Your bed and breakfast is a niche product, and it benefits you to market your property to specific types of travelers.

But not everyone is interested in staying in your unique type of accommodation, so you won’t want to waste your precious marketing dollars on people who have no appreciation for a B&B like yours.

So, what guests should you try to attract?

These are the best types of guests to target during your next promotional campaign:

The Solo Travelers

Solo travelers are increasing in numbers, as more and more people are looking to explore the world on their own. In fact, about 25% of adults have never been married or are divorced, and they’re motivated to travel.

Why they’re a good fit for your bed and breakfast:

Solo travelers are going it alone, but that doesn’t mean that they want to feel lonely. A bed and breakfast provides them with a home-like atmosphere and an opportunity to socialize.

They will appreciate the personalized touch that you put into your property, and enjoy the authentic experience.

In addition, they know that they will have a chance to meet new people as they dine at your location or explore your grounds.


Millennials love to travel, but they particularly enjoy traveling when it’s convenient for them.

More than 52% of Millennial travelers book their accommodations, tours and activities on a mobile device.

They are likely to make decisions at the last minute, and they want to be able to get the information they need in the time and place that is most convenient for them.

Why they’re a good fit for your bed and breakfast:

Millennials value the local experience that they will receive at a bed and breakfast. They aren’t looking to stay at a chain hotel — they really want to immerse themselves in the local culture of the destination that they visit.

They also value personal touch, and prefer to have expert recommendations available from locals who have insight into the community.

Another benefit to segmenting Millennial travelers is the fact that they will do your promoting for you. They are most likely to post that fabulous home-cooked breakfast on Instagram!

Baby Boomers

Baby Boomers are aging — but they aren’t slowing down. Many in this generation are retiring and looking to travel the world.

In fact, in the United Kingdom, this is quickly becoming the largest and most powerful group of travelers.

Why they’re a good fit for your bed and breakfast:

Baby Boomers appreciate the personalized touch that you provide at a bed and breakfast. They also love socializing while they travel, and your property gives them an opportunity to meet new people.

Segmenting your guests and targeting a specific audience can help you increase your direct bookings over time.

To find out more information about how to market to these groups effectively online, download the Little Hotelier online marketing guide today.

By Dean Elphick

Dean is the Senior Content Marketing Specialist of Little Hotelier, the all-in-one software solution purpose-built to make the lives of small accommodation providers easier. Dean has made writing and creating content his passion for the entirety of his professional life, which includes more than six years at Little Hotelier. Through content, Dean aims to provide education, inspiration, assistance, and, ultimately, value for small accommodation businesses looking to improve the way they run their operations (and live their life).