When you know your hotel’s target market segments, you can better fulfill the needs and wants of your guests. Also, you can tailor personalised marketing campaigns for them.
NB: This is an article from eZee Absolute
It clearly shows the importance of hospitality guest segmentation.
So, in this blog, we are going to dive deep into the hotel guest segmentation aspect and learn how to ace it.
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What is Guest Segmentation in the Hotel Industry?
Guest segmentation is the process of defining the market into identifiable segments. In other words, it is a process of grouping guests and narrowing them down.
Now, when I say grouping, there are different types of groups involved. Let’s take a look at them as well.
What types of segmentation can a hotel have?
#1 Geographic segmentation
Geographic segmentation is about grouping guests based on their physical location such as city, state, country, or economic status).
The major benefit of this segmentation is it helps properties in targeting the varying preferences of people from different regions.
#2 Demographic Segmentation
Hotel demographic segmentation is based on traits like age, gender, ethnicity, income, religion, family makeup, education, etc.
Now, why is the demographic segment important? Let me help you understand with an example again.
Meaning, with demographic segmentation, you will be able to target these guests more efficiently.
#3 Psychographic segmentation
Psychographic segmentation in the hotel industry is performed keeping psychological characteristics in mind. Simply put, guests are clustered based on personality, values, beliefs, lifestyle, attitudes, interests, social class etc.
If you’re one of those accommodation providers that are highly focused on being customer-centric and want to up the personalization game, this is the right segmentation type for you.
Not to mention, it also plays a crucial role in behavioural segmentation. And this brings me to the next point.
