Attracting Diverse Guests: The Art of Personalised Travel
As a regular traveller, I am rolling up my sleeves to map out the routing logistics and accommodation for my Christmas Road trip from the UK to Germany, this time with the additional complexities that we are taking our dog Poppy with us for the first time.
I feel that I missed my vocation as a travel agent because I love the challenge of pulling the whole itinerary together to get exactly what I want and, more importantly, what we need.
I’m well-travelled, but this is the first time I have had to navigate the rules around taking pets with you to Europe, and I’m not entirely sure that Poppy fully appreciates the lengths I’m having to go to for her to be able to come with us!
Thanks to Brexit, my planning and logistics list has doubled and I now need to add a checklist of vet visits, vaccinations, worming tablets, and paperwork to my planning plus I now need to find a vet in Europe to administer worming treatment before we can return to the UK with our dog!
There must be thousands of pet owners having to manage these travel logistics – an opportunity for pet-friendly businesses to offer some help to make it easier!
This additional planning made me think more about guest profiling, their needs and why they choose to stay in either self-catering or a hotel, and what services they need by what type of traveller they are.
The options for guests for a personalised stay experience have opened wider, and you could be losing out on bookings because you don’t know enough about your guests.
Are You a DIY Traveller or a Done-for-You Guest?
Differentiating between guests like me who prefer a “DIY” (Do-It-Yourself) approach versus the guest who prefers a “Done-for-You” experience is important because their needs and expectations are very different.
Every guest profile comes with its own set of expectations, and as a property manager or owner, curating your stay experience with their preferences in mind is the key to attracting the right guests, repeat bookings and glowing reviews.
The DIY Traveller – Who are they?
DIY travellers are generally speaking independent people, where the detail is important and they have a clear vision in their mind of what they want, and they want to choose how they do things.
They love to research and they enjoy the freedom to manage their stay with minimal intervention,
What They Want
DIY travellers appreciate clear instructions, easy check-in processes, and detailed local guides that allow them to explore on their own terms. .
The independent traveller values flexibility and sometimes, but not always, loves the autonomy and thrill of finding the best quality themselves because they don’t want to be part of a herd and the same as everyone else,
Providing these guests with a Touchstay digital guide with all of the pre-arrival information in one place, from where to find the best coffee shop to how to troubleshoot the Wi-Fi, is essential to keeping this guest happy.
How to Attract Them
These guests love the independent keyless options for a seamless check-in experience without the need to meet anyone in person.
Clutter-free, easy-to-follow communication, a digital guest guide or video guide for accessing the property and a FAQ section that answers the key questions they are likely to ask.
Instead of planning tours or activities, provide a personally curated list of local hidden gem spots they can explore on their own.
DIY travellers appreciate flexibility, especially in booking terms and check-out times, and when it’s time to leave, these guests like to check out and go without any fuss.
The Done-for-You Guest
On the other side of the traveller coin, no Bitcoins here, we have the “done-for-you” guest.
These travellers appreciate a more concierge personally tailored approach to hospitality.
Time-poor, always on the move, business travellers and busy families juggling the f dynamics of organising children and their dogs away for a much-needed break, these guests appreciate time-saving options and prefer having services and amenities organised for them.
They value convenience and are willing to pay a premium for an all-inclusive, stress-free experience.
What They Want
Done-for-You guests want to be taken care of for that stress-free trip and are happy to pay for a premium level of service, they love being made to feel special when you offer them something different to enhance their stay
They appreciate thoughtful touches that eliminate the need for them to plan or manage anything themselves, from arranging local transportation and airport transfers to stocking the fridge with their favourite foodie items.
They want to turn up at the property, kick off their shoes and wellies and relax with the waiting bottle of Malbec in comfort.
How to Attract Them
A personalised Concierge Service, pre-delivered premium grocery delivery services, local excursions,. and for those that want the no cooking or clearing up on holiday option, a private dining chef-prepared meal with at-home dining chefs by YHangry would really enhance their stay experience.
Every parent looks forward to some adult child-free downtime and would thank you for providing registered babysitting services and children’s activity options.
Partnering with local pet service providers such as dog walking and doggy daycare allows guests to explore and visit local attractions that don’t allow dogs.
Luxury Touches: The little things matter. From high-quality linens to premium toiletries, cosy wrap-around bathrobes and slippers, entertainment options for children to ensure their stay feels indulgent and effortless.
Proactively check in with these guests’ pre-arrival to see if they have any specific requests, be ready to provide quality recommendations that match the profile of their stay expectations and offer reliable assistance channels throughout their stay.
Can you accommodate both types of guests?
It’s not always about choosing one type of guest over the other,
Being flexible to be able to cater to both DIY and Done-for-You guests can set your property and your business apart.
Here’s how you can strike a balance to attract and deliver the right stay experience to both types.
Tiered Pricing Options:
Offer a base stay with optional add-ons for guests who want a Done-for-You experience, giving DIY travellers the option to keep things simple and affordable.
Smart Home Features: Invest in technology that supports the needs of both. Smart locks and home automation make check-ins easy for DIY travellers while providing a seamless experience for Done-for-You guests.
Tailoring your guest communication by using pre-arrival questionnaires to determine their stay preferences means that you really get to know your guest preferences, and why they are visiting
As a host, you can set up the property, from their pillows and duvet preferences to whether they want to be DIY and left alone,
Send guests your digital guide in advance and invite them to select the experience upgrades that will give them the stay experience that is right for them.
Short-term rental business owners who now recognise that guests’ stay expectations have moved on from what self-catering stays used to be will recognise the opportunity to provide a tailored experience, building a unique strong brand which exceeds different profiles of guests’ expectations rather than a one-size-fits-all all approach.
Are you offering the right balance of autonomy and personal service to your guests?
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