12A - Figuring Out Buyer Behavior

The market segment that I will be working with are men and women in their late 20s to mid-30s. These couples are adventurous, environmentally conscious, and they are active within their communities.

Interviews:

1-      Interviewee 1 is a big fan of traveling and really appreciates the ability to get away from it all and discover new places on a more personal level. Interviewee 1 stated that the need to travel arises mostly during stressful times in life and at work. When this interviewee feels the need to travel arise, she starts to browse different travel sites to see what kind of destination she is interested in. Then she checks for hotels or rental properties in the area and she makes her decision. She makes her decision mainly on amenities, location, and price.

2-      Interviewee 2 is always excited to be spontaneous and have interesting adventures. For him, planning a trip isn’t typically a drawn-out process. Him and his friends typically plan trips just before they take them and they are not very methodical in their approach. He travels for the adventure and to get to know a new place. He typically just looks for what is available at the time and location is the most important feature that he looks for.

3-      Interviewee 3 has similar views to interviewee 2 on spontaneity, however, she does tend to do more research on the destinations. She travels to discover new places, try new foods, and take a break from daily life. When she makes travel decisions, she focuses extensively on the positive or negative reviews of the property. She also asks family and friends about fun opportunities in the areas that she is traveling to.

Overall, this segment will definitely work for my service because the B&B will hit all of the key points that these travelers look for when booking. These interviews gave me better insight on how to market my business and communicate better with my target demographic.