Demographic Information
Age: The Fairfield Inn & Suites targets people over the age of 21. Since in most states you have to be 21 years of age to rent a hotel room, that is the target audience. The main target is working aged people (25-60) or retired people (70+).
Gender: There is no particular demographic in regard to gender at the Fairfield Inn & Suites.
Location: Travelers from out off state or on the other side of the state.
Occupation: This company targets people who travel for work. Including traveling nurses, physical therapists, truck drivers, or sales representatives.
Psychographic Information
Interests & Hobbies: This company markets towards travelers, photographers (because of location), hikers, and workers.
Values and Beliefs: The people The Fairfield markets to believe are good customer service, safety, time efficient, and just basic human decency.
Lifestyle: People who plan a lot of trips, frequent travel for work, and have a busy schedule.
Behavioral Information
Buying behavior: With the loyalty program, it encourages people to stay often because it can get them points or a higher status within the company. The more nights a year the customer stays, the higher status they can receive. That is why they target frequent travelers.
Online Behavior: The Fairfield Inn & Suites has a large online precense like on Google reviews, Google maps, Facebook, and TikTok.
Goals and Objectives
Short term goals: The short-term goal of someone who is staying at the Fairfield Inn and Suites of Spearfish is to have a nice, safe, clean place to stay where all of their needs are going to be satisfied.
Long term goals: The long-term goal of someone staying at the Fairfield Inn and Suites of Spearfish is to gain a loyal place to stay that they can rely on in the future.
Quotes from Google reviews
“Fantastic all around. Great front desk staff, clean and comfortable rooms with a complimentary breakfast. It met our needs and we will definitely stay here again when we visit the Spearfish area.”
“We were stranded due to bad weather. The manager got us in early in the day without a reservation. She was incredibly helpful and so sweet. I would go back just to visit with her. The stay overall was wonderful. Breakfast was quite good with better variety and quality than most.”
Customer Persona
Name: Tyler
Age: 45 years old
Occupation: Traveling nurse
Goals: Tylers goal to be able to help all of the people he can by being a travel nurse while still being able to live an affordable and realistic lifestyle. He enjoys traveling around the United States to help people who are struggling with their health.
Challenges: One of Tylers biggest struggle is being able to find places to stay and eat that will not break the bank. Since he is traveling all of the time, he cannot exactly tie himself down at one spot. Traveling, a place to stay, and having food to eat every day is not cheap.
Personality: Tyler is an outgoing, caring, optimistic guy. He loves helping other and being around people. He likes to try and see the good in every situation which is why he likes helping people in need. While he likes talking to people, he also likes his alone time watching television.
Sources
Where Can We Take You? | Endless Experiences & Top Locations | Marriott Bonvoy
Fairfield by Marriott Inn & Suites Spearfish – Google hotels
