Why hospitality brands need to get a higher view of their customers
Picture this: you’re at the base of a Ferris wheel, looking up, trying to predict who’s at the top, what they see, and what they want. You spend energy shouting into the sky, hoping someone hears you.
That’s what marketing feels like when you don’t know your ideal customer.
For tour operators, travel agents, and hoteliers, every promotion, every offer, every digital ad is a ride on that wheel. You’re spending money to go round and round—often without any real clarity or results.
But there’s a better way up. Buyer personas are your ticket to the top. They give you perspective, focus, and a strategy that works.
Did you know Zebras recognize each other by their unique stripe patterns, like fingerprints.
What’s a Buyer Persona, and Why Should Hospitality Brands Care?
A buyer persona is a detailed profile of your ideal guest or customer—built using real data, not assumptions. It tells you:
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Who’s booking your rooms or tours
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What influences their travel decisions
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What they value most (price, experience, convenience, sustainability, etc.)
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Where they spend their time online
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What kind of language or imagery moves them to book
Think of each persona as a seat on the Ferris wheel. Different views, different motivations. Together, they help you understand the full ride.
The Cost of Guessing: Why You’re Losing Money Without Personas
Without buyer personas, travel and hospitality brands fall into the same trap:
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Wasting money advertising on platforms their ideal clients don’t use
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Using messages that don’t connect
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Designing packages no one is asking for
That’s how marketing budgets disappear—and ROI stalls.
Buyer personas give your marketing direction. You stop guessing and start attracting.
Three Ways Buyer Personas Save You Spending (And Boost Bookings)
1. Increased Marketing Efficiency
If your hotel’s ideal guest is a 45+ leisure traveler, why spend your ad budget on fast-paced TikTok videos?
If your tour company attracts solo female travelers, is your messaging tailored to their safety concerns and exploration mindset?
Buyer personas help you spend where it counts, and speak in a way that feels personal and relevant.
2. Stronger Messaging and Offers
When you understand what your audience really cares about, your promotions go from generic to irresistible.
It’s the difference between saying, “20% off hotel rooms” and “Unwind after a long week with 20% off our garden-view suites, designed for quiet relaxation.”
You’re not just selling beds or buses. You’re selling experiences—and personas help you speak to the right desires.
3. Analyze, Adjust, Repeat
Personas aren’t static. As trends shift—remote work, eco-tourism, luxury on a budget—you update your customer profiles.
Think of it as a Ferris wheel that’s always in motion. Each ride gives you new insights. The better your view, the better your strategy.
So How Do You Build a Persona for Your Brand?
Start with what you know:
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Ask your past guests or clients: why did you choose us?
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Review booking trends and travel behaviors
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Talk to your front desk, tour guides, or sales reps—they know what guests ask, want, and love
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Use your data (Google Analytics, social media, booking forms) to spot patterns
Group those insights into personas. For example:
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“The Nairobi Business Weekender” – local professionals looking for a 2-day getaway
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“The Safari-First-Timer” – international guests booking their dream trip and relying on agent recommendations
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“The Digital Nomad” – remote workers looking for Wi-Fi, scenery, and community
Each has different needs—and different booking triggers.
Final Thought: Stop Riding Blind
In travel and hospitality, visibility is everything. And visibility begins with clarity—about who you serve and what they value.
Buyer personas lift you out of the marketing fog and give you a panoramic view of your audience. From there, your strategy becomes less about pushing and more about connecting.
If your brand is ready to stop spinning and start seeing, Brandsmith can help.
We’ll guide you through persona development so you can market smarter, not louder.
Let’s build your Ferris wheel view—together.
