Usually guests choose you, not the other way around, right? Right, but the goal with this step is to market yourself to the right guest so that you don’t waste time and money marketing to guests who are not interested in what you have to offer. Sure, your doors are open to anyone, and anyone just might walk in, but we want our marketing dollars to go towards those specific guests most likely to book.
Now that you’ve chosen a path in the previous step, you can choose the kinds of guests you want. Are you a hostel? Do you have shared bunks, shared kitchens and lots of nearby hiking trails? Then choose students and young professionals as your guests. Is your hotel located downtown next to a convention center? Then choose business travelers as your guests—and so on.
Many of these guests will overlap. It can be helpful to create ‘guest personas’ of all the kinds of guests your property can cater to, and then craft your marketing materials for them. This article on social media personas can stand as an example for when you craft your guest personas.