Who Should You Target as a Homestay in India? 

The homestay or Bed & Breakfast (B&B) market in India is gaining popularity as travelers increasingly seek personalized, cozy, and affordable lodging alternatives to hotels. However, attracting the right guests is key to standing out in this competitive space.

Based on my experience with small hospitality businesses, here are the key customer segments you should focus on when marketing your B&B in India.

1. Domestic Tourists and Weekend Travelers

Domestic tourism is booming in India, with more people taking short weekend trips or exploring nearby destinations. Families, couples, and solo travelers often look for affordable yet comfortable places to stay during their vacations.

Why they’re ideal guests: Domestic tourists are typically looking for personalized service, comfort, and affordability. They want a “home away from home” experience where they can relax after a day of sightseeing. B&Bs that offer local insights, homemade meals, and a warm atmosphere can appeal to this group.

How to reach them: Use platforms like Instagram and Facebook to showcase your location, rooms, and the unique experiences your B&B offers. Partner with local tourism boards or feature on travel booking websites like MakeMyTrip, Airbnb, or Goibibo, where domestic travelers frequently search for accommodations. Offering weekend getaway packages or deals during festive seasons can help attract more bookings.

2. International Travelers

India has long been a destination for international tourists looking to experience its rich history, culture, and natural beauty. International travelers, especially those who prefer a more personal and immersive stay, often seek out B&Bs for a more authentic local experience than what large hotels can offer.

Why they’re a great fit: International tourists are often drawn to local culture, traditions, and personal interactions with locals. They value personalized service, local cuisine, and insider tips about hidden gems in the area. B&Bs that offer authentic Indian experiences—whether it’s traditional breakfasts or connections with local artisans—are highly appealing to them.

How to attract them: Leverage global booking platforms like Airbnb, Booking.com, and TripAdvisor, where international travelers are most active. Highlight cultural experiences and local insights in your listings. Optimize your website for international SEO with multilingual options and highlight unique features like Indian hospitality, cultural immersion, or off-the-beaten-path experiences. Encourage guests to leave reviews on international platforms to build credibility with future travelers.

3. Digital Nomads and Remote Workers

The rise of remote work and digital nomadism has created a growing demand for work-friendly accommodations. Many remote workers look for peaceful, affordable stays where they can combine work and leisure. Locations that offer good Wi-Fi, comfortable workspaces, and a quiet environment appeal to this group.

Why they’re an ideal audience: Digital nomads value flexibility, affordability, and comfort. They are looking for places with reliable internet, access to coffee or tea, and peaceful surroundings where they can work undisturbed during the day while enjoying leisure activities after hours. B&Bs that offer a relaxed yet professional environment are highly attractive to them.

How to market to them: Highlight your property’s remote work-friendly features, such as fast Wi-Fi, quiet spaces, and proximity to cafés or coworking spaces. Use platforms like Instagram and LinkedIn to connect with the remote work community. Offering long-term stay discounts or remote work packages can also help attract this audience. Collaborating with digital nomad influencers or listing your B&B on websites like NomadList can increase visibility.

4. Couples and Honeymooners

Couples, particularly those looking for a romantic getaway or honeymoon destination, often seek out intimate and unique accommodations. They prioritize privacy, scenic locations, and personalized service, making B&Bs a perfect choice for them.

Why they’re a good fit: Couples value cozy, romantic spaces where they can escape from their daily routines. They’re often looking for locations with beautiful views, privacy, and small personalized touches like breakfast in bed, candlelit dinners, or couple’s activities like nature walks or spa services.

How to engage them: Create special packages for couples that include romantic touches such as room upgrades, candlelight dinners, or spa treatments. Use Instagram and Pinterest to showcase your property’s ambiance, highlighting features like scenic views, cozy rooms, or unique amenities. Partner with wedding planners or honeymoon travel platforms to offer packages for newlyweds.

5. Adventure and Nature Enthusiasts

Adventure travelers and nature lovers are always on the lookout for accommodations near outdoor activities such as hiking, trekking, wildlife safaris, or water sports. These guests want easy access to natural attractions and prefer staying at B&Bs that offer a personalized touch and local expertise about the best outdoor experiences.

Why they’re a great audience: Adventure seekers and nature enthusiasts prefer off-the-beaten-path stays that bring them closer to the natural beauty and outdoor activities of the area. They appreciate recommendations for local hikes, hidden trails, or wildlife spots that are often missed by regular tourists.

How to reach them: Market your B&B on adventure and eco-tourism platforms, emphasizing your proximity to natural attractions or adventure activities. Use Google Search ads targeting outdoor and nature experiences in your region. Create partnerships with local adventure guides or operators to offer guests exclusive experiences. Share guest experiences of nearby adventure activities through blogs, Instagram stories, or YouTube.

6. Solo Travelers and Backpackers

Solo travelers and backpackers are budget-conscious but look for accommodations that are safe, welcoming, and offer opportunities to meet fellow travelers. B&Bs that create a warm and communal environment can be appealing to solo travelers who prefer more personal stays than hotels or hostels.

Why they’re an ideal audience: Solo travelers are often drawn to places where they can meet other travelers and enjoy a homely atmosphere. They value safety, local experiences, and affordability, with many seeking recommendations from their hosts on what to explore in the area.

How to market to them: Highlight the safe and welcoming environment of your B&B, emphasizing your local knowledge and personalized service. Use platforms like Instagram, Facebook, and backpacker travel forums to showcase your accommodations and offer special rates for solo travelers. Partner with local tours or experiences that cater to solo adventurers and promote these in your packages.

7. Wellness and Retreat Seekers

The wellness tourism market is rapidly growing in India, with more travelers seeking relaxation, mindfulness, and health-focused experiences. B&Bs that offer wellness-related services such as yoga, meditation, spa treatments, or organic meals can attract guests looking for a peaceful, rejuvenating stay.

Why they’re a great fit: Wellness travelers are looking for serene environments that allow them to unplug, destress, and focus on their well-being. They prefer peaceful locations, often near nature, where they can participate in wellness activities like yoga or meditation, enjoy organic or locally sourced meals, and experience a slower pace of life.

How to engage them: Create wellness packages that include yoga sessions, meditation classes, spa treatments, or healthy meal plans. Use platforms like Instagram and wellness travel blogs to target health-conscious travelers. Highlight the tranquil surroundings of your B&B and showcase guest testimonials about their relaxing experience. Partner with local wellness practitioners to offer holistic services to your guests.

Final Thoughts: Who’s Your Ideal Guest?

A B&B can appeal to a wide variety of travelers, from domestic tourists and couples to digital nomads and wellness seekers. By tailoring your marketing strategies to these diverse segments, you can attract guests who are looking for the personalized, cozy experience that only a B&B can provide.

Demographics:

• Age: 25-55 years old
• Income: Middle-to-high income bracket
• Location: Urban residents traveling to nearby locations, international travelers, and remote workers
• Gender: Balanced, but often slightly more female (especially in wellness and solo travel segments)

Psychographics:

• Values personalized, unique, and cozy travel experiences
• Seeks authenticity and local insights from their hosts
• Interested in both relaxation and immersive travel experiences
• Prefers affordable yet comfortable accommodations that feel like home

By understanding your guests’ needs and motivations, you can market your B&B as a welcoming, memorable destination, creating a loyal customer base and thriving in India’s growing travel and tourism market.