Getting more guests at your independent hotel doesn't have to be hard. In this first deck you'll see how to categorize your current guests. You'll be able to determine who they are, how they found you so you can make sure you get more guests just like them.

1. Independent Hotel
Marketing 101
Understand your guest

2. Understand your guests
Primary Research- ask yourself
o Describe a typical guest
o How did they find out about you?
Secondary Research- ask guests
o What do they like most about your
property?
o What do they wish you could do
differently

3. 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)

4. 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 infrequent
Data from the Pew Research Center: http://www.pewsocialtrends.org/2015/03/19/comparing-millennials-to-other-generations/#!13

5. Why do they stay with you?
How can you improve their stay?
Business
o Someone else is paying the bill
o Need phone & internet access
o Convenience is important
o Create a great experience by doing
the basics well
Pleasure
o 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

6. 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?

7. 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

8. 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/