How to Identify The Right Hotel Target Audience
To effectively grow your hotel business even further, each hotel should evaluate if they’re talking to the right target market. During the pandemic, it is the perfect time to assess your hotel performance and the steps on how to improve further. Finding and expanding your target audience will be beneficial as the industry is rapidly changing because of the situation. It’s best to adjust accordingly and find more prospects for your hotel property.
First, you need to identify your current market and why they enjoy going to your property. With this information, you’ll be on the right track on figuring out your next and expanded audience in order to provide an exceptional guest experience. This will further guide you in your marketing promotions and future revenue management strategies. Knowing what motivates your potential guests to book will be advantageous in getting more bookings and increasing profits. Here are 5 ways on how to identify your potential target audience.
5 Expert Tips on Identifying The Right Target Audience
1. Survey your guests
Guests who have stayed at your hotel are the perfect source of qualified information. The easiest way to get feedback is through surveys, as this offers a glimpse into the current mindset of the guests. This information will determine the profile and demographics of your current audience. The next step is to ask them what attracted them to the property through surveys.
Surveys can be done through emailers, SMS blasts, or verbally as part of your check-out process. The key is to make it short and concise. Sample questions are as follows:
- Purpose of visit
- How did they hear about the hotel?
- What did they enjoy most out of their stay?
- How long is their stay?
- Will they recommend your hotel to their friends or family?
2. Read online reviews
The best place to look for valuable information on your hotel audience is through online reviews. On booking and review sites, guests have the opportunity to talk about their experiences such as the things they liked, disliked or could have improved on. The hotelier can use this information to his advantage and create better guest experiences based on their comments.
You will find all types of reviews for your hotel, whether positive, negative or neutral listed on these sites especially on Online Travel Agencies (OTAs). These reviews will be helpful in identifying information that you’re not aware of and will give you better insight on what can be improved. Guests will have different expectations so it’s best to categorize and find the best specialty that they care about for your hotel. Knowing this information will help you in the improvements for your property for better guest satisfaction.
3. Understand your website visitors demographics through Google Analytics
This is an extremely useful tool for your website and if you don’t have this, then this should be installed as soon as possible. Google Analytics is free and offers robust information on website visitors. It shows who visits your website, location of the visitor, pages being clicked, how long they stay on each page and so on. Once you’re able to interpret the facts and figures, you’ll be able to define the demographics of your website visitors and if they are your ideal target audience.
Knowing this information will be able to let you create better content that will relate more to your audience. With Google Analytics, you can identify the keywords your guests are using in searching for your property. This will enable you to create marketing materials around the topics that they are interested in.
4. Use Facebook Insights
To understand your target audience better, using Facebook’s page insights will give you the information that you will need. Hoteliers are empowered to create tailored strategies based on the market profile of their audience. A snapshot of Facebook users who liked your page can be assessed as well. Including the percentage of men and women, country, city and language that they speak. Using Facebook’s insights allows the marketer to segment and divide Facebook users according to categories in order to target them through boosted advertisements.
5. Invest on Social Listening Tools
Social Listening is an important tool for hoteliers to monitor and analyze digital conversations of their guests. This will allow them to understand what their target audience is saying about their hotel. Active Social Listening will help the team in making better decisions and create impactful content that will interest their audience more. Rather than just monitoring on social media, this tool will give you real-time insights and conversations from guests. With this information onhand, hoteliers will have enough information on who to target for the property and eventually, increase bookings and revenues.
To get the best results for hotels, it’s best to seek expert advice on the improvements that can be done and how to increase performance. WIth this, ZEN eManager, the digital all-in-one solution has helped 4,000+ properties across Southeast Asia in all aspects of hotel management such as hotel operations, channel management, revenue management, pricing strategies and even review management.
ZEN eManager: The Complete All-in-One Solution to Boost Sales and Revenues
ZEN eManager is an all-in-one solution that helps hoteliers boost hotel performance and options. Includes managing OTA listings, get optimal room rates, and have increased visibility.
Two cloud-based hotel softwares: ZEN eManager has both eZee Centrix Channel Manager to allow hoteliers to monitor cancellations, re-bookings, and no-shows real-time, in which they can easily adjust room availability in any OTA anytime and anywhere, in one dashboard and eZee Absolute PMS to give a 360° view of hotel operations, in which current occupancy rate, on-site staff, and revenue per available room (RevPAR) can be accessed through the mobile app, or any internet-enabled gadget.
A dedicated revenue manager: A revenue manager straight from ZEN headquarters is assigned to the property to assist with rate parity on OTAs in which the hotel is partnered with. This partnership includes bi-weekly calls between the revenue manager and the hotelier to ensure that both parties are informed with the adjustments on the hotel’s room rates. Moreover, they also assist in optimizing costs with the hotel’s revenue.
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