💃 Hospitality Buyer Personas
Basic, Enhanced & Advanced for Hotels & Restaurants
To truly cater to your customers, you need to go beyond the surface-level demographics and explore the deeper characteristics that define them.
Buyer personas are fantastic for gaining a comprehensive understanding of your customers. Here’s how you can put them into practice
Contents
What are Buyer Personas?
Why are Buyer Personas Important in Marketing Hotels and Restaurants?
Types of Buyers in the Hotel Industry
Types of Buyers in the Restaurant Industry
Basic Buyer Personas
Enhanced Buyer Personas
Advanced Buyer Personas
Negative Buyer Personas
Buyer Persona Workshop Agenda
What are Buyer Personas?
Buyer personas represent the ideal customer you want to serve. These personas are crafted based on market research and real data about your existing customers. They can encompass various aspects such as demographics, behaviour patterns, motivations, and goals.
In hospitality, these personas can help you understand what drives your guests' decisions to stay at your hotel or dine at your restaurant, ultimately enabling you to tailor your services to meet their needs.
Why are Buyer Personas Important in Marketing Hotels and Restaurants?
Buyer personas are pivotal in formulating marketing strategies for hotels and restaurants. By understanding the motivations and behaviours of your ideal customers, you can craft personalised experiences that resonate with them. It can increase customer satisfaction, repeat business, and even brand advocacy.
For instance, if one of your buyers is a health-conscious business traveller, you could offer gym facilities or healthy menu options to cater to their needs.
On the other hand, if you're targeting a family-oriented persona, providing family-friendly amenities such as kids' play areas or special meal deals could be more effective.
Types of Buyers in the Hotel Industry
Leisure Travellers: This category includes individuals or groups travelling for pleasure. They are generally more flexible with their schedules and may be interested in local attractions and experiences.
Business Travellers: These are individuals travelling for work-related purposes. They value convenience, speed, and efficiency and may require facilities like meeting rooms or high-speed internet.
Family Travellers: These are families travelling together, usually for vacations. They often prioritise family-friendly amenities and safety.
Luxury Travellers: This category consists of individuals who seek high-end, luxurious experiences. They are willing to pay a premium for superior service, exclusive amenities, and personalised attention.
Types of Buyers in the Restaurant Industry
Health-conscious Diners: These customers prioritise healthy and nutritious food options. They appreciate restaurants that offer fresh, organic, and locally-sourced ingredients.
Foodie Adventurers: These individuals enjoy trying new and unique food experiences. They are drawn to restaurants that offer innovative dishes or exotic cuisines.
Budget Diners: These customers are price-conscious and look for affordable dining options without compromising quality.
Social Diners: Individuals who view dining out as a social experience. They appreciate restaurants that offer a great ambience for socialising.
Creating Buyer Personas
Basic Buyer Persona
A basic buyer persona is a snapshot of your customer; this acts as a foundation for creating your core messages.
Name: Assigning a name to your persona can make it more relatable.
Age: This can help you understand their life stage and needs.
Gender: This can influence their preferences and decision-making.
Location: Knowing where they live can help you tailor regional-specific offerings.
Marital Status: This can impact their lifestyle and spending habits.
Family: Information about their family life can shape their priorities.
Education Level: This can influence their earning potential and spending capacity.
Language: Knowing their language can help in crafting effective communication.
Income: This directly impacts their purchasing power.
Interests: This can help you align your offerings with what they enjoy.
Media Consumption: Understanding their preferred media channels can guide your marketing efforts.
Profession: This can give insights into their lifestyle and financial status.
Goals: Knowing their aspirations can help you offer solutions to achieve those goals.
Frustrations: Understanding their pain points can help you provide better service.
Basic Persona: Sarah - The Leisure Traveller
Age: 32
Gender: Female
Location: London
Marital Status: Single
Family: No children, but has a close-knit group of friends she often travels with
Education Level: Bachelor's degree in marketing
Language: English
Income: £70,000 per year
Interests: Trying new foods, hiking, wine tasting, visiting museums and cultural sites
Media Consumption: Active on Instagram and Pinterest for travel inspiration, reads travel blogs and magazines
Profession: Marketing Coordinator
Goals: To explore new destinations and have unique experiences, to unwind and relax during her vacation time
Frustrations: Not having enough time off work to travel as much as she'd like.
Sarah Marketing Campaign: Unwind in Style
Core Messaging:
As a busy professional who loves to travel and explore new destinations, you deserve an unforgettable leisurely experience. Our hotel offers easy access to hiking trails, museums, and cultural sites.
