MODULE 16
Guest avatars turn a generic property into a solution. A medical family, contractor crew, relocating executive and weekend couple need different layouts, terms, communications, amenities and booking channels.
Create evidence-based guest avatars.
Map each avatar to acquisition channels and property needs.
Avoid unlawful or exclusionary screening assumptions.
A useful avatar describes trip purpose, party composition, booking lead time, stay length, budget, location needs, work and access requirements, likely questions and service risks. It is not a stereotype based on protected personal characteristics.
Use the avatar to make operational decisions: bed configuration, workspace, parking, kitchen equipment, check-in support, cancellation settings and communication timing.
Map each avatar to realistic channels such as booking platforms, relocation providers, project coordinators, insurers, health organisations, education, local employers or direct referrals. Each channel has different lead times, commission, contracting, invoicing and service expectations.
Do not assume a direct channel is free. Include sales time, payment terms, account management and concentration risk.
A platform listing may lead with guest outcomes and property features. A corporate buyer needs availability, rates, invoicing, safety, service response and consistent documentation. Build separate materials while keeping the underlying property promise accurate.
Review actual enquiries and bookings to refine avatars. Retire an avatar when evidence does not support it.
A listing targets tourists, executives, families and party groups at once. Messages conflict and the property lacks a desk and parking. The operator selects relocating families and visiting professionals, changes the setup and builds channel-specific outreach to relocation and health contacts.
Define the trip, stay, property, service and channel requirements using evidence.
Compare commission, acquisition effort, payment timing and concentration risk.
It connects observable guest needs to property, service, channel and operating decisions.
Stereotypes or screening assumptions based on protected characteristics.
Because acquisition and account management consume labour even without a platform commission.
Trip purpose, party composition and length of stay
Budget, decision criteria and booking lead time
Required amenities and service standards
Channel preferences and payment process
Risks, objections and support needs
Choose three realistic guest segments
Describe their travel problem and booking process
List non-negotiable property features
Map online, referral and direct demand channels
Define the offer and message for each segment
Guest avatar sheets
Channel map
Partnership list
Segment-specific value propositions
Defining avatars only by age or income
Targeting groups the property cannot serve
Relying on one booking platform
Ignoring who authorises corporate or insurance bookings
Promising accessibility features without verification