2.6 Customer Analysis

CHAPTER 2

2.6 Customer Analysis

Your revenue is based upon your guests. That’s why it is so important to understand these individuals and families, and target them properly. In your plan, be sure to create diff erent personas based on the types of guests you want to attract. This is a profi le of your ideal customer, from their age to their income. You should try to make it as detailed as possible because this will help your business grow later on.

These customer personas will be used time and time and again in all aspects of your business to help you achieve more bookings.

People say that the customer is always right, but if you truly get to know your customers and what they want, you can make sure that you and your business are always right, too. A customer analysis is basically just getting to know your customers, what they want and what they need from a rental property and a vacation.

Here are some short, key questions you should be asking yourself about your ideal guest:

What’s their name? • John? Jane? • It may seem a little silly to give a name to a fi ctional person, but it will bring your customer analysis to life and really help you properly fl esh out the guest persona.

What do they do for a living? • Is he/she a high-fl ying banker? • Is he/she a medical professional? • Is he/she involved with a local school?

What is their age range? • 18–25 • 25–40 • 40+