With exclusive discounts and packages for food and wine and a selection of affordable room options, we make sure you get the best value for your money. Relax in style with our luxury amenities, including an on-site spa and fitness centre.
Book your stay today and experience the ultimate dream holiday.
Basic Persona: Ibrahim - The Foodie Adventurer
Age: 24
Gender: Male
Location: Dubai
Marital Status: Single
Family: No dependents
Education Level: Bachelor's degree
Language: English, Arabic
Income: 15k AED
Interests: Trying new and unique food experiences, cooking, travelling
Media Consumption: WhatsApp, Instagram, TikTok, food blogs, food documentaries
Profession: Recruitment Consultant
Goals: To discover the best and most unique dining experiences, expand his culinary knowledge, and share his experiences with others.
Frustrations: crowded restaurants during peak hours can make finding a table or enjoying a peaceful dining experience difficult.
Ibrahim Marketing Campaign: Hey Foodies!
Channel: Instagram
Core Message:
Hey Foodies! 🍴🌮🍔
Looking for a unique dining experience that takes you on a culinary adventure? 🌶️🧀🍤
Look no further than our Restaurant! 🍽️ Our menu is packed with innovative and creative dishes that will satisfy even the most adventurous foodie!
🥂 Come and expand your culinary knowledge 😋
#foodieadventurer #culinaryjourney #uniquefood #dubairestaurants
Enhanced Buyer Persona
Basic persona details +
Spending Power: This helps you understand how much they are willing and able to spend.
Shopper Type: Are they impulsive buyers, or do they carefully consider their purchases?
Information Sources: Where do they gather information that influences their decisions?
Tech Preferences: Do they prefer Apple or Android? Are they active on social media?
Purpose of visit/meal: Are they dining out for a special occasion or just a casual meal?
Values: What are the core beliefs that guide their decisions?
Lifestyle Choices: This includes their habits, hobbies, and interests.
Purchase Channels: Do they prefer online booking or direct booking?
Stage of Life: Are they single, married, retired, or have young children?
Hobbies: What do they enjoy doing in their free time?
Brand Affinity: Are they loyal to certain brands?
Influencers: Who influences their decisions?
Motivations: What drives them to make a purchase?
Pain Points: What problems or challenges are they facing?
Enhanced Persona: Sarah - The Leisure Traveller
Spending Power: Sarah has a relatively high income of £70,000 per year and is willing to spend money on unique experiences during her travels.
Shopper Type: Sarah is a careful and considered buyer who values cultural experiences, authenticity, and sustainability.
Information Sources: Sarah gathers travel information from Instagram, Pinterest, travel blogs, and magazines.
Tech Preferences: Sarah uses Apple products to stay connected.
Purpose of Visit/Meal: Sarah enjoys trying new foods, hiking, wine tasting, and visiting museums and cultural sites, and is motivated by the desire to explore new destinations and have unique experiences.
Values: Sarah values cultural experiences, authenticity, and sustainability.
Lifestyle Choices: Sarah enjoys exploring and has a close-knit group of friends she often travels with.
Purchase Channels: Sarah prefers online booking for flights and accommodations.
Hobbies: Art and culture, photography, learning new languages
Brand Affinity: Sarah is loyal to Apple, Emirates, Innocent Smoothies, Netflix, Ben & Jerrys, Pret a Manger
Influencers: Sarah is influenced by travel bloggers and Instagram and Pinterest content creators.
Motivations: Sarah seeks out unique experiences and destinations and is willing to pay a premium for them. She responds well to creative and innovative marketing campaigns and seeks ways to make her travels memorable.
Pain Points: Sarah does not always have enough time to do all the activities she wants and doesn’t have time to plan these herself.
AIDA Campaign Messaging for a Hotel to Attract Sarah - The Leisure Traveller:
Attention: Are you looking for a unique and exciting travel experience? Look no further than our hotel!
Interest: Our hotel offers a range of activities that will satisfy your love for trying new foods, hiking, wine tasting, and visiting museums and cultural sites. We offer curated packages allowing you to explore new destinations and have unique experiences that create lasting memories.
Desire: Our hotel values cultural experiences, authenticity, and sustainability, and we are committed to providing you with an unforgettable experience that aligns with your values. Our hotel is perfect for unwinding and relaxing during your holiday.
Action: Book your stay with us now!
Our online booking platform makes it easy to reserve flights and accommodations, while our expert staff will help you plan your itinerary so that you don't miss out on any activities.
At our hotel, we understand that your time is valuable, and we want to ensure that every moment you spend with us is enjoyable, exciting, and memorable. Trust us to create the perfect holiday experience for you!
