Fri. Mar 29th, 2024

Over the previous 20 years, the Internet has caused enormous changes in consumer behavior, with the hotel business being one of the most affected sectors.

Tourism brands have been transformed by online sales opportunities; nevertheless, with so many network options accessible, client needs and tastes have also been affected and altered through time.

Today, we are operating in a very competitive environment where knowing and understanding the guest is critical in order to utilize effective marketing and sales methods. Being aware of your guests’ wants and preferences can help you dramatically enhance direct sales and, as a result, your hotel’s profitability.

So, in the hospitality industry, what types of customers can we identify as per Philip Anandraj?

Regardless of country, multiple client typologies can be defined, which aid in establishing an understanding of the various market kinds that the organization can target.

1. Families

Families are a hotel industry staple, and this segment of the market has generally had the same goals for decades. The family decision-maker, i.e. the person who makes the reservation, understands the importance of leisure and catering services. As a result, they will only evaluate establishments that can adjust to their family’s needs during the research process.

On the one hand, this decision-maker will have a strong need to keep the children and/or teenagers occupied, therefore will seek out a hotel that can accommodate them.

2. Tourists

Tourists are a special type of consumer for whom staying at a hotel is an adventure in and of itself. A tourist seeks out the establishment’s amenities, therefore all additional services play an important role in their enjoyment of their stay. However, the guest also wants to learn about the destination’s core in a straightforward manner, therefore visits (often guided) will be essential.

This is the type of client whose input has been crucial to companies focused on “beach tourism”; nonetheless, there is a range of various profiles within this category, depending on geography and trends.

3. Passengers 

A passenger expects a getaway from their hectic schedule. They want to have fun while also exploring places with ease. Not to mention that all they want is a comfortable stay that ensures a good night’s sleep for a hectic day ahead. 

They are also looking for leisure, comfort, and memorable experiences which go right from their social media page to their heart and everyone they meet or greet. Well, here’s your cue to offer them what they need or desire. 

4. Unique

Special visitors, whether they are elderly or disabled, have extremely specific needs and are searching for a more specialized or adapted sort of hotel. Although the end consumer may be of one kind or another in these circumstances, the decision-maker, i.e. the person who conducts the research and makes the booking, may be of a different type. These unique customers select destinations and activities that are appropriate for their ability, and group experiences are highly valued in many circumstances.

5. Business 

20% of global travelers go for business, and as a result, business travelers may become the most significant market for many inner-city hotels, a market that is not always entirely business-related, as we will discover.

This is a type of executive customer who has extremely specific needs in terms of commodities that allow them to go about their daily routine while still having access to all of the technology they need to work. They may also require spaces that can be used to plan specific events. MICE tourism, in reality, is a significant source of revenue for metropolitan cities.

6. Affluence

Although we may find disparities in purchasing power across the other groups, the sort of consumer who seeks luxury is evident in that the expense of their needs and preferences can be significant. This consumer seeks out special, one-of-a-kind experiences, superb, limited service, and benefits not available to the general public.

7. Eco-friendly 

For eco-conscious travelers, the most important goal is to experience the environment in its most natural state. This expanding segment of the traveler population seeks out sustainable experiences and considers the impact of their activities and the services they purchase in order to limit natural resource use. This type of customer is looking for specialized information and is actively trying to help the local economy.
Although these are the types of clients or markets with which we begin our marketing and sales efforts, the truth is that many of them have been touched by various trends that have influenced their mode of consumption in the sector. And if you want to know more about the same, then reach out to Philip Anandraj. 

By Manali