Hotel Operation Management Lecture 3 PDF

HOTEL OPERATION MANAGEMENT Lecture 3: Types of Hotel Guests Types of Hotel Guest Hotel guests come in many different forms, and one of the big challenges involves using the right hotel marketing strategies to manage and target the right guest type. It is critical to know the main types of...

HOTEL OPERATION MANAGEMENT Lecture 3: Types of Hotel Guests Types of Hotel Guest Hotel guests come in many different forms, and one of the big challenges involves using the right hotel marketing strategies to manage and target the right guest type. It is critical to know the main types of hotel guests that businesses are likely to encounter and some advice on how to appeal to each group.  Types of Hotel Guest Hotel guests can be classified according to their: ❑Trip purpose – pleasure or business travellers ❑Numbers – independent or group travellers ❑Origin – local or overseas travellers  Pleasure travellers They are individuals who travel to engage in leisure activities, outdoor recreation, relaxation, visiting friends and relatives or attending sports or cultural events. Free independent travellers (FITs) They are sometimes referred to as "foreign independent travellers". FITs are international tourists who purchase their own accommodation and make their own travel arrangements. Group inclusive tours (GITs) Tourists who travel together on package tours with accommodation and sometimes meals which are booked through travel agencies. Group tourists tend to spend less and budget their spending allowance.  Domestic tourists They are local residents who stay at a hotel for special occasions and functions. Conference participants Individuals who travel to attend conference and whose accommodation is usually reserved by himself/herself, his/her company or a conference organiser before their arrival. Very important persons (VIPs) Very important persons may include celebrities, frequent-stay guests, guests in expensive rooms, guests with security risks and top executives from companies. Incognito They are guests who stay in a hotel with concealing identities so as to avoid notice and formal attention. Business Travelers Business travelers are travelers who visit different locations for the purposes of work. They may be traveling to attend business events, conferences, or meetings and may need to carry out other work tasks during the day. They are individuals whose frequent bookings are usually made by companies with reduced room rates. This means they are less likely than many other hotel guests to be interested in tourist attractions. Business Travelers Hotels can appeal to business travelers in several ways: ✓The provision of high-speed internet access, for example, can be a major draw, as business travelers may need to participate in online video calls and other activities that require a reliable connection. ✓Conference rooms, work areas, and other facilities can hold strong appeal too. Business Travelers ✓Focusing on their time away from work is also essential. ✓After a long day, business travelers are likely to want a comfortable room, with a few luxuries. ✓It is also good to appeal to corporate guests by highlighting favorable room rates, transport links, local restaurants, the hotel bar, and room service offerings. Couples and Families Hotels looking to maximize the number of guests they attract should try to appeal to couples and families, and these types are likely to have some specific priorities. For couples, for example, comfortable rooms, a king- size bed, a nice view, and access to nice restaurants can help to make the decision easier. Couples and Families Families, meanwhile, will often have an obvious idea of what they want to do and when they want to do it. However, it may be possible to appeal to them by providing great value for money on their booking, and this can also be highly beneficial to hotels because they will be filling multiple rooms simultaneously. Couples and Families In some cases, families may be looking for all- inclusive stays, which gives hotels with excellent food services a significant advantage. The presence of a pool, hotel entertainment options, and nearby attractions that can appeal to children should also feature in marketing materials aimed at hotel guests booking family trips. Luxury Hotel Guests As the name suggests, luxury hotel guests seek the best travel experiences and will spare no expense to find the best accommodation. Luxury travelers are high-value customers and are primarily going to be attracted to 5-star hotels, which can provide excellent facilities, exquisite comfort, and a great location. Many luxury travelers are older adults who often travel with a partner. The aesthetic qualities of a hotel are important, and many of these guests will book their stays through a travel agent or tour operator, so these distribution channels should be prioritized. The quality of the hotel restaurant can also be a major draw. Luxury Hotel Guests Luxury travelers may know the latest hotel marketing trends and have very high expectations. Hotels looking to appeal to these travelers will need to deliver exceptional customer service. At the same time, it can