Enhanced Persona: Ibrahim - The Foodie Adventurer
Spending Power: Ibrahim has a monthly income of 15k AED, which gives him moderate to high spending power. He is willing to pay for unique and high-quality food experiences and is impulsive at weekends.
Shopper Type: Ibrahim values quality over quantity and is willing to invest in unique dining experiences, but he also loves his favourite QSRs.
Information Sources: Ibrahim gathers information from social media channels like Instagram, TikTok, and food blogs. He also watches food documentaries to learn about new cuisines and cooking techniques.
Tech Preferences: Ibrahim doesn't have a strong preference for either Apple or Android. He uses WhatsApp, Instagram, and TikTok to stay connected and gather information.
Social Media Channels: Ibrahim is most active on Instagram, TikTok, and WhatsApp. He follows food bloggers and chefs to discover new food experiences.
Purpose of Visit/Meal: Ibrahim is most interested in discovering the best and most unique dining experiences. He enjoys casual and fine dining and is open to trying new cuisines.
Values: Ibrahim values quality, uniqueness, and authenticity. He believes in investing in experiences that expand his knowledge and enrich his life.
Lifestyle Choices: Ibrahim enjoys cooking and travelling, which aligns with his love for food and new experiences. He also enjoys staying active and healthy.
Purchase Channels: Ibrahim prefers direct booking when making reservations at restaurants. He likes to have a personal connection with the restaurant and values good customer service.
Stage of Life: Ibrahim is single with no dependents. He is in the early stages of his career and is focused on expanding his knowledge and experiences.
Hobbies: Ibrahim's hobbies include trying new and unique food experiences, fitness, photography and gaming.
Brand Affinity: Ibrahim is loyal to Nike, Adidas, Supreme, Off-White, Shake Shack, P.F. Chang's, and Nando's
Influencers: Ibrahim is influenced by food bloggers, chefs, and food critics like Food Sheikh and FooDiva. He respects their opinions and uses their recommendations to guide his dining experiences.
AIDA Campaign Messaging for a Restaurant to attract Ibrahim - The Foodie Adventurer
Attention: Are you ready to embark on a culinary journey like no other? Our restaurant offers a unique menu prepared by expert chefs that will tantalise your taste buds and leave you craving more!
Interest: As a foodie adventurer, you always seek new and unique dining experiences. Our restaurant offers just that, with a menu that takes inspiration from cuisines worldwide, giving you a taste of the exotic in every dish.
Desire: We understand that crowded restaurants can ruin your dining experience. That's why we offer an online booking system that ensures you have a table waiting for you when you arrive. You can also expect personalised service from our staff, ensuring that you have a peaceful and memorable dining experience - every time.
Action: Book a table now and start exploring the world of flavour with us. As someone who values quality, uniqueness, and authenticity, we know you will appreciate the effort we put into creating a one-of-a-kind dining experience. Direct booking is available on our website so that you can enjoy the best customer service.
Follow us on Instagram and TikTok for more updates and behind-the-scenes content. We look forward to welcoming you to our restaurant soon!
Advanced Buyer Persona
For a more nuanced understanding, delve deeper into the psychographics of your buyers.
Basic persona details +
Enhanced persona details +
Health: Do they have any specific dietary needs or fitness priorities?
Shopping Habits: Do they prefer online shopping or in-store purchases?
Perceived Barriers: What obstacles prevent them from making a purchase?
Culture: Consider their cultural background and its influences.
Fandoms: Are they fans of sports teams, music bands, or celebrities?
Personality Type: Are they introverted or extroverted? Rational or emotional?
Search Trends: What keywords do they use when searching online?
Beliefs & Attitudes: What are their opinions about social issues or current events?
Sociopolitical Motivators: Do their political views influence their behaviour?
Aspirations: What are their long-term goals or dreams?
Musical Preferences: What type of music do they enjoy?
Symbols & Associations: What symbols or brands resonate with them?
Social Media Habits: Which platforms do they use and how often?
A Day in the Life: What does a typical day look like for them?
Mobile Phone Signal Strength: Does their mobile network coverage affect their online behaviour?
Social Behavior: How do they interact with others?
Advanced Persona: Sarah - The Leisure Traveller
Health: Sarah has no specific dietary needs. She prioritises hiking and staying active during her travels but has no specific fitness priorities.
Shopping Habits: Sarah prefers online booking for flights and accommodations. She enjoys browsing in-store for souvenirs and local goods.
