How To Find Your Hotel’s Target Audience
It can be challenging to determine who you should market to in order to have the most success. It's essential to understand the demographics of the guests who visit your hotel, the location and amenities you offer, the experiences you provide, and the local scene where your hotel is situated. All of these factors can contribute to identifying your target audience and the best ways to message to them. In this article, we will share some tips on finding your hotel's target audience and advertising to the right customers effectively.
- Start With Your Hotel's Current Guests
What kind of demographics stay at your hotel? Young or older people? Families? Is your hotel budget-friendly or more upscale? Where is it located? Does the location have any unique attractions? These are some questions to ask yourself to identify your hotel's target audience. When creating ads, you can leverage the local attractions and activities to make your hotel more appealing to these potential vacationers.
- Utilize Facebook's Detailed Targeting Feature
Facebook has a feature within the Ads Manager called detailed targeting. Here you can add demographics of the kind of people you want to stay at your hotel. This can include activities, travel preferences, hobbies, interests, demographics, and behaviors. There are many options to choose from that can help you target people that would have an interest in staying at your hotel.
Another platform with a similar feature is DV360's affinity audiences and in-market audiences. Affinity audiences are based on people's interests and behaviors. In-Market audiences, on the other hand, are those who are close to making a purchase. They are actively comparing products or services within a specific category to make a final decision. These are great audiences to test to find the right customer for your hotel based on their purchasing behavior and interests.
Pro Tip: What are common activities that are done in your location? Are you by the beach? You can use detailed targeting for activities like snorkeling, boating, kayaking, etc.
- Incorporate Adara Audiences
Adara Travel Audiences are a great way to find your customers. The audiences are created using search, purchase, and loyalty data directly from top travel brands such as airlines, hotels, and rental car companies. You can also use demographic and behavior data within the platform. These audiences are great in helping you boost engagement and drive growth. Adara is also great at getting a real niche with your brand, whether you are luxury, adventure, or budget-friendly. These audiences are suitable for every hotel.
- Use Geo-targeting
The geography feature is a great tool to use to really narrow down your audience. Where are you located? Where do visitors come from? You can also use surrounding cities as target geographic areas. The geographic targeting feature allows you to narrow down even further with a radius of 10-50 miles and the ability to use zip codes. Test out different areas and see where the most engagement comes from, or utilize Google Analytics to find the top feeder markets for your current guests. Many people enjoy staycations, and that could be worth testing with a local radius geographic audience.
- Identify Local Experiences For Your Customers
Many people look for a hotel that is close to local attractions, the downtown area, or other well-known destinations. What is something special your hotel can offer? Is your area known for something unique? You can use these to your advantage when narrowing down your target audience. Knowing what kinds of people enjoy these activities can help you find the right people that will stay at your hotel and have a great experience.
- Focus On Interests Specific To Your Hotel's On-Site Amenities
Does your hotel have any exceptional amenities that customers gravitate towards? It could be a restaurant with delicious cuisine, a rooftop bar with specialty drinks, or a spa featuring massages or facials. Many people do staycations that would benefit from these hotel amenities. Amenities are a great way to find new customers with a specific hotel experience or just for a quick getaway.
Understanding your target audience is vital to ensure the success of your hotel's marketing campaigns. By knowing your current customer base, utilizing detailed targeting, Adara audiences, geos, vacation experiences, and on-site amenities, you can effectively advertise to the right customers. Remember to continuously analyze and adjust your strategies to ensure that you reach the right audience and provide them with the best experience possible.
These tips will help you find and target your hotel's ideal audience and, ultimately, drive growth for your hotel business. Reach out to us today to learn more about finding your audience!