Customer Interviews
Interview 1
1. What is the hardest part about being someone who enjoys outdoor activities in remote areas and looking for affordable luxurious accommodations?
2. Can you tell me about the last time you traveled and had a challenging experience?
3. When did you last try to resolve your travel issue?
4. What's not ideal about that solution?
5. What is the most important feature in a vacation rental to you and why?
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SUMMARY
10-13-2023 | 7:45pm | Google Meets | Single White Male, Divorced, Adult Children, Former Sales Executive, Cyclist | Age 52
* He was in an upbeat mood and excited to talk about his hobbies and experiences traveling.
* He really values his alone time after work to decompress and explained that being an introvert in sales is really hard. He also values physical activity outside, mainly cycling, and spending time with his friends and 85-year-old mom that lives with him.
* When traveling in remote areas, particularly looking for Short Term Rentals (STR) near good trails, having reception and access to WIFI is really important. He wants to feel like he is in nature but still be within an hour of civilization. He desires to have transparent booking expectations and clearer understanding of surrounding amenities.
* He has tried to use google or Angie's list in the past to find out more information about an area he has not visited before. He specifically wanted to know in advance area crime rates.
* He is not satisfied with the current solution of using third party sites to find out information about an area or the STR specifically.
* He wants to have a more streamlined way to have accurate information about the STR and the surrounding community.
* He typically uses google, referrals and Airbnb to find places to stay.
* On his last stay he traveled to Brevard and the location was great because it was close to amazing trails but there was nothing else to do around the room was safe and clean but not luxurious. This left him desiring for more. He prefers to travel in a small group and believe traveling is best when it is shared.
Analysis:
Jack's problem is finding safe and comfortable accommodations that are close to great trail systems, far from the city, but close to other activities and amenities. He wanted a host that provided information and guides but is not intrusive on is stay and gives him the space to explore. The most important feature he desires is clean and comfortable beds. He feels a good nights sleep is essential to truly enjoying vacation.
Reflection:
Jack desires to make memories with friends, be inclusive on available activities, be close enough to a town to be able to grab dinner or have a nice bar. He wants to have the opportunity to connect with nature but still have the luxuries of the modern world. He is less concerned about affordability and more concerned with clean and beautiful accommodations that meet his requirements for location.
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Interview 2
1. What is the hardest part about being someone who enjoys outdoor activities in remote areas and looking for affordable luxurious accommodations?
2. Can you tell me about the last time you traveled and had a challenging experience?
3. When did you last try to resolve your travel issue?
4. What's not ideal about that solution?
5. What is the most important feature in a vacation rental to you and why?
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SUMMARY
10-13-2023 | 8:15pm | Google Meets | Married White Female, Mom to school aged kids, Designer, Manages Luxury Lake House | 41
* She was in good spirits and between picking up her two kids from sports. She is a busy and her attention was a little divided.
*Lara values being present for her kids and husband. She enjoys traveling with friends and being in groups. She values spending time outdoors for walks, hikes, kayaking and other activities.
* When traveling to remote areas she struggles to find affordable luxury but feels it is impossible. It is either luxurious with a great location and very expensive or basic and affordable.
* Being an STR host herself, she knows the additional fees that sites like Airbnb charges so she tries to find the locations she desires to stay in, direct sites to book direct and save money.
* She feels it is a lot of work to try to tract down direct sites from third party sites for obvious reasons they want to make money. She mentioned constantly hitting dead ends when trying to search for the providers website.
*She tried to solve her problem by researching on google the names of the business hosting the STR, some are posted and others are not.
* She typically finds STR through sites like Airbnb, apps, and referrals.
* On her last girls trip she rented an STR in Sedona, Arizona. It was beautiful and luxuries, but extremely expensive. Even with a group of friends splitting the cost it was still very high. They tried to search for more affordable places, but the location was not good, it did not have all the amenities they wanted like a view and a hot tub.
Analysis:
Lara's problem is finding affordable luxury. As a host herself she knows all that goes into running a successful STR business and the cost to get luxury features. She loves to travel but is limited by affordability and her high standards. The most important feature to her is to have clean comfortable mattress. High quality pillows, linens and towels are also very important to her. She is really big on cleanliness and location.
Reflection:
Laura desires to travel with luxury but does not want to spend a fortune or sacrifice location. She is willing to do the extra legwork to find the best deal. She likes to travel in a group and is not comfortable traveling alone as a woman. She values the power of a "mindless vacation" to do nothing but take in the views with a glass of wine and just be.
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Interview 3
1. What is the hardest part about being someone who enjoys outdoor activities in remote areas and looking for affordable luxurious accommodations?
