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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/