All you need to know about group guest persons

June 20, 2022 by No Comments

It is becoming more difficult to create effective marketing strategies for select-service hotels. Every day, guests expect more customized and tailored experiences. They love sharing their opinions on social media and will share them with others when they are disappointed. Your stay. It’s hard enough to personalize experiences for guests, but group bookings present a unique challenge in that they must appeal to a broad range of people.

Hotels need technology to segment their customers and offer better guest experiences. Hotels can create customized experiences tailored to their audience with the right tools and targeting.

What does a hotel guest persona look like?

Although it sounds complicated, guest personas are fictional biographies representing different guest groups. A persona does not attempt to represent a guest or user. They result from data from multiple users or guests that frequent your hotel.

A guest persona is a way to identify segments within your business based on common attributes. You can identify groups of travellers by their common attributes and then analyze the guest experience (the entire hotel stay, from booking through stay to review) and optimize it for each segment. This will allow you to improve your guest experience, increase revenue per guest, create great reviews and get repeat bookings.

Why is it necessary to have group guest persons?

Hotels don’t have strong guest personas, so they only have one marketing plan. Although it’s helpful to have a plan, it can be too generic to provide the hotel with the information they need about how guests choose their hotel and their most important aspects. If you don’t have enough data or people to know your audience, it is almost impossible to create a personalized or customized experience.

Start with the research. Find the data you need to create your personas in these ways.

It is very easy to create a guest persona. We’ll first look at your data sources, such as your website analytics, social networks, and group bookings CRM. We’ll then add a story to this data using qualitative insights from staff, guest reviews, planners, and other stakeholders. Finally, we will put all that information together in a format that owners, operators, marketers, and other stakeholders can understand.

Google Analytics

Analytics for your website provides a wealth of information about how visitors find your property, what drives their interest, and which referral links lead to the most bookings from a particular demographic. You can also see which demographics are most likely to visit your hotel. This quantitative data includes the demographics for your guest personas.

Use Social Media Analytics

Although you cannot isolate people on social media who have visited your property or are planning to visit it, you can look at your followers using social media analytics to get a good demographic overview that you can compare with your Google Analytics insights.

Pull Group CRM Data

Your Sales and Catering Group CRM is a treasure trove of information about group stays at the property. Analyzing your CRM data can reveal trends you may not otherwise have noticed. Perhaps many sports teams who stay with you are from one region. Perhaps your business groups are all from the same industry or field. Your CRM can help you find threads in a story to add more detail to the personas you have created with your Google Analytics and social media data.

Talk to the staff

Every day, your staff is talking with guests and helping them make their stay as pleasant as possible. Your guests are your best source of information for developing their personalities. Your guests’ comments, compliments and complaints are a great way to get to know your guests. Your staff will be able to see the qualitative side of your guests, such as their motivations, behaviours, and frustrations.

Analyze guest reviews

Qualitative information is also available from guest reviews, particularly motivations and frustrations. To get insight into your guests’ thoughts and values, look for emotional phrases such as “I hate …” or “I love …”. Negative reviews can often be more useful than positive ones. A positive review may only say “we had an enjoyable stay”, but a negative one might highlight specific items that the traveller desired (e.g. “There was no place to charge my phone.”

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