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The Importance of Targeting
One of the most effective ways to generate revenue for your hotel is by targeting your hotel’s market. When developing your hotel’s strategy, you need to think about what type of guest you want to reach and why. Defining the right market will help you adapt your offer and increase your revenue.
But before deciding on your market, you need to think about your hotel’s characteristics first. The market you choose to target has to match those; you can’t target beach lovers if your hotel is in the centre of a city with no ocean or sea nearby. Once your hotel’s characteristics are identified, you can start working on your target. Different ways to identify and define it are possible, but the most important point is that you need to understand your target’s needs and demands to fulfil their expectations. One happy guest brings more guests.
You are most likely already aware of the importance of targeting and probably already have a targeted market for your hotel. Business travelers, families, or couples are some of the biggest targets for hotels. These groups are so big that some hotels decide to only focus on them. For example, there are hotel conferences located near airports for business travelers, or adults-only hotels where couples are the preferred type of guests.
These are only a handful of potential targets for hotels. Needs and demands tend to change with time and with new trends emerging. That is why it is important to stay informed on who is the new market to target and why.
What Influences Trends
Over the years, trends have constantly changed, and new groups were created. But trends don’t just appear, they are often influenced by external factors such as the economy, the environment, politics, and other factors that need further analysis when identifying your target.
For example, last year due to the pandemic, hotels had no choice but to focus on a more local market. Since guests from abroad were not guaranteed, most hotels decided to target their own country inhabitants. And it worked! The demand came primarily from domestic travelers looking to discover more about their country. And even though, for hotels, it meant adjusting some aspects such as the price, it kept them working. Plus, a local market is a step towards sustainability and a more authentic experience for guests, which is also a trend for 2022. If you’re interested in ways to make your hotel more sustainable, it was discussed furtherly in this article.
One trend leads to another, and in the end, it all seems to connect. So, what is this year’s trend, and what influenced it?
A New Target: Solo Travelers
The pandemic almost completely stopped everyone from travelling for two years. Therefore, there is no more time to waste! People are eager to travel and check some boxes of their bucket lists. They don’t want to postpone holidays or wait on friends or family to travel; they are travelling alone and on their own terms.
According to the Solo Traveler World survey lead in 2021 about solo travelers, 70% of 2,359 respondents are ready to travel internationally in 2022. That same survey shows that 66% of respondents don’t want to wait for others to travel and therefore prefer to travel alone. As for their motivation: 42% of the participants want to meet new people, while 41% want to be on their own for personal growth.
You can clearly see that these two types of motivations come with different objectives. One objective for those solo travelers is to be alone and to reconnect with themselves, while the other is to connect with new people.
Although this target is not completely new and has been growing for a few years, you might not know how to attract it to your hotel.
How to Attract Them
First, you need to identify which one of these two objectives your hotel is most likely to meet. If your hotel is in the middle of nature, then it is perfect for solo travelers wanting to reconnect with themselves by offering them a calming and relaxing environment. On the opposite, if your hotel is in the city and surrounded by cool spots to hang out, then you might be more attractive to solo travelers seeking to meet new people.
Once you’ve defined what type of solo traveller your hotel is keen to attract, review how your hotel’s image could impact that target. For example, have a look at the type of photos used on your website and social media. If most photos are of families, couples, or any type of group, solo travelers might feel as they don’t belong. Including images of people on their own is also a way to show them they are welcomed.
Another point you need to review is your single rooms offer. Do you have one? Do you promote it enough? Twin rooms seem to be popular, but it is still meant for two people.
Also, is your hotel safe? Remember that many of those solo travelers are women; they might feel uncomfortable or unsafe travelling alone, so your hotel needs to make them feel in security. Offering 24/7 reception, on-site secured parking, guests-only lobby, hotel transfers from and to the airport are all ways to make guests feel safe.
Finally, it is time to develop or adapt your activities and offers that are likely to motivate solo travelers to choose your hotel rather than another.
New Activities to Include in Your Offer
Your hotel probably already offers different types of activities that are going to attract solo travelers, but let’s list a few.
Yoga or meditation classes
Although these are more for travelers looking to relax, it is also a great way to meet other travelers that are into these types of activities.
Tours can be declined in all sorts of ways; whether it is a more adventurous tour or a simple visit to the city, it will attract both types of solo travelers. Those wanting to meet other travelers through experiences and the ones looking for a more resourceful experience might be interested in a more local and immersive tour.
Do you serve the best wine in town? Or maybe the best beer? Is there something from your country’s culture you would like to have your guests try? Workshops are a great way to introduce guests to your culture, but also to create an experience they won’t forget.
Nothing too fancy or crazy, it can simply be a happy hour or the diffusion of some sort of sports game. Events taking place in common areas will help bring together solo travelers that want to mingle or depending on the event, solo travelers that want to learn and relax.
Pinball, board games, and any other type of games are great to bring people together. Having some of those at disposal in your lobby, cafe or bar is a fun way to motivate solo travelers into mingling.
Of course, these are only a few ideas, they can be developed and adapted in various ways depending on your hotel’s characteristics and identity.
Attracting a new market doesn’t have to mean changing your hotel’s identity, but simply adapting it. These few ideas will help reach those solo travelers and increase your revenue. The Solo Traveler World’s 2021 study on solo travelers shows that 38% of 2,359 respondents are ready to spend up to 2,000$ on their travel, 28% will go up to 3,000 a week. Interesting numbers to keep in mind when developing new offers and new activities for your hotel. Plus, some of the ideas listed are also great to offer a more local experience to your guests, therefore, meeting two trends in one.
- Barron’s (2022, 03 03). Travel Trends for 2022.
- Frame Web (2021, 07 06). A New, Closer Customer, Why Hotels Must Target Locals.
- Pegasus (2018, 10 23). How Hotels Can Capitalize on the Boom in Solo Travel.
- Solo Traveler World (2022, 02 09). Solo Travel Statistics and Data: 2021-2022.
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