Perceived Barriers: Sarah's biggest obstacle is not having enough time to travel and plan her trips. She also values sustainability and authenticity in her experiences, so she may hesitate to choose options that don't align with those values.
Culture: Sarah is from London and values cultural experiences in her travels. She enjoys exploring new destinations and learning about different cultures.
Values: Sarah values hard work, honesty, and family. She has a strong sense of community and believes in giving back to society.
Fandoms: Sarah doesn't have any particular fandoms for sports teams, music bands, or celebrities
Personality type: Sarah is an extroverted and outgoing person. She is confident and enjoys being around people. She has a positive outlook on life and is generally optimistic.
Search Trends: Sarah is an avid internet user and regularly searches for information online. She is interested in health and wellness, fitness, fashion, and travel.
Beliefs & Attitudes: Sarah is open-minded and tolerant of different beliefs and lifestyles. She believes in equality and social justice and supports causes related to these issues.
Sociopolitical motivators: Sarah is politically aware and is motivated by issues such as healthcare, education, and the environment. She supports politicians and organisations that align with her values and beliefs.
Aspirations: Sarah has a strong desire to travel and explore new places. She also wants to further her education and advance her career.
Musical preferences: In terms of musical preferences, Sarah enjoys a diverse range of genres, from indie rock to electronic dance music. She associates certain songs and artists with different moments and moods.
Symbols and associations: Sarah associates certain symbols with positivity and success, such as stars and the colour gold.
Social media habits: Sarah is active and uses social media to connect with friends, family, and like-minded individuals. She is particularly active on Instagram and Facebook.
A typical day in Sarah's life: A typical day involves a busy schedule of meetings, client calls, and brainstorming sessions. She also makes time for exercise, creative pursuits, and socialising with friends and colleagues.
Mobile Phone Signal Strength: Sarah's mobile network coverage may affect her online behaviour when travelling on the Underground. During commuting hours, all posts should be short and attention-grabbing. Longer posts are better suited for the evenings.
Social behaviour: Sarah is outgoing and enjoys socialising with others. She is friendly and approachable and makes friends easily. She enjoys attending social events and is often the life of the party.
High-Level Marketing Strategy for Sarah
The hotel should promote unique experiences and cultural authenticity to attract Sarah. Social media channels Instagram and Pinterest should be used to showcase stunning visuals, such as local cuisine, hiking trails, museums, and cultural sites. The messaging should focus on relaxation, exploration, and adventure and highlight the hotel's sustainability efforts.
For Instagram, the hotel should post at least three times a week, including pictures of local food and drinks, scenic views, and cultural events. The hotel can use hashtags such as #travelinspiration, #culturaltravel, and #uniqueexperiences to reach Sarah's interests.
On Pinterest, a board can be created to showcase the hotel's unique offerings and experiences. Pins for local attractions, cultural sites, and food and drink recommendations can be added.
Posting on social media during the evenings and weekends when Sarah has more free time is recommended. Short and attention-grabbing posts should be made during commuting hours.
The hotel's website should also highlight the unique experiences Sarah is looking for, with clear messaging on cultural authenticity and sustainability. The website should be mobile-friendly and easy to use.
The hotel can offer packages that include cultural tours, wine tasting, and hiking excursions to attract Sarah. The hotel can also provide information on local events and cultural festivals. It is important to address Sarah's pain point of not having enough time to plan activities by offering pre-planned itineraries and activities.
The hotel should promote unique experiences, cultural authenticity, and sustainability through social media channels, website messaging, and unique packages.
Advanced Persona: Ibrahim - The Foodie Adventurer
Health: Ibrahim enjoys staying active and healthy. While he has no specific dietary needs, he may prioritise healthier food options when dining out.
Shopping Habits: Ibrahim prefers direct booking when making reservations at restaurants. When it comes to shopping, he enjoys both online and in-store purchases, depending on the item. He dines out several nights a week.
Perceived Barriers: Ibrahim may be deterred from making a purchase if he feels that the quality or experience doesn't meet his expectations.
Culture: As a resident of Dubai, Ibrahim is influenced by both Middle Eastern and Western cultures. He may be open to trying new cuisines and experiences from different cultures.
Fandoms: Ibrahim's interests appear to be more focused on food, fitness, and fashion rather than sports teams, music bands, or celebrities.
Personality Type: Ibrahim is a curious and adventurous individual who values learning and expanding his horizons. He may be more rational than emotional and enjoys exploring and discovering new experiences.
Search Trends: When searching online, Ibrahim may use keywords such as "unique dining experiences," "food blogs," "food documentaries," and "new restaurants in Dubai."
