Can independent hotels attract multiple traveler types?

We believe that diversifying your guest base is a valuable strategy for sustained business growth, but only if you have the right approach.

In this blog post, we'll outline the key steps to help you successfully attract multiple traveler types to your independent hotel.

Independent hotels need to be strategic with audience targeting

As an independent hotelier, you’ll be familiar with this key challenge of hotel management. While you understand your ability to offer unique, tailored experiences that attract a well-defined traveler type, you also fear that relying too heavily on a single demographic could limit your revenue potential.

Unlike those who manage large hotel chains that cater to broad audiences, you know you need to be strategic in how you position your property if you want to remain competitive while ensuring a steady flow of bookings year-round.

But you’re not without your advantages. One of the key advantages as an independent hotel is the ability to ‘niche down’ and provide highly personalized experiences that resonate with specific traveler types – whether it’s business professionals, solo adventurers, family vacationers or any of the groups we outline in more detail below.

This allows for more effective targeted marketing and a stronger brand identity, making your hotel stand out in a crowded market. Revenue management also benefits, as tailored experiences justify premium pricing and increase guest satisfaction, leading to higher repeat bookings, positive reviews and referrals.

However, finding the right balance between differentiation and broad appeal is essential. While catering to a niche builds loyalty and attracts high-intent travelers, your independent hotel should diversify its offerings to remain adaptable.

For example, if yours is a boutique hotel that primarily targets luxury travelers, you can introduce seasonal discounts for budget-conscious guests during off-peak months or create packages that appeal to groups and corporate events.

This flexibility helps maintain consistent occupancy rates and long-term profitability without diluting your hotel’s core identity.

This brings us to the specific top-line hospitality industry niches we’ve identified.

Where and how people travel: 7 Traveler types to know

Segmentation is like creating different music playlists for different moods; you tailor your offerings to different customer preferences

But, for the purposes of this article, we can usefully divide almost every guest into one of seven traveler types – although many will be members of more than one.

Let’s review them in turn, summarizing how they’re defined, how you can appeal to them and why you’d want to.

1. Leisure travelers

Leisure travelers are individuals or groups who travel primarily for relaxation, sightseeing and personal enjoyment. They often seek unique experiences, comfortable accommodation and convenient locations near attractions, beaches or cultural hubs.

Depending on their budget, they may prioritize affordability or indulgence, but all leisure travelers look for value and memorable stays.

To attract this group, you should highlight local area experiences, seasonal packages and special promotions on your website and social media channels.

Offering bundled deals – such as stay-and-dine packages, guided city tours or wellness retreats – can be an effective way to appeal to leisure guests.

A valuable year-round target audience, leisure travelers are especially important during holiday periods and summer months. However, attracting off-season leisure travelers through discounted rates and curated experiences can help sustain revenue during your slower periods.

2. Business travelers

Business travelers tend to prioritize convenience, efficiency and amenities that support productivity. They typically seek hotels with business centers, meeting spaces, strong Wi-Fi and proximity to corporate hubs or conference venues.

Many are frequent travelers, meaning that if you offer loyalty rewards and personalized services, you have a good chance of building long-term relationships.

To appeal to business travelers, it’s wise to emphasize reliable services, flexible booking policies and exclusive business perks.

Your marketing strategies could focus on the likes of LinkedIn advertising, corporate partnerships and email campaigns that target travel managers. You can also upsell business-friendly upgrades such as airport transfers, early check-in or premium workspaces.

Business travelers are a great market to focus on, particularly during weekdays and off-peak seasons, when corporate events and conferences drive demand even in slower periods.

3. Budget travelers

Budget travelers seek affordable yet comfortable accommodation, often prioritizing low-cost lodging, free amenities and deals over luxury. They may include students, backpackers or cost-conscious families who are willing to forgo premium perks for a better rate.

To attract budget travelers, focus on things like pricing, free Wi-Fi, complimentary breakfast and value-added services like communal lounges or shared kitchen spaces. If you have the resources, engaging influencer marketing campaigns, travel blogs and price-driven social media ads can also help capture this market.

Budget travelers are particularly valuable in low seasons, as they are often more flexible and responsive to discounts. By creating affordable travel packages and last-minute deals, you can maintain more of your occupancy when demand dips.

4. Luxury travelers

As the label would suggest, the luxury traveler prioritizes exclusivity, comfort and a high-end, high-quality customer experience. They expect personalized service, top-tier amenities, fine dining and unique, upscale accommodation.

