How to define your target guest profiles

What are guest profiles and why do you need them?

Your first step is to create between two and four detailed 'guest profiles'. These are semi-fictional portraits of your ideal customers. Think of it as moving from a vague idea like 'families' to a specific picture like 'The Active Explorers: a family with young kids who want outdoor fun and a stress-free base'. Doing this is one of the most important steps you can take, as it ensures your marketing, services, and even your pricing are all perfectly tailored to attract the people most likely to book with you.

Knowing exactly who you're talking to stops you from wasting time and money trying to appeal to everyone. Instead, you can focus your efforts where they'll have the biggest impact.

How to create your guest profiles

Start by brainstorming the broad types of guests you want to attract. Then, bring them to life with specific details. For each profile, consider the following:

• Demographics: What is their age range, occupation, and where are they from? Do they travel solo, as a couple, or with family?
• Goals & Motivations: Why are they travelling? What are they hoping to get out of their trip? Are they looking for relaxation, adventure, convenience, or luxury?
• Needs & Pain Points: What are their non-negotiables? What problems can you solve for them? For example, a business traveller needs fast Wi-Fi and a simple check-in; a family needs space and things to keep kids entertained.
• Booking Behaviour: Where do they look for inspiration? Do they book directly, use online travel agents, or rely on recommendations? What social media do they use?

Example Guest Profile: 'The Weekend Wanderers'

Let's imagine you run a cosy, dog-friendly pub with rooms in the Peak District. One of your profiles might look like this:

Profile Name:The Weekend Wanderers (Chloe & Tom)Demographics:A couple in their early 30s, living in a nearby city like Manchester or Sheffield. They have a medium-to-high disposable income and own a dog.Goals:To escape the city for a 2-night weekend break. They want to go on long walks, eat good food, and relax in a cosy pub.Needs:Genuinely dog-friendly accommodation (not just 'dog-tolerant'), information on local walking routes, a great Sunday roast, and a place with character.Marketing:They find inspiration on Instagram by following accounts related to UK travel and dog-friendly holidays. They read Google reviews before booking.

Top Tip: Give your profiles a name and even find a stock photo to represent them. This makes them feel like real people and helps you keep them in mind whenever you're making a decision, whether you're writing a social media post or choosing new items for your menu.