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What is a guest persona?

What is a negative guest persona?

A guest persona is a typical representation of your property’s guest demographic. Define your guest persona to understand the type of customers your property attracts so you can create targeted marketing campaigns and personalized experiences, as well as adopt your messaging and branding. Without knowing your guest personas, your efforts to attract more reservations might be weak. Understand who you’re marketing to, and it will be much easier to dial into what’s relevant to them.

Think of the negative guest persona (or the anti-persona) as the type of guest profile for whom your property is not a good fit. Think of the people who won’t be comfortable staying with you because they expect a different type of service or experience. For example, business travelers might not be at ease in a property without access to fast internet.

More Reservations. Happier Guests. 2

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Suggestions for your guest segmentation

Demographic segmentation

Gen Z Travelers
Families
Boomer Travelers

Style segmentation

Backpackers
Green / Eco Travelers
Luxury Seekers

Stay segmentation

Business Travelers
Vacationers
Digital Nomads
Wellness Seekers

More Reservations. Happier Guests. 3

©Cloudbeds. Proprietary and Confidential.

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Templates

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Demographics

Tom

Acuna

Age - 28

Location - Barcelona

Gender - Male

Income - 45,000

Guest Persona Template (example)

Background	Identifiers
Education, Profession, Family, Lifestyle Business degree Marketing associate Single Adventure seeker	Demeanor, Communication Preferences, �Social Media Platforms Friendly, outgoing Text message, email Twitter, Instagram, Linkedin
What are they looking for?	What don’t they like?
Tech friendly experiences Socially conscious environment Quick response to requests Contactless experience	Crowded spaces Unresponsive service Being oversold
Why are they travelling?	How do they research travel?
Primarily leisure, occasional business	Google, Tripadvisor Social media recommendations

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Demographics

Persona

Name

Age - Age

Location - Location

Gender - Gender

Income - Income

Guest Persona Template