Customer
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Type of customers generally
There are different types of customers, keep that in mind. Here are some remarks giving on the customer and the demand side of the market in general. Also check the page How do I get customers.
- Price buyers
Some of the customers are very sensible to price changes and will only be loyal to the lowest prices in the market. This is (luckily?) less then 10 percent of the total of all of the markets: we define this group as price buyers.
- Memory!
Keep in mind that you cannot just change your hotel strategy (for instance on price or promotion) very drastic every year. Therefor there are also limitations to the changes allowed in your decisions. Your have a certain image as to what customers think of you. This will last, which means in effect the main part of the (potential) customers will remember last year as well and will take this in account on deciding which hotel to choose this year. Related to your yearly decisions, though, customers do not look at last years prices at all.
- Elasticity
There is elasticity of the price in the market. But the price is just one of the items on which the market reacts. If the prices go way too low or way too high there will be a "buyers-strike" in the market, the elasticity will deliver an extreme reaction at a certain point as you (all) might have lost credibility then. This means people will choose for the competition on a higher level and might exchange a stay in a hotel for a long haul trip or a package deal or even buy new furniture instead of booking a trip. The total of the demand side then will shrink.
- Small differences
The customers are sensitive to price-differences, it is just not true that they are always looking for a bargain. But, if things seems to be a like a small difference in price or a psychological interesting price just may convince customers to book at your hotel.
- Last years costs made
As most costs are only related to one specific year, this means that they only have effect in that one specific year, keep that in mind.
- Random
There is a small group, no matter what you do, who chooses their hotel in a kind of random way. It is very hard to influence this group.
Customers so far
Take care of the wishes of your customers and other interest groups (stakeholders) as well as keeping the objectives of the hotel in mind combined with your own goals! On the page How do I get customers more information on getting your customers is given. In the documentation available so far, there is no distinction visible between which customers are booked in which rooms (renovated or not).
Type of customers leisure
There is no specific information on the type of customers. The hotel has always in the first place been aiming at the business market and in the second place on the leisure market. The type of customers attracted so far are an average of the leisure market. Not really a lot of families with children (due to the location in the city probably) and at an average room occupance of 1,7 per room still also a large group lot of people who travel alone.
Type of customers business
There is no specific information on the type of customers. The hotel has always in the first place been aiming at the business market and in the second place on the leisure market. The type of customers attracted so far are an average of the business market. (Almost) all rooms are occpied just by one person. It seems that the location (in the city) is appreciated highly by the business customers: so not somewhere in the outskirt of the city next to the highway. Next to that the hotel scores points for being a family owned and run hotel so with personal attention for the needs of its customers.
→ Go! Following the e-Manual? Step eight is the page how do I get customers, click here
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