different coloured pawn pieces reflect importance to hotels of guest segmentation to improve offers, revenue and satisfaction

Welcome to the world of savvy hotel marketing where understanding and leveraging guest segmentation can transform your business! This article will take you through the essentials of customer segmentation and show you how to use this powerful tool to increase bookings significantly.

NB: This is an article from Directful

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Discover why segmentation is crucial in today’s competitive market, learn how to effectively categorize your hotel guests, gather the right data, and utilize technology to convert this information into increased bookings and revenue. Dive deep into the realm of hotel segmentation. Understand different guest segments and how to tailor your offers and pricing strategies to meet diverse budgetary needs and preferences.

What is Guest Segmentation in the Hotel Industry?

At its core, guest segmentation is about dividing your market into distinct, identifiable groups. Think of it as a strategy to classify guests based on shared characteristics, enabling you to cater to each guest’s unique needs more effectively. This personalized approach not only enhances the guest experience but also maximizes revenue through tailored experiences.

Effective Strategies for Segmenting Your Hotel Guests

When segmenting your hotel guests, consider these four main customer segments:

  1. Demographic Segmentation: This involves categorizing guests by age, gender, lifestyle, interests, occupation, education, and income. For example, sports enthusiasts might fall into a particular demographic group.
  2. Behavioral Segmentation: Focus on guests’ purchasing habits, their reasons for travel, specific problems they want to solve, and their loyalty status. This could include distinguishing between direct bookings and those made through Online Travel Agencies (OTAs).
  3. Geographic Segmentation: This segment is based on where guests live, work, or travel.
  4. Psychographic Segmentation: This type involves looking at guests’ personalities, desires, opinions, attitudes, and social status, such as distinguishing between members and non-members.

Technology’s Role in Guest Segmentation

In today’s digital age, technology plays a pivotal role in market segmentation. Lodging operators have access to a variety of tools for analyzing booking data, identifying target markets, and engaging with specific segments. Key tools include:

  • Guest Engagement Solutions: These tools help collect information through digital registration cards and surveys and enable personalized communication across different target audiences.
  • Digital Marketing Solutions: Use these to attract guest segments with targeted marketing efforts across channels like metasearch platforms and retargeting ads. Integrations with analytics tools like Google Analytics offer deeper insights into traveler behavior.

Implementing Guest Segmentation in 3 Steps

  1. Collect Guest Data: Leverage your property management system and other tools like channel managers to track booking trends and create guest profiles.
  2. Segment and Target: Utilize customer relationship management (CRM) solutions to send segmented marketing campaigns and tailor content to specific guest groups.
  3. Automate Your Efforts: Implement software solutions to streamline your segmentation strategy and apply it effectively.

Campaign Examples Targeting Guest Segments

  • Targeted Pre-Arrival Messages: Segment your pre-arrival email communication to increase upselling conversions and revenue. Categories like public transport, parking, eco deals, bike rentals, and wellness deals see significant conversion uplifts when segmented.
  • Pre-Arrival Emails and Surveys: Use these as opportunities to gather more guest data and tailor your services accordingly.
  • Guest Reviews and Feedback: Implement post-stay surveys and review management software for continuous improvement and personalization.

Read full article at Directful