About this Episode
In this episode, Robert Cole the Founder of RockCheetah explains that personas differ depending on the reason for the trip and what the traveler hopes to accomplish. For example, the points-junkie who always uses a certain channel to plan business trips may behave completely different when planning a family vacation or a golf weekend with friends. Watch this episode to learn how to increase the relevance of your online content to appeal to different personas.
- Ask why guests like staying at your hotel
- Don’t say “I’m everything to everybody”
- All content (text, still images, video) needs to be suited to personas
- Show how your hotel will make their stay a success
Click for Video Details
- Episode #21
- Posted on February 1, 2010
- Duration: 14:33
- Captions:
1:50 a persona is the motivation for why someone is taking a trip
2:00 may book business travel using certain channels and technologies
2:30 personas differ when traveling for business, romantic getaways, family vacations
2:50 personas differ depending on what traveler hopes to accomplish during trip
3:30 understand your guests – they behave differently depending on why they're traveling
4:20 research tools (social media, website, questionnaires) give tremendous insights
5:50 some people feel they get better value with packages
6:10 others feel they are purchasing something they don't want
6:30 channels vary depending on whether preferences
7:00 some personas are more motivated by loyalty programs
8:00 some personas feel more secure working with a third-party expert
8:45 amount of online research and planning depends on the persona
9:00 certain individuals want to evaluate all options and make all arrangements
9:55 certain individuals go back to the same destinations time after time
10:15 internal motivation for the trip drives decision making
10:40 be relevant to your target
10:55 all content (text, still images, video) needs to be suited to personas
11:08 don't say "I'm everything to everybody"
11:30 personas consider how a hotel will make their stay a success
12:05 why do your guests like staying at your hotel? every hotel has a unique selling proposition
12:20 build rich content that shows personas experiencing your hotel
13:00 provide content that helps guests envision a terrific stay at your property
13:20 increase relevance of communications and content to your guests
14:00 context is absolutely critical - Embed Link:
One Comment
I really learned new perspectives of my guests from this presentation. I like the unusual questions to ask guests.
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