subject: Knowing Your Customers Will Help You Serve Them Better [print this page] Knowing Your Customers Will Help You Serve Them Better
Most business owners and managers believe that they know their customers well but not many take the time to actually do their regular market research. Remember that the market is constantly evolving and so should your marketing strategies. But before you embark on one, try to reassess and know your customers again. This is the crucial first step.
Identify Your Customer Based On Pricing
Who are you targeting as customers? It is crucial that you identify who you are selling to before doing your marketing. Hotels cannot just market to everyone willing to pay between 100 to 300 dollars. Guests do not have that wide range when making their selection. So it is important to know which price range you want your hotel to be categorized under. In general, it would be good to have a 30-dollar range. For example, if you can establish that your hotel belongs to the 40-70 dollar a night range, the next step would be for you to understand the needs of guests who are attracted to this pricing point.
Identify Your Customer Based On How They See Your Hotel
Now that you know your pricing range, it is now time for you to understand the needs of your customer by trying to objectively look at the value proposition of your hotel and matching it with the type of clientele it attracts. Is it in the central business district where guests can easily walk to most office buildings but with nightly rates that are cheaper than nearby hotels? Or is it a pricey luxury hotel in a touristy area where city attractions are a short cab ride away? Or is it a small budget hotel tucked away in a quiet neighborhood?
Knowing how customers see your hotel is important to align how you position yourself in the market.
From your previous hotel guests, what is the percentage of businessmen? What's the percentage of local and international tourists? How many of them have families with them? Different guests have different needs. It is very important to know which type of guests you have the most of and focus more on positioning your hotel to cater to their specific needs. Get to know your target market with the help of a hotel management software.
By knowing which price range you belong in and knowing how guests see your hotel puts you in a good position to effectively execute marketing campaigns. Creating marketing plans is a part of hotel management.