2. Can you tell me about the last time you traveled and had a challenging experience?
3. When did you last try to resolve your travel issue?
4. What's not ideal about that solution?
5. What is the most important feature in a vacation rental to you and why?
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SUMMARY
10-14-2023 | 2:30pm | Google Meets | Married Black Female, Mom to 2 kids, Insurance Agent, Airbnb Operator | 38
* Her mood was upbeat, and she was happy to participate in the customer interview
*She values taking care of her children and supporting her husband. She is very close with her extended family and plans travel to include all of her siblings and nephews and nieces. She prioritizes traveling with family over friends which dictates the kind of accommodations she searches for.
* When traveling to remote areas she struggles with finding a space big enough to accommodate a large family. She also feels it is hard to find indoor amenities as well as beautiful views and outdoor activities.
* To solve her problem, she uses different sites to get more options. She uses a lot of filters on apps to eliminate locations that do not fit her needs. She often has to adjust her criteria to be near the location she wants but also within the budget she needs.
* She does not like the time it takes to research to find accommodations that meets her needs, she would prefer to have a one stop shop for accommodations that give very detailed descriptions and includes information on the surrounding location.
*She tried to solve her problem by researching on google the names of the business hosting the STR, some are posted, and others are not.
* She typically uses her Airbnb app to find rentals and sometimes uses Instagram and follows travel bloggers.
* Her large family and need to travel in a group typically dictates how she travels. She does not worry about safety when traveling because she is typically in a large group. She values being in a beautiful scenery with leisurely activities like sitting in a hot tub or playing pool, going on nature walks and riding horses.
Analysis:
Sheba has a habit of looking at sleeping accommodations first and then filters out properties by how beautiful they are and their affordability. She does not like to spend over $500 on accommodations so it is important to travel in a group and split the cost or to be further out from central locations to get a better price. It is important to her that the lodging is all inclusive, beauty, luxury, amenities and outdoor activities. She likes staying in cabins or near water like near a beach.
Reflection:
Sheba desires to travel to escape the routine of her life. She feels like she does the same thing every day and does not have time or money for date nights and entertaining events. She values planning trips as often as possible in groups to be able to relax. She loves being in beautiful scenery and is trying to find lodging that has Instagram worthy views, with a well-designed outdoor space because that is where she would spend most of her time. She works from home so traveling is the only time she really has to be outdoors and experience new things. The most important feature for her in a STR is amenities; having a pool table, grill, jacuzzi and for the common area to have everything you need to stay at the location and be entertained.
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Interview 4
1. Are you a person that enjoys the outdoors?
2. Can you tell me about the last time you traveled and had a challenging experience?
3. When did you last try to resolve your travel issue?
4. What's not ideal about that solution?
5. What is the most important feature in a vacation rental to you and why?
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SUMMARY
10-24-2023 | 1:30pm | Zoom | Married Black Female, Mom to 3 kids, Influencer | Age 37
* Her mood was upbeat, and she was happy to participate in the customer interview
*She values taking care of her children and growing her social media influencing business. She spends most of her time preparing for shoots and content, while raising her children and planning their weekly travel for contract
* When traveling to remote areas she struggles with running into the same boring accommodations. She is constantly looking for incredible views affordable luxury and unique amenities..
* Her biggest problem is communication and clear expectations from the Host. As an influencer she expects fees to be covered and VIP access. It is difficult when the itineraries for the trip are not personalized and clear on the expectations.
* She does not like having to speak to management after they have already traveled and arrived with family in tow. It puts them in an awkward position, where if the manager does not adequately correct the situation they are left to cover unexpected expenses.
*She tried to solve her problem by reaching out to the host of the STR before leaving to validate the arrangements and expectations.
* She typically finds her stays from Host reaching out to her on social media 75% of the time. 25% of the time she researches based on other influencers and their past travels.
* Her need to create beautiful and fun content typically dictates where she travels. She is rarely ever concerned about safety and likes to travel with her family or a small group. She loves being in nature and prefers staying in a cabin, glampsite or treehouse, the more unique the better.
Analysis:
Sierra values unique stays. She will give up on luxury to have a gorgeous view and cool features. It is very important to her that a STR is well stocked with games, linens, cooking utensils and fully furnished. She does not want to bring anything from home but the necessities for her family. Have meals covered or prepared is also important to her as she is typically traveling for free or on a budget.
Reflection:
Sierra desires to build her influencing business to focus on travel to remote locations. She cherishes family time and being able to disconnect from electronics, tv and the busyness of life to just be a family. She enjoys stays with gorgeous views and access to small towns to support local businesses. She does not like to be bothered by a host and wants to be left to explore as she does much of her research of the area beforehand. The most important feature in a STR for Sierra is the view and the uniqueness of the property.
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Interview 5
1. Are you a person that enjoys the outdoors?
2. Can you tell me about the last time you traveled and had a challenging experience?
3. When did you last try to resolve your travel issue?
4. What's not ideal about that solution?
5. What is the most important feature in a vacation rental to you and why?
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SUMMARY
10-26-2023 | 12:30pm | Zoom | Married Black Female, Mom to 5 kids, Influencer | Age 37
* Her mood was upbeat, and she was happy to participate in the customer interview, at times it was hard to hear due to children in the background.
