2.1.3. Step 3: FOR WHOM? Defining Target Group


	Section 2: Starting a Rural Accommodation 2.1. From Idea to Plan: Creativity Sequence

2.1.3. Step 3: FOR WHOM? Defining Target Group

When you know developments of the market and have more or less a vision of your possibilities, you can take the third step - define your target group. What is it and why is it so important?

A target groupis a relatively homogeneous group of people (with similar age, sex, family status, education, salary, personal interests and needs, possibilities to travel) with similar service preferences. It means that tourists of one target group will have similar motives and possibilities to travel (both in terms of time they can spend on vacation and money they are ready to pay), thus, they will have similar interest to your offer. They will use more or less the same services and will judge about their stay at your place by the same criteria.

For a small business it is better to offer something special to a certain clientele than something commonplace to everybody. You cannot attract absolutely different / opposite groups of clients. So, the business is doomed to failure if you try to offer the same services at the same rate to young low-budget backpackers and business travellers – the former would never come as it is too luxurious and expensive for them, while the latter would consider such an accommodation under standard so their first visit would be their last one. If you determined your target group(s) correctly, you will be able to make the right choice of services, the most appealing building style, acceptable price, the most efficient ways of advertisement and sales. Thus, the knowledge of your target group(s) and adjustment of your accommodation to their needs are crucial for success of your business.

Most probably, the analysis of your location has already limited your possible target groups. So, for instance, if you plan an alpine shelter at the altitude of 2,700 m at the border with a nature reserve, the range of your potential clients will naturally exclude seniors or families with small children. It will be more represented by active vacation, adventure, sport, eco-tourists and youth groups. With your findings on the current and future demand during the market survey, you will be able to figure out your main target group.

Track-bounded accommodation service is oriented at individual tourists rather than groups, i.e. at the people looking for flexibility and active ways to spend time. Your clients will not be among the mass tourism category but a special interest group.

It is useful for you as an accommodation entrepreneur to have a clear idea of possible target groups and their typical characteristics.

Rural tourists :

Big share of domestic visitors and a limited share of overseas guests
People of different age and family status, often car owners who appreciate the proximity of rural accommodation to home
Average-higher income (almost all walks of life)
Length of stay: usually short breaks (1-3 nights), families with children – longer stay
Motivation to go to the countryside: appeal of the rural idyll in contrast to urban living, looking for peace and relaxation in natural surroundings, freedom and space
Expectations: scenic surroundings, authenticity, “traditional rurality”(e.g., atmospheric and characterful building, warm welcome and fresh bountiful food, regional dishes, friendly attitude of the locals, communication with the host), popular activities (walks, enjoying views, heritage attractions, sport), affordable pleasant stay with the family, value for money
“Word of mouth” is the most important way of advertisement – recommendations by friends, relatives and acquaintances account for almost half rural area visitors

Adventure tourists:

Individuals mostly of 25-40, with average - high income, independent, self-reliant
Motivation: escape from routineof everyday life, looking for excitement and risk (unpredictability), exploration and evaluation of self
Expectations: availability of exciting experiences, active sports posing physical challenges (ski, rock climbing)

Active family tourists:

Motivation: relaxation, unification of the family, interaction with each other in unique, intimate setting
Expectations: locations far-away from masses but preferably accessible by car, small-sized accommodations, enjoyable diverse activities for entire family, safety for children, preference for all-inclusive basis (accommodation, car rental, hiring of gear and equipment if needed)

Eco-tourists:

Individuals (couples), age 35-54, higher education, average-higher income, active lifestyle
Length of vacations: from 8 to 14 days
Motivation: watching wildlife, relaxation in scenic natural surroundings, learning about the culture, interaction with community
Expectations: mid-range accommodations in the beautiful natural setting, quietness, simplicity (but not too basic), local cuisine and field meals, multiple activities (especially walking tours), cultural and heritage experiences, knowledgeable guiding

Senior tourists:

Couples aged 50 or over, with high income
Vacations: Long vacations, often during off-peak seasons
Motivation: relaxation, desire to develop personal relations and make friends during the trip, improvement of health
Active participation in activities corresponding to available health resources
Expectations: peace and quietness, good-weather conditions, mid-priced accommodations of acceptable quality, higher level of comfort, different cultural experiences,priority issues - safety and security, often – demands related to health (e.g., non-smoker rooms and dining areas) and age (luggage-handling, possibility of additional services such as transfers, ease of access within accommodation), etc.

When you know your potential target group, you are ready to take the next step - develop a product that will satisfy your target group.

2.1.2. Step 2: WHERE? Evaluating the Location

2.1.4. Step 4: WHAT? Developing the Product