Anyone who has ever traveled is a potential hotel customer, but not all of them are your potential customers. Who will choose your hotel? Are they traveling for business or pleasure? Are they in town for a wedding or other special event? Do they travel with small children? How often will they visit your city? Are they price conscious? Do they want the latest amenities? Luxury bedding and robes? Are they rugged outdoors types? Figure out your customers’ demographics and how they decide where to stay. Then identify their unique needs and draw up a plan for meeting those needs.