Tourists and what we know about them are at the heart of powerful and effective tourism marketing. In order to address guests even more precisely, Switzerland Tourism (ST) now provides the industry with “Personas”, empirically based guest profiles. In leisure tourism, for example, these include active adventurer Jo, explorer Kris, relaxation-seeker Lou and connoisseur Quinn – to name just a few of the new leading characters. Business tourism marketing is now also characterised by specific, individual personas. These MICE personas are typically event planners and event organisers, such as networker Bobby or strategist Alex.

In contrast to other strategies and analysis approaches in marketing, the new personas focus primarily on guests’ needs and on their environment, rather than on individual activities.

The new personas approach is scientifically sound – more than 4,500 people worldwide were surveyed in order to establish a data basis. Those surveyed included travellers who had already been to Switzerland as well as respondents who were planning to take such a trip within the next two years. In contrast to previous data, the latter group in particular was analysed for the first time and thus provides significant added value.

ST’s marketing can now be personalised even further, increasing the likelihood of a response to messages as well as targeting accuracy. Personas also support strategic decisions, as they offer clear picture of what guests want. Last but not least, personas help to set a brand apart from its competition by offering a unique, customised experience for certain segments of the target group.

Hotel Marketing Days on Tour as a “personas service” for the industry

ST presented the personas approach to the industry at the “Hotel Marketing Days on Tour”, among other events. In ten different regions, the experts from both ST and HotellerieSuisse provided a deeper insight into the three personas that are most common in the respective regions. The marketing experts also provided information on how the personas can be used to benefit businesses’ day-to-day operations.

The industry publication “hotelrevue” reported twice in detail about the new personas approach and the value that this brings, particularly for accommodation providers.