1.2 Ideal Guest Relationships

In the end we need to do three things:

  1. Reach Qualified potential guests
  2. Communicate the value of one or more services
  3. Communicate the value of an Ideal Guest Relationship

Your web site is a wide doorway to the world. Many, many people will visit our web site without being a potential guest.  However, a small percentage of those visitors will be potential guests.

Paying Attention to things that Matter

In considering who your ideal guests are think about:

  • your enjoyment in working with each target market,

  • economic costs and income associated with each,

  • cost of reaching the market,

  • your competitive advantages.

For your consideration:

Who makes up your target market? If you have multiple markets identify your primary and secondary markets. Are your customers different accross the seasons?

Brainstorm potential new target markets.

What % of your annual net will come from each of these markets?

Which of these markets has the greatest potential for your tourism business?

What are the characteristics of your most qualified potential guests. Describe the spend, frequency and season of visits.

Ideal Guest Relationship:

The IGR is clear and concise list of characteristics of your most desired guest relationships. Your IGR may need to be defined for each service or guest category/theme/niche of your business.

Write down the desired behaviours of your ideal guests.

This list of examples may help:

  • IGR pay their bills early
  • IGR visits multiple times each year
  • IGR visits for multiple days each stay.
  • IGR refer others.
  • IGR subscribe to and open our e-newsletter
  • IGR's pay for your services without reservation.
 

The only reason a potential guest, does not visit, is failure to communicate value.  Since different guests have different needs and value different benefits, you may need to describe your value in different ways.

Enhance your market research:

Subscribe to travel e-newsletters/sites such as:

Canadian Tourism News

Outside Online

National Geographic Traveller

TAMS Research

List the keywords that might describe your benefits and values... If your potential guest used these same words in looking for you, would you be able to communicate your ability to meet their needs using words and images?

This workshop is offered under the Strategic Tourism Development and Marketing Partnership for Northern Ontario, jointly funded by Industry Canada / FedNor, the Northern Ontario Heritage Fund Corporation and the Ontario Tourism Marketing Corporation.  Administrative support has been provided by Rainbow Country Travel Association.