MARKET SEGMENTATION – HOTEL SALES AND MARKETING
BASE FOR SEGMENTATION
WHAT IT MEANS?
|Guests can be divided into different segments on such geographic units such as nations, states, regions, cities etc. Their preferences may vary because of their geographic differences.
|Most hotels understand the importance of segmenting the markets based on the origin of the guests (i.e. the place they come from). It is an effective way to identify those places that the hotels should concentrate on advertising and promotion.
|Guests are divided into different segments based on age, gender, income, family, educational level, occupation etc.
|McDonald’s understands the importance of segmenting the fast food markets on the basis of age; the company’s Happy Meal and the “Go Active Birthday Party” are specifically targeted at children.
|Guests are divided into different segments based on their social class, lifestyle, and personality characteristics.
|Afternoon tea, brunch etc. in most hotels is targeted at the upper classes (based on social class)
|Guests are also divided on the basis of their knowledge, attitude, use, or response to a product or service.
|Most of the hotels understand the importance of grouping guests according to the product/service they seek. Therefore atmosphere and food quality are often highlighted by luxury restaurants in their promotional messages.
DIFFERENT TARGET MARKETS HAVE DIFFERENT PRODUCT/SERVICE NEEDS
HOSPITALITY PRODUCTS / SERVICES
|. Rooms with more space
|. 24 hours room service
|. Safety (primary concern)
|. Clean and comfortable rooms, lounge areas and public areas