Defining Your Target Guest for Your STR or Boutique Hotel



When it comes to maximizing your short-term rental or boutique hotel’s appeal, understanding your target guest should be your number one priority. This knowledge not only shapes your marketing strategy but also influences your interior design choices and guest experience offerings. 

Read on for PWD-Approved tips to define your target guest effectively.

1. Location Insights: What Type of Person is Drawn to the Area?

The location of your property plays a key role in attracting guests. Consider the demographics and preferences of those who are naturally drawn to the area. For instance, if your property is situated in a vibrant urban center known for its nightlife and cultural scene, your target guests might include young professionals, couples seeking a romantic getaway, or tourists looking to immerse themselves in the local arts and entertainment.

On the other hand, if your property is nestled in a serene countryside or coastal town known for its tranquility and outdoor activities, your target guests may lean towards families, nature enthusiasts, or retirees seeking relaxation and rejuvenation.

For Example – Check out the contrast between these two Pink Wall Designs projects: 


Karaoke Room: In addition to the games room, large pool, and other exterior attractions, this home features a music & karaoke room that’s perfect for family fun in this residential Tulsa neighbourhood.


Rosé Feature Wall: Located in Niagara on the Lake, Ontario, Canada, a wine lovers paradise, The Rosé house caters to adult getaways. This is clear when guests walk into the home and spot this unique feature wall.


2. Local Attractions: Who Do They Appeal To?

Evaluate the local attractions and amenities that surround your property. Are there historical sites, museums, or theatres nearby? These may appeal to culturally inclined guests such as history buffs, art enthusiasts, or theatregoers.

If your area boasts trendy shopping districts, gourmet restaurants, or lively bars, your target guests could include fashion-forward travellers, foodies, or nightlife aficionados.

Consider the demographics these attractions cater to—whether it’s specific age groups, income brackets, or interests—and tailor your guest experience to align with their expectations.


3. Tourist Attractions: Major Draws to the Area

Identify the major tourist attractions that bring people to your area. Is there a famous landmark, annual festival, or natural wonder that entices visitors? Understanding the primary motivations for visiting can help you pinpoint your target audience.
For example, a property near a renowned music festival might attract younger crowds interested in music and nightlife, whereas a property near a national park might appeal to adventure seekers and families looking to explore the outdoors.


For Example – Check out this PWD project in Duluth, Minnesota, in walking distance to Pike Lake!


4. Competing Accommodations: Understanding the Landscape

Research the competition in your area. How many other accommodations are there, and what are they like? Evaluate their price points, amenities, and target demographics.
If neighbouring properties are upscale boutique hotels with luxury spa services, your target guests might value premium amenities and personalized service. Conversely, if there are budget-friendly vacation rentals catering to families, your target audience might prioritize affordability and family-friendly features.



Understanding who your guests are and what they seek allows you to not only attract more bookings but also foster a loyal guest base who appreciates the unique experience your short-term rental or boutique hotel provides. Start by analyzing these key factors to refine your target guest profile and elevate your property’s appeal in the competitive hospitality market.



Need some help with defining your target market? The Pink Wall Designs Team is here to help! 

Book a complimentary consultation with us, below to discuss your project today, and join our PWD Academy for more insider tips, and resources!

Coming up: Stay tuned for more insights on how we conduct market research to define your audience and design with them in mind!

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