Casual
Comfortable
Welcoming
Dog-Friendly
Family-Friendly
nb: Those five words (all right, seven if you don't count the hyphenations) were part of our original marketing plan before we opened the Lodge. The first three are part of every marketing piece we put out. They are intended to counteract the perception of B&Bs as chintz 'n' lace 'n' chocolates on the pillows places.
I'm actually surprised at the earlier comments on this thread about how hard this exercise was. Really? You haven't thought long and hard about what the distinctives of your business are? You have trouble rattling off five things that set you apart from your competitors? You haven't figured out why people choose to stay with you?
The secret of this exercise (and I didn't set it, Mary did) is to think about your place like a guest/consumer, and not as an innkeeper. Forget about all the stuff that impress *you* about your business, start paying attention to the things that guests latch onto.
Realize, also, that your marketing efforts will always be a filter in addition to making you attractive. You can't make everybody happy, so it's a good exercise to figure out who you want to make happy.
--Tom.