This group includes affluent couples, high-net-worth individuals and travelers with special occasions on their mind, such as honeymoons or milestone celebrations.

To attract luxury travelers, it’s worth highlighting bespoke services, VIP treatment and high-end amenities – spa experiences, private excursions and gourmet dining.

Alongside your other marketing efforts, you should focus on high-end travel magazines, influencer partnerships and exclusive loyalty programs.

Luxury travelers are a strong segment all year round, but they’re especially valuable during holiday seasons and special events when they are more likely to splurge on premium experiences – so make sure you deliver what they pay for so they don’t leave disappointed.

5. Solo travelers

Solo travelers include both business and leisure guests who travel independently. Seeking safe, convenient and engaging experiences, they often look for social opportunities, flexible accommodation and well-connected locations. Digital nomads and adventure seekers fall into this category.

As a hotelier, you can attract solo travelers by offering and promoting single-occupancy rates, co-working spaces and curated local experiences. Social media engagement, solo travel packages and community events also constitute effective marketing to this group.

Solo travelers are a good audience to target the whole year round too, particularly in urban areas and adventure destinations where independent exploration is common.

6. Family travelers

Family travelers prioritize spacious accommodation, child-friendly amenities and convenience. They often book multi-room suites, require flexible meal options and look for entertainment options suitable for all ages.

To appeal to families, consider promoting family packages, kids-stay-free offers and engaging activities like children’s clubs or themed events. Facebook ads, family travel blogs and partnerships with family-friendly attractions can be effective marketing channels.

Family travelers are particularly lucrative during school breaks and holidays but, with enticing package deals, can also be encouraged to visit during your low season.

7. SMERFs and group travel

SMERFs: social, military, educational, religious and fraternal groups – and other group travelers are often cost-conscious but always reliable guests. They typically book room blocks, event spaces and group-friendly amenities for reunions, retreats and conventions.

You can attract SMERFs and group bookings by offering discounted group rates, meeting facilities and tailored itineraries. Your marketing should focus on direct outreach, partnerships with event organizers and targeted email campaigns, for example.

Since these groups travel based on fixed schedules, they can be a stable source of revenue in low seasons, making them an essential market segment to pursue.

How to identify which traveler types to market your hotel to

Alongside these tips for success at your independent hotel, it’s crucial to focus on the right traveler types, which will enable you to optimize your marketing efforts and drive consistent bookings.

By identifying the hotel guests most likely to book – based on things like past data, guest feedback and booking patterns – you can craft targeted messaging that appeals to those guests’ priorities.

Recognizing common interests between groups, such as business travelers and solo travelers valuing convenience, helps ensure that your marketing remains broad enough to capture demand while still feeling personalized.

Let’s look a little more closely at two components of this thinking.

Consider what type of traveler visits your destination

Understanding your property’s typical visitor profile is key to targeting the right audience. If you research tourism trends, event calendars and competitor guest demographics, you can determine whether you have a better chance of attracting business professionals, families, budget travelers or luxury seekers – or any combination.

Such insight will help you align your offerings with existing demand and identify untapped opportunities to stand out.

Assess what type of hotel you are (or who you want to be)

Your hotel’s amenities, service style and location play a major role in determining your ideal guests. Consider what sets your property apart, whether it’s high-end dining, boutique charm or affordability, and focus on the travelers who value those features.

At the same time, be realistic about your resources; repositioning a hotel to attract a different audience means you must invest in staff training, renovations and new services, so ensure any strategic shift is feasible.

Enhance the guest experience to win over travelers and drive repeat bookings

Beyond delivering exceptional experiences, optimizing your distribution strategy is crucial for showcasing those very experiences to potential guests.

A powerful channel manager, like Lighthouse's, ensures your carefully curated amenities and compelling marketing messages reach the right travelers across all your OTA channels.

By streamlining distribution, automating updates, and highlighting your unique offerings, you maximize visibility and attract guests eager to experience what sets your hotel apart.

This not only increases bookings but also reinforces the value proposition that turns first-time visitors into loyal, repeat guests, solidifying your hotel's long-term success.

Then it’s up to you to deliver an exceptional stay - that's what turns first-time visitors into loyal, repeat guests.

Providing personalized service, thoughtful amenities and memorable experiences creates lasting impressions that lead to positive reviews and word-of-mouth referrals.

By consistently exceeding expectations, you can build guest loyalty, which in turn encourages travelers to make repeat visits and recommend your property, ultimately driving long-term revenue and reducing reliance on costly new customer acquisition.