There are many reasons why tailoring a holiday rental around the needs of artists can make a difference to success. We are more likely to address their needs dead centre, and we can segment our marketing. We can also advertise on artists’ supply sites where they are likely to visit; moreover, artists will probably recommend us to other artists.
If we are clever how we go about it, this niche will not necessarily discourage other types of guests. Everybody likes airy rooms full of natural sunlight. While watercolour paint can splash the floor, easy-cleaning modern strip floors appeal to most of us. If they are digital artists, of course, this is not likely to be a problem.
Gap in the Market versus Market in the Gap
If, while reading this you realise nobody has an artist’s holiday retreat in your area, there are three conclusions you might reach:
- You are a genius because you stumbled over a gap in the market
- There are not enough artist visitors to justify specialist accommodation
- Artists do not tend to visit your area, meaning there is no market in the gap
Before you spend a single dollar you need to find out whether there is a gap or not and your local tourist authority may be able to assist while Google should be able to tell you whether there is accommodation for artists in your area already.
If nobody is advertising, then it is probably safe to share ideas with local hotels and other holiday accommodation establishments. Finally, when did you last see an artist at work where you live, remembering they come in all shapes and sizes…
Creating a Studio
With the obvious exception of the artist above, most artists like dedicated space for their work. They may paint from memory / imagination there, or they may bring back pictures created in the field to tidy up. Artists like to spread their time out and do not always finish a picture in a single session. They want their cave to be off-limits to anything else.
The three things most artists require most are:
- Peace and quiet where they can think and concentrate
- Natural light through south-facing high windows / skylights
- A place to call their own where they can ‘camp out’
One of the easiest ways to achieve this is a ‘cottage in the garden’, which could also double as a fun room for kids.
Marketing Your Artist’s Breakaway
The ultimate marketing gig presents the product the instant the customer wants it most. If that is not possible, we drip feed the information so the customer remembers us when they do have the need. You need just two things to achieve this.
- A cool, fun website with lots of pictures (artists think visually, remember)
- An active presence on social media, and a Stayz post that links to your site
Creating a space for artists should be a fun and positive experience for your business. Tapping into a niche market can provide plenty of future business opportunities, as well as some great reviews and feedback.