February 12, 2021

Understanding the Demographics & Platforms to sell on

This artice is part 2 in our series Marketing for Small Hotels lets talk about which platforms are best suited for you to promote your content and gain traction to build your brand.

If you have already followed the first video / article then you already have build a Guest Profile, if not then follow the link to the Artcile that would help you with building a Guest Profile.

Your Guest profile will help with the demographics and this would help you choose which platform your content is most likely to get you best results.

Understanding the Demographics : Baby Boomers, Gen X, Gen Y, and Gen Z Explained

Baby Boomers as they are also referred to in many parts of the World. This is the Generation that was born between 1946 and 1964. They're currently between 57-75 years old and travel either with Friends groups or with Families. Very good with research, You would mostly find these on Facebook and if this is your targeted audience then Facebook is where you should be. They have time and would read every word so invest in a Good copy if this is your target audience.

Gen X: Gen X was born between 1965 and 1979/80 and is currently between 41-56 years old. You will find this audience on 3 platforms Facebook, Instagram and Linkedin. You can target this audience for Leisure as well as MICE and Weddings. The Best platform to sell Leisure and Weddings would be Facebook and Instagram and Linkedin for MICE. Once again make sure that you have a Great copy of the product you offer and make it as descriptive as possible.

Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. They are currently between 25 and 40 years old. A Vast majority of this audience is on Instagram but you may find some of them on Facebook as well. All of them would definitely also be on Linkedin as well, As with Gen X you can target them on all platforms. If you are into selling MICE / Business solutions then it makes sense to target this audience as they usually have some sort of Influence. Very visual audience reacts totally to visual impact that your videos and Images have so invest in good Visuals. Very comfortable with online so they make excellent retargeting audience as well,

Sometimes Gen Y is also sub-divided into
Gen Y.1 = 25-29 years old:
Gen Y.2 = 29-39

Gen Z: Gen Z is the newest generation, born after 1996 they grew up in a Strong economy and booming markets (may be changing now due to COVID-19) they make up for the youngest Travellers we may have, They would usually be hanging out on Instagram or Snapchat. If this is the audience you want to target, specially if you have offer adventure experiences then this should be your go to audience. You will need to curate a strong Instagram strategy with lots of strong visual creatives and #hashtags. Your content strategy needs to be more videos and you should Leverage a lot of user generated content. This is the Generation that may at times need upto 15 touch points so lots of retargeting may be needed.

The Key take away for you here would be:

Facebook is a great Platform for you to share Content with everyone. Link your Facebook Page and Instagram Business account and run Promotions from Facebook Business manager. (it would work for both Facebook and Instagram)

Linkedin is a Great place for your to build your Brand and do not Ignore the power of Linkedin, specially the quality of leads you will get from Linkedin. Invest in writing articles on Linkedin and using that as a Tool for lead generation. We have even leveraged Linkedin for generating leads for Leisure, the Quality of leads is really high and using the right hashtags would work wonders for your Brand.

So here you have all the details you should know about the demographics and what platforms they hangout on. Please do share your feedback in the comments,

Is there a specific problem you are trying to solve in your marketing. Please let me know in the comments section. Thank you taking the time to read this.

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Marketing Tips & Insights for Small Hotels & Home Stays
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