The practice of dividing your target market into smaller groups based on shared characteristics, such as travel purpose, budget, or group size.
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Glossary Term: Target Audience
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A semi-fictional representation of your ideal guest, based on research and data about your existing and potential customers. Creating detailed buyer personas helps short-term rental hosts tailor their marketing efforts, property amenities, and communication strategies to attract their target audience.
The ability to communicate the unique value proposition, personality, and benefits of a short-term rental property clearly and concisely to potential guests.
The process of providing evidence or rationale to support the chosen brand messages for a short-term rental, ensuring they are credible, relevant, and resonate with the target audience.
Specific words and phrases that capture the essence of a short-term rental’s brand and resonate with potential guests, used strategically in marketing materials and online listings to improve visibility.
A visual representation of how different brand messages connect to specific target audiences, customer needs, and marketing channels, providing a clear roadmap for communicating effectively with potential guests.
The process of gathering insights and data about the target audience, competitive landscape, and market trends to inform the development and refinement of effective brand messages for a short-term rental.
A marketing strategy that focuses on targeting specific guest demographics and aligning property listings and messaging with their interests and preferences.
Creating and distributing content, such as blog posts, social media updates, or email newsletters, that resonates with the specific interests and preferences of the target guest demographic.
Marketing short-term rentals by appealing to guests’ desires for luxury, unique experiences, or destinations they dream of visiting.
Leveraging university or school alumni networks to promote short-term rental properties, targeting a specific demographic with shared affiliations.
A niche travel market that presents opportunities for short-term rental operators, catering to travelers seeking outdoor activities, adrenaline-pumping experiences, and unique destinations.