. Survey your guests with the list of questions that interest you the most. Do it automatically using email, verbally over the phone or integrating it with the check-in/out process.
6. Pull e-mail address database from the CRM. Create a questionnaire in Google Forms — a free service for survey creation and analysis. The most popular email marketing services are SendPulse and MailChimp.
7. See what online reviews on Booking.com, Tripadvisor and Google say. There guests elaborate on why they chose your hotel and what they loved the most.

When you collect the data, it is worth considering the following factors to profile your customers:

• Why they are traveling (vacation, anniversary, business trip, leisure);
• What is defining about them (gender, age, relationship status);
• Where they are from;
• What they pay attention to when looking for accommodation;
• How they book hotels (website, over the phone, OTA, social media);
• What they use to communicate with hotel representatives (phone, social media, instant messengers, email);
• How often they stay at hotels;
• How much they spend on trips and accommodation on average;
• What their hobbies are;
• What they enjoyed the most about your hotel (quality of service, prices, extra services, location).

Learn how to take advantage of this data in order at our blog: https://www.travelline.pro/blog/hotel-target-market-how-to-identify-and-attract-it/