Many brands don’t know their customers, and that includes hotels: 51% of customers feel that their favorite brands are doing a poor job of asking about and fulfilling their needs. They may have a general idea of the demographics they’re targeting, but the specifics are fuzzy. How well does your hotel know its guests?

Customer personas are the key to unlocking those specifics – and the dollars are in the details. Using data from your hotel booking engine and analytics, combined with first-hand knowledge from your staff, surveys and even interviews, you can build some killer profiles.

By the end of this presentation, you should be able to build 3 or 4 customer personas, with names, job titles, ages, family situation, motivations, desires and pain points. That may sound like a lot, but we’ll show you how to make it easy.

Customer personas are essential to boosting direct bookings for your hotel. They contain that key information, built from your analytics data and your own first-hand knowledge, to give you the edge over your competitors. Here’s how to create your own in just 3 steps.