Create a

For Your Hotel

In 3 Easy Steps

Customer Persona

They are representations of your targetaudience, made from

analytics data + first hand knowledge.

Basically, they illustrate the buyingdecisions potential guests make whenthey consider booking with your hotel.

What is a Customer Persona?

Not Necessarily!

Research shows that brands & businesses are

failing to grasp even the basic motivations and

desires of their customers.

51% of customers think brands don't "get" them.

40% don't find most promotions interesting.

Don't I Already Know Who My Guests Are?

That's what we're here for.

Here are 3 key steps to buildcustomer personas that will increase hotel bookings and

fill up your rooms.

How Do I Make Sure I'm On Track?

your customer personas will look like this.

LocationAgeGenderFamily membersHousehold IncomeInterests

Primary goal (relevant toyour hotel)ValuesPast experiences with hotelsProblems & frustrationswhen booking holidays andhotels

By the time we're done...

Let's get started!

1Survey Your Guests

Conduct surveys, either online or off.

This lets guests frame their needs and theirperception of your hotel in their own words -

giving you great insight into how tocommunicate with them.

Learn to Talk to GuestsIn Their Language

If you're looking to tweak somethingparticular, like profit per guest, consideronly surveying guests who spend more

than average.

Find out why they're spending more &

how to leverage that.

Don't be Afraid to Get Specific

Consider using exit surveys onpotential guests who didn't book.

Ask them why - were they too early inthe purchase funnel? Or did somethingabout your website put them off?

Find Out What Goes Wrong

Here are a couple ways to get started withsurveying:

Post-stay email surveysPost-stay telephone surveysOn site surveysExit surveys

How do you survey?

2Glean Insights fromYour Web Analytics

Data should be most of your persona.A good rule of thumb is90% data, 10% knowledge

For a comprehensive, step by step guide,click here.

For the highlights, read on.

Web Anaytics are Fundamental

Where your guests come fromHow long they stayed on your siteThe keywords they searchedDemographics - age, gender, locationInterests

By Looking At Your Analytics,You'll Learn:

Here's a Killer Persona Example:

Enterprise Erin was built with Hubspot's persona tool

3Consider Individual

Interviews

But they're harder to get, and if you pushthem too much you can alienate guests.

Consider offering a voucher or entryinto a contest to motivate participation.

Interviews are Better Versions ofSurveys

You'll get a more intimate, honestresponse with interviews,

because guests can sense thatthey're personal in a way surveys

can't be.

Interviews Promote Honesty

Ask your reservations staff, or anystaff with long term experience

handling guests:

What are typical problems? Why are guestschoosing your hotel?

One Last Thing:

Welcome to the club.Remember: a customer persona is onlyas valuable as it is detailed, and it's howyou use it in your marketing & sales

strategy that counts.

Net Affinity is an award-winning technology companyfocused exclusively on the hotel sector.We have collated the

brightest, experienced and passionate team of onlinemarketers, account managers, designers and developers toensure our clients' online success and continued growth.