Know Your Customer
In hospitality, not all guests are equal. Some grab the cheapest deal and never return. Others? They’re loyal, spend more and recommend you everywhere. The challenge: how do you attract more of the right guests?
Audience mapping is the answer - yet nearly half of UK hospitality businesses admit they haven’t done it in years. That means wasted marketing spend and missed growth.
What Audience Mapping Really Means
It’s more than “families” vs “business travellers.” It’s about guest personas:
Where they live
Why they travel
How they book
Which brands they follow
Where they get travel inspiration (TikTok, Instagram, reviews, friends)
With this, hotels, restaurants and tourism brands can run marketing that actually works - driving bookings, repeat visits and loyalty.
How to Start Audience Mapping
You don’t need a big budget. Use what’s already at your fingertips:
Website analytics & booking data
Social media insights
Short guest surveys
Staff feedback
Online reviews (yours + your competitors!)
Want new audiences like Gen Z, international travellers or high-spend guests? Use free industry reports (VisitBritain, ONS), social trend tools, competitor analysis or even local focus groups.
Map the Guest Journey
Once you know your audience, map their journey:
Discovery – how they first hear about you
Planning – how they book
On-site – what makes them happy
Sharing – how they spread the word
That’s your blueprint for smarter hospitality marketing.
Finally keep It fresh
Personas aren’t static. Travel habits, economies and algorithms change. Refresh at least once a year. Guessing is costly — knowing is growth.