Guest segmentation in newsletter marketing is about dividing recipients into heterogeneous groups based on commonalities. For each group, specific customer needs and desires become apparent, allowing for a personalized and targeted approach. This increases the efficiency of newsletter campaigns, strengthens guest loyalty and increases the probability of successful conversions. In order to select the appropriate guest segmentation criteria for hotel newsletters, it is important to clearly define the goal of the respective newsletter campaign. The ADDITIVE checklist provides an overview of this.

The most important options in the field of segmentation

1. Demographic Segmentation

Demographic segmentation involves assigning guests based on age, gender, or income bracket, for example. It is one of the simplest methods of segmentation. Demographic factors determine what kind of services or offers a guest is interested in or how much he or she wants to spend on them.

2. Geographical Segmentation

In this case, the target groups depend on the guests' area of origin. Segmentation can be done at the state level as well as on the basis of smaller regions or states within a state. Such subdivision makes it easier to accommodate interests and cultural differences. It also allows different needs, such as school vacations or peak travel times, to be taken into account and guests to be contacted at appropriate times.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"Through segmentation, recipients are provided with exactly those offers and information they need for their individual vacation planning."</div><div class="article_quote_name u-text-style-main"> </div></div></div>

3. Thematic Segmentation

This type of segmentation is based on guests' interests in activities and leisure opportunities in and around the hotel. Typical themes are hiking, culinary, wellness or skiing. At the same time, recipients can be targeted with appropriate content based on their lifestyle preferences, such as a focus on sustainability and regionality. Thematic segmentation provides recipients with exactly the offers and information they need for their individual vacation planning.

4. Temporal Segmentation

Temporal segmentation is the division into summer and winter guests, or guests traveling in high and low season. In this way, it is possible to directly target groups with offers and themes related to the corresponding season. It is also possible to offer an incentive to visit the hotel in a different season, for example with incentive vouchers.

5. Segmentation Based on Travel Groups

Travel groups are divided into singles, couples, families or larger groups. Again, it is important to target these groups with appealing information, packages and recreational opportunities at appropriate times of the year. For example, while a wide range of childcare and entertainment options is important for families, adults-only options are more important for singles and couples.

6. Segmentation by Length of Stay

This segmentation targets guests with packages or specials based on their length of stay. For example, short-stay or midweek packages are appropriate for recipients who prefer a short vacation. Guests with a longer average length of stay, on the other hand, can be motivated to return for a longer vacation.  

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"This personalized approach to marketing and communication leads to long-term success in both customer loyalty and revenue generation."</div><div class="article_quote_name u-text-style-main"> </div></div></div>

7. Segmentation Based on Number of Stays

‍The number of stays helps identify loyal guests. It's important to define in advance how many stays qualify a guest as a repeat visitor. Once this criterion is set, targeted content can be sent to loyal guests—such as exclusive discounts and a more personalized style of communication.

8. Segmentation Based on Upcoming Stays

‍Future stays also serve as a valuable basis for segmentation. In this case, guests receive relevant information before arrival, helping to create a positive impression and strengthen guest loyalty. Additionally, upselling opportunities—such as spa treatments or other services—can be offered to encourage ancillary purchases.

Conclusion

‍Once the goal of a hotel newsletter campaign has been defined and the appropriate segmentation methods selected, you can tailor your content to the preferences and needs of each guest segment. This personalized approach to marketing and communication leads to long-term success—both in terms of guest loyalty and revenue generation.

When content, topics, or offers align with the individual interests and needs of recipients, the likelihood of an inquiry, booking, or upsell increases significantly.

With the ADDITIVE+ NEWSLETTER tool, guest segmentation is easier than ever—thanks to its integration with ADDITIVE+ CRM. The right recipient list for every mailing can be created quickly and accessed at any time using a wide range of filtering and combination options.

Learn more in the ADDITIVE APPS news update: "ADDITIVE+ NEWSLETTER: One Click to the Right Guest."

Interested in a no-obligation consultation on hotel newsletters? Book your free appointment here!

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