Independent Hotel Marketing 101Understand your guest

Understand your guests

Primary Research- ask yourselfo Describe a typical guest

oHow did they find out about you?

Secondary Research- ask guestsoWhat do they like most

about your property?

oWhat do they wish you could do differently

Guest Profile

Age

Millennial: 18-33

Gen X: 34-49

Boomer: 50-68

Silents: 69-84

Demographics

Income

Education Level

Technology Use

Reason for stay

Business

Pleasure

Interests

Adventure

Relaxation

Education

Family (mix of all)

Demographic Profiles

Millennial:

Age: 18-33

Income: $61k

Education: 35% have some college; 75% completed high school

Technology use: Most Saavvy

Gen X:

Age: 34-49

Income: $73k

Education: 27% have some college; 54% completed high school

Technology Use: Moderately Saavy

Boomer:

Age: 50-68

Income: $65k

Education: 27% have some college; 59% completed high school

Technology Use: Limited

Silents:

Age: 69-84

Income: $40k

Education: 22% have some college; 55% completed high school

Technology Use: Very infrequentData from the Pew Research Center: http://www.pewsocialtrends.org/2015/03/19/comparing-millennials-to-other-generations/#!13

Why do they stay with you?How can you improve their stay?

Businesso Someone else is paying the

bill

oNeed phone & internet access

o Convenience is important

o Create a great experience by doing the basics well

Pleasureo Cost of stay comes out of the

guests pocket

o Create a great experience by doing the basics well and some specific extras

o Use surrounding areas as opportunities for great experiences

Survey your guests

Check-in questions:o How did you find out about us?

o What made you select us over other options in the area?

Check-out/Post stay questions:o What did you like most about your stay?

o Would you recommend us to someone else?

o What could we have done to improve your stay?

Now What?

1. Do you like your current guests?1. Yes- great, focus on getting more of them

2. No- determine what kind of guests you want using the previous slides

2. Figure out what you are doing well & Do more of it

3. Quickly address what isn’t going well

4. Get more guests

How do I get more guests?

Read these blog posts:

• Get better online reviews: http://www.innroad.com/blog/2015/06/5-tips-to-improve-your-hotels-ranking-now/

• A Millennials Perspective: How to Target the Mobile Obsessed: http://www.innroad.com/blog/2015/05/a-millennials-perspective-how-to-target-the-mobile-obsessed/

• 3 Simple Ways Hotel employees can enhance the guest experience: http://www.innroad.com/blog/2015/04/three-simple-ways-hotel-employees-can-enhance-the-guest-experience/