*She values taking care of her children and growing her social media influencing business. She also helps her Husband run his catering business. She spends most of her time preparing for shoots and content, while raising her children. She prioritizes self care and has one day a week to pamper herself alone.
* When traveling to remote areas she likes to be in the mountains in a nice cabin with a hot tub. She struggles with finding a large enough space at an affordable price for her large family.
* Her biggest problem is making travel affordable, with a large family and tight budgets, budget friendly travel drives her decisions. The last time she had an issue was trying to book a trip to Hawaii, she could not afford the flight.
* To resolve her problem she plans her trips well in advance in order to save and budget.
*She expressed interest in wanting an easier way to research budget trips and locations.
* She typically finds her stays from google searches.
* Her need to create beautiful and fun content typically dictates where she travels. She does pick locations based on safety and will stay at a less than desirable accommodation to have the location she wants. She values family vacations but enjoys solo travel to disconnect by herself or with her husband.
Analysis:
Santana values affordable accommodations. Budget is the most important aspect of finding the right location. She is drawn to the mountains for the serenity and peace. She enjoys light hiking but mainly likes to stay indoors and enjoy the cabin or hotel. She really likes to stay at places with a spa or hot tub.
Reflection:
Santana desires to build her social media business but does not have a huge focus on travel. Her perfect getaway would include affordable accommodations, to be able to use a spa daily and to have onsite food. Her husband is a chef so the most important feature in a STR for her is a well-stocked kitchen. She does not like to bring anything when she travels but food. She likes to stay at the facility and would want games and activities. She would use communal amenities but appreciates a private hot tub.
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OVERALL
ANALYSIS
After interviewing 5 individuals certain patterns and implications emerged. Overall, the consumers are looking for clarity in their search to find accommodations. They all expressed a need to get away and retreat to nature, but experienced difficulties finding affordable places that met all their needs. This section seeks to uncover patterns, and insights that arose out of the interviews.
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PATTERNS
All interviewees valued having a nice view and well furnished and stocked accommodations. They all enjoy being outdoors in nature and want to feel like they are escaping the busyness of life when they vacation. Most preferred remote areas over bustling cities. Most preferred having area guides and activities left for them but not direct contact with the host. Half the interviewees look for value while the other half would choose luxury and comfort as the priority.
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INSIGHTS
I was most surprised at the shared difficulty with using apps to find accommodations. With large corporations like AirBNB and Vacasa, I did not think that would be such a defined pain point. There was a shared frustration with misrepresentation on apps and the lack of vetting of locations. They are trying to find a place to get away that is beautiful and peaceful and true to the pictures they are seeing on-line. Transparency was a huge concern. Finding affordable luxury was also a consistent pain point. They all expressed the desire to have unique accommodations and insight into the communities they are traveling to.
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NEW QUESTIONS
During the interviews new questions emerged. I wanted to have a deeper understanding of preferences and amenities they would be drawn to. Everyone expressed the desire to have a hot tub and activities at the site. I would like to ask them if they would be open to communal amenities like a spa or natural hot spring. I also wanted to ask if the development of a new app with video and neighborhood tours would make them feel more comfortable booking. I would also like to know specifically the brand of mattresses and bedding they prefer, since that was a consistent pain point when traveling.
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NEW CONCERNS
When developing my community, I planned to market on AirBNB, Vacassa and VRBO. After the interviews I am seeing those sites often do not accurately represent properties and are oversaturated with hosts making it laborious to go through hundreds of properties to find the right one. Discovering an effective way to market and reach customers will be a new challenge. I also felt the need to interview people who do not know me, I feel they tended to search for the "right" answer because they were aware of my project.
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CONCLUSION
In conclusion, I gained valuable insight into the mindset of the people I interviewed. They are busy individuals who work hard to be able to afford to travel. They are wear multiple hats and struggle to wind down and relax at the end of the day. Many lean towards physical activity while others just enjoy sitting with a glass of wine. When searching for a vacation rental they want transparency and value for the money they are spending. They want spectacular views and luxurious amenities. They are seeking rejuvenation on their weekend getaways. It was unanimous that traveling in small groups was most desirable. The need for companionship and sharing memories was big. I will continue to conduct interviews and expand the demographics to get a deeper understanding into the mindset of travelers.
Survey Summary
The participants typically unwind from a long work/life week by watching a movie, enjoying physical activity or just sitting still with a view. The vast majority enjoy outdoor activities, especially in remote areas. When searching for accommodations, they seek to find both luxury and budget options depending on the occasion. They prefer to travel in a small group. They prefer to have privacy from host but offers guides, recommendations, and local experiences. The vast majority of people prefer private amenities over communal but would utilize a communal spa. Most people would appreciate eco-friendly amenities and would pay additional for concierge services.