attract luxury guests by highlighting local experiences, attractions, restaurants, and events. Digital Nomads Digital nomads make a living by working online but from different locations. They may be business owners, self-employed or freelance workers, or employees of businesses. Regardless of their circumstances, crucially, they are not tied to a fixed location, and they carry out their work wherever they travel. Digital nomads can work in hotels, hostels, holiday cottages, inns, bed and breakfasts, and almost any other temporary accommodation. However, reliable internet access is an absolute must. If internet access is slow or Wi-Fi is not reliably available, it is likely to prevent them from making a booking. Digital Nomads Digital nomads are generally technology-minded in many cases, which means they may be attracted to hotels utilizing the latest technology. Having a dependable hotel front office, seamless check-ins and check-outs, and IoT devices in hotel rooms can also be useful. Of course, it should also be understood that digital nomads, like all hotel guests, can also be drawn to an exciting location, great facilities, and local attractions. Health & Wellness Hotel Guests Health and wellness-focused hotel guests will likely travel to avoid everyday stress, participate in physical fitness-related activities, or enjoy the peace and quiet. Hotels can often target them by highlighting gyms, leisure facilities, and areas where relaxation is possible. Health & Wellness Hotel Guests Some properties may have a specific theme, which can be used for marketing. For example, yoga or meditation retreats are a form of accommodation that promote those particular activities. Other hotels, guest houses, and holiday cottages are ideally placed to target those interested in hiking, skiing, or other physical activities. A health-conscious hotel guest is likely to want healthy eating options on-site too. Although these guests do sometimes travel in groups, it is common for wellness travelers to travel on their own. It can, therefore, be sensible to target individual travelers with single rooms, low-cost stays, and all-inclusive deals. Eco-Conscious Hotel Guests While there are many benefits associated with the travel industry, a growing number of travelers are becoming increasingly concerned about the environmental effects of their travel and are actively seeking more sustainable offerings. This has led to the rise of eco-friendly hotels, and marketing strategies designed to promote sustainability. Hotels can appeal to these travelers by highlighting the various steps they have taken to reduce their hotel’s carbon footprint and minimize their usage of natural resources. Hotels using sustainable energy with solid recycling policies are at an advantage, while transparency is also important. Eco-Conscious Hotel Guests Accommodation near a railway station can be beneficial, allowing eco-conscious hotel guests to travel via train and avoid more environmentally harmful flights or car journeys. As with parts of the restaurant industry, there is also increased demand for ethically sourced food and vegetarian and vegan options. Young Travelers As a collective group of hotel guests, young travelers share similarities with backpackers in that they are often extremely budget-conscious and may be willing to sacrifice in certain areas for a cheap deal. They are generally drawn to locations with an active nightlife, and to cities with plenty of things to do. Young Travelers Cutting-edge technology within a hotel may appeal to young people, although they are unlikely to be willing to pay premium prices to access it. Many young people travel in groups, so rooms that allow three or four people to share comfortably are likely more appealing than rooms designed for one or two people. Young Travelers In general, younger people are likely to want to be able to communicate using online communication tools, and they may wish to share their experiences with friends using social media platforms like Facebook, TikTok, and Twitter. This means that free and reliable Wi-Fi is an especially important service to provide for them. Backpackers Backpackers are hotel guests who travel to different locations and live out of their backpacks. They are likely to visit multiple locations during their travels, and their stays can vary significantly in length, but they are almost always price sensitive. Hence, they tend to be drawn to hostels, cheap hotels, and other low-cost accommodations. Backpackers The focus on price means that backpackers are often happy to make sacrifices and are less likely to be attracted by the latest hotel trends. Instead, they tend to want the bare minimum regarding facilities and comfort. They are often willing to share facilities like bathrooms, and upselling and cross-selling efforts are unlikely to work. Backpackers Aside from affordable overnight stays, one of the major focus areas for many backpackers is likely to be the provision of free and reliable Wi-Fi, as this allows them to stay in touch with friends, family, and other travelers. Hotels that can provide an authentic experience of local food and culture will have a big advantage.