Knowing your visitor is key to providing a fantastic holiday experience. Get this right and not only will it lead to your self-catering property building a brilliant reputation within the desired community, it will also lead to maximum occupancy levels through an increase in return visits and hopefully multiple bookings.
As mentioned in the first Positioning for Performance blog, customer expectations are changing. So, to truly profile your customers, it is more than segmenting the market into e.g. ‘baby & toddler’, ‘family’, ‘couples’, ‘dog-friendly’, ‘outdoor activity’ etc. As well as tailoring your message to appeal to these groups of people, to stay one step ahead look at their lifestyles and anticipate their needs.
This means putting yourself in your visitors’ shoes:
- If you are busy working all week, are short on time, but want to relax with your partner on holiday, what would make your life easier? A breakfast hamper waiting for you when you arrive, to save stopping at the shops on the way? All the info you need to arrange delivery of your groceries from an online supermarket? Or, even better, from a local deli?
- If you are the parent of small children, what would improve your visit? Is a stair-gate, a buggy, or a high-chair provided? Are games and toys available? Is there the opportunity to collect fresh eggs, or feed or groom farm animals? How nice would it be to find a home-made cottage pie waiting in the fridge, so you can pop it in the oven after a day out exploring? Is there a registered baby-sitting service?
- If you are taking your dog on holiday, do you really want to take it everywhere with you all the time? Is there someone who can take care of your pooch whilst you go to the nearest town or city for a spot of retail therapy, or for a romantic meal for 2? Doggy day care is increasingly popular – is there someone offering this service close by? Does your property have a kennel or yard that the dog can be safely left in for a short-time?
- If your family enjoy going for a bike ride, wouldn’t it be great if someone recommended routes (and refreshment stops) to save you some time. If you have been out cycling a muddy trail with the older children, is there somewhere to wash down the bikes (and kids!) when you get back, and somewhere secure to store them? If you don’t have space to take your bikes with you, what are the contact details for hiring them when you arrive – do your guests need to pre-book them, or is this an extra service that could be provided?
- If you’re on a weekend away with the girls, what would make your stay extra special? Maybe a spa treatment in the comfort of your own holiday home? Is there a local therapist that can provide this service?
- If you are with a large group of people having a weekend away, wouldn’t it be amazing to have a chef come to your holiday home to cook for you – and someone to serve and clean up afterwards. Do you know local people who can provide this service?
As well as putting yourself in your customers shoes, use the customer feedback that you have in place to add to your service, and enable further customer profiling. All feedback should be recognised – good and bad. As encouraging as it is to receive positive feedback, the negative should also be seen as a valuable asset as it will ultimately lead to even more positive feedback if you act on it, and make changes or adjustments where needed. Customer profiling is on-going, people change – consumer habits, expectations and requirements; and to remain competitive, your accommodation and the holiday experience you provide needs to as well.
Of course, once you have got all of these facilities and services established, it’s time to tell everyone! Make sure that they are featured on your website, communicating the message that choosing your holiday accommodation will fulfill their needs and requirements. You’ve thought of everything, helping to make their stay as hassle-free and relaxed as possible.
