HospisHospis
Soforthilfe
Back·Concept

We don't know exactly whose ideal hotel we are

“For everyone looking to relax” — and therefore nobody's first thought

Typical for: houses in their second or third generation · properties serving families, couples, sports guests and conferences at the same time · houses with a declining share of regulars

Documented by Hospis

Updated: 25 August 2026

How you recognize it

  • The website addresses families, couples, hikers and conference guests on the same page
  • Inside the house the guest groups disturb each other — children in the spa, a seminar in the breakfast room
  • Investments follow trends, not the guest: a yoga room today, a bike room tomorrow
  • Regulars come less often, and nobody knows which ones are leaving
  • Pricing questions are answered with “depends on who is asking”
  • The question “who are we not for?” has never been asked

Matching Hospis

SF

Sophia Marie Fehr

Concept · Brand core & positioning — Vienna
Works with Adobe Creative Cloud · Mews
Advise

Her core focus: target guest and brand core as a decision — clarity about who the house is for, before anything is communicated.

Mapped to root cause
Deciding who you're not forOffer & identityCommunication with an addresseeFacilitated decision
View profilePersonally vetted · independent match
JT

Javier Torrente

Operations · Concept development · Team building — Palma de Mallorca
Works with protel · Mews · Mews POS · Smart Host
AdviseImplementOperate

His core focus: delivering the chosen target guest in operations — aligning offer, spaces and workflows so the decision becomes tangible in the house.

Mapped to root cause
Guest data analysisOffer & spacesWorkflows & rulesConcept development
View profilePersonally vetted · independent match

Which path fits your situation?

01

Diagnosis

390 € fixed price

A vetted Hospi analyses your situation in a structured way — in conversation and with a written result. Every statement clearly labelled: FACT, BENCHMARK, HYPOTHESIS or CONCLUSION. You get a concrete path, not a sales meeting.

  • A legitimate outcome is also: no engagement needed.
  • If an engagement follows, the diagnosis fee is fully credited.
02

Urgent support

Acute situation? Your case is reviewed with priority — response within 48 hours.

Cause fields — how to tell them apart

An unclear target guest is not a marketing problem. It is a decision never taken — and everything in the house pays for it: offer, price, team, occupancy.

These fields are complete, and many properties get there on their own — that is what this page is for. The cost simply does not appear on an invoice: internal hours, a few attempts, and a season that keeps running in the meantime.

01

Nobody wanted to exclude anyone

How you spot it

Every guest group that ever booked was folded into the offer. Nothing was ever deliberately left out. The house is a compromise built from twenty years of enquiries.

The way out

Answer the question “who are we not for?” seriously. A house that serves three guest groups very well is fuller than one that serves eight groups adequately. That is a leadership decision, not an analysis.

02

The house never looked at its own data

How you spot it

The PMS knows who returns, who spends most, who writes the best reviews. That analysis does not exist. The target guest is described by gut feeling — and the feeling is from back then.

The way out

Sort the guests of the past three years by return rate, spend and length of stay. Describe the top twenty percent: who they are, why they come, what they have in common. That is the target guest — they are already here.

03

The offer never fully fits anyone

How you spot it

The spa is built for couples, breakfast for families, the restaurant for half board, the rooms for everyone. Every group finds something that is not for them — and notices it.

The way out

Align offer, spaces and rules with the chosen target guest. What does not fit gets rebuilt, repurposed or dropped. A house with a clear target guest is allowed not to offer things — that is its strength.

04

The communication has no addressee

How you spot it

Texts and images address “guests”. No sentence on the website would make a specific person feel addressed. So nobody feels addressed.

The way out

Write for one concrete person — with a name, an age, an occasion, an expectation. Every text, every image, every offer gets checked against that person. Once you know the person, an hour delivers what used to take weeks.

Frequently asked

Do we lose guests if we commit?
A few. The ones who only came for the price anyway. The others come more often, stay longer and recommend you — because the house is finally made for them.
Can we have two target guests?
If they do not disturb each other and want the same house, yes. Families and quiet-seekers in the same spa: no. The question is not the number, it is the compatibility.
Isn't this the same as positioning?
The target guest is the first half of it. Once you have it, you can say the second half — why this house for these people — in one sentence. See “Positioning doesn't justify the rates”.

Describe your situation

The problem context is automatically included — you do not need to repeat anything.

Problem
We don't know exactly whose ideal hotel we are

Related situations

House needs a sharper position to justify rates

Loved by locals, invisible to the next guest segment.

View solution

We lack a brand that truly carries

Without a brand core, everything stays arbitrary.

View solution

We do nothing with our guest data

Repeat guests aren't won back deliberately.

View solution
See all problems