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Glossary overview

Guest segmentation in the hotel industry

also: customer segmentation in the hotel industry

Armin Gögele, last updated on 11.06.2023


Introduction to Guest Segmentation

Guest segmentation, also known as customer segmentation, is an essential part of hotel marketing and is important in the development and implementation of online marketing strategies. Guest segmentation refers to the division of guests into different groups with similar needs, interests and behaviors.

There are several ways to segment guests. For example, segmentation can be based on demographics such as age and gender. Segmentation by travel motives or booking behavior can also be useful, e.g. new guests, regular guests, direct bookers, bookers via OTAs, etc.


Benefits of guest segmentation in the hotel industry

Segmentation allows hotels to tailor their online marketing efforts to meet the needs of different guest segments. Communication with guests can be more personalized and effective. At the same time, hotel resources can be used more efficiently and guest satisfaction increased. In the long term, competitiveness and guest loyalty are enhanced.

The most important questions about guest segmentation in hotels

Why is guest segmentation important for the hotel industry?

Guest segmentation in hotel marketing is important in order to develop target group specific marketing strategies that cater to the different needs of guests in order to gain guest loyalty.

What criteria are used to segment guests in the hotel industry?

Criteria such as demographics (age), behavior (booking behavior, service usage) and travel motives are used to segment guests in hotel marketing.

What are the benefits of guest segmentation in hotel marketing?

By being able to develop targeted marketing strategies tailored to the individual needs and preferences of different guest segments, hotels can run more effective campaigns. This allows for more efficient use of resources, as marketing activities are targeted to guests who are most likely to respond. In addition, meeting individual expectations strengthens guest loyalty and increases satisfaction. This in turn can lead to an increase in revenue, as specific offers and services can be promoted accordingly.

How can hotels use the collected guest segmentation data?

The collected guest segmentation data can be used to develop personalized marketing campaigns, customize offers and improve the service experience. Hotels can also use the information to improve their website, customize promotional materials, and optimize the booking process.