Beliefs & Attitudes: Ibrahim values quality, uniqueness, and authenticity in experiences and products. He may have opinions about social issues and current events, but these are not likely to significantly affect his purchasing behaviour.
Aspirations: Ibrahim's long-term goals likely involve expanding his culinary knowledge, discovering new dining experiences, and sharing his experiences with others to become an influencer.
Social Media Habits: Ibrahim is most active on Instagram, TikTok, and WhatsApp. He follows food bloggers and chefs to discover new food experiences.
Mobile Phone Signal Strength: Ibrahim's mobile network coverage is strong and unlikely to affect his online behaviour significantly.
Social Behavior: Ibrahim is friendly and open-minded when interacting with others. He may enjoy discussing food and sharing his experiences with others.
High-Level Marketing Strategy for Ibrahim
To attract Ibrahim, the foodie adventurer, the restaurant should focus on creating unique, high-quality dining experiences that cater to his interests. The marketing strategy should emphasise the restaurant's quality, uniqueness, and authenticity.
The restaurant should prioritise Instagram and TikTok for social media, as these are Ibrahim's most active channels. The restaurant should post at least twice weekly, showcasing unique and high-quality dining experiences. The content should include high-quality photos and videos of the food, the restaurant's ambience, and the chef's expertise. The messaging should emphasise the restaurant's commitment to quality and authenticity, inviting Ibrahim to experience something special.
Posting times should be during peak engagement hours, such as evenings and weekends, when Ibrahim will most likely be online. The restaurant can also utilise Instagram and TikTok stories to showcase behind-the-scenes footage and exclusive content, further enticing Ibrahim to visit.
The restaurant can also consider partnering with food bloggers and chefs that Ibrahim follows on social media. By offering them exclusive experiences at the restaurant, they can share their experiences with their followers and create buzz around the restaurant.
Lastly, the restaurant can offer special promotions or discounts for Ibrahim to encourage him to visit. These promotions can be exclusive to Ibrahim or offered to his followers on social media, creating a sense of exclusivity and urgency.
The key to attracting Ibrahim is creating unique, high-quality dining experiences catering to his interests and values. By showcasing these experiences on social media and partnering with influencers, the restaurant can entice Ibrahim to visit and become a loyal customer.
Negative Buyer Personas
Understanding who your customers are not is just as important as knowing who they are. Negative buyer personas represent the customers you don't want to target. These could be people who are too expensive to acquire, those who are unlikely to purchase your products or services, or those outside your market scope. Your marketing strategy can be refined by recognising these personas and focusing on your most valuable customers.
Meet Ignatius - Ibrahim's evil counterpart. Ignatius is a tightwad who is always looking for the cheapest deal. He is difficult to please and is quick to leave negative reviews. Ignatius has no loyalty towards brands and is always looking for the next best thing. He has unrealistic expectations and demands constant attention, often taking up valuable resources without making any significant purchases. Ignatius is not worth the effort and should be avoided as a potential customer.
Meet Penny Pincher Paula - Paula is a 45-year-old introverted female from a small town in the southwest. She values thriftiness and frugality above all else, and her limited income means she's unwilling to spend money on anything but the most basic necessities. Paula is motivated to save money and will only travel or dine out if she can find the absolute cheapest deals. She is sceptical of anything that seems too good to be true and is not open to new experiences or ideas. Paula's reserved nature and limited exposure to other cultures make her a challenging customer to please.
Buyer Persona Workshop Agenda
Introduction
Welcome and introductions
Overview of the purpose of the workshop
Understanding the Concept of Buyer Personas
Definition of Buyer Personas
Importance of Buyer Personas
Benefits of creating Buyer Personas
Common misconceptions about Buyer Personas
Identifying Key Customer Segments
Explanation of customer segmentation
Conducting market research to identify customer segments
Analysing customer data to determine key segments
Group activity: brainstorming customer segments
Creating Buyer Personas
Explanation of the components of a Buyer Persona
Gathering information for Buyer Personas
Group activity: creating a Buyer Persona
Refining and Using Buyer Personas
Analysing Buyer Personas to identify patterns and insights
Using Buyer Personas to inform marketing and sales strategies
Group activity: brainstorming marketing and sales tactics based on Buyer Personas
Conclusion
Recap of key takeaways
Next steps for utilising Buyer Personas
Take-Away
Creating detailed buyer personas is a valuable exercise that can guide your marketing efforts, product development, and customer service strategies.
Customer satisfaction and loyalty will increase when your services are tailored to the needs and wants of your customers.
Here’s To Your Success 🥂