Bases for Segmenting Hospitality Markets

Base for Segmentation	What it means?	Example
Geographic variables	Buyers are divided into different segments based on such geographic units as nations, states, regions, cities etc..	Most tourism boards understand the importance of segmenting the travel markets based on the origin of the guests; it is an effective way to identify the places for concentrating on advertising and promotion.
Demographic variables	Buyers are divided into different segments based on such variables as age, gender, income, family size, occupation, etc..	McDonald’s understands the importance of segmenting the fast food markets based on age; the company’s Happy Meal is targeted at children.
Psychographic variables	Buyers are divided into different segments based on their social class, lifestyle, and personality characteristics.	Afternoon tea at the Mandarin Oriental in Hong Kong is targeted at the upper-middle and upper classes.
Behavioral variables	Buyers are divided into different segments based on their knowledge, attitude, use, or response to a product/ service.	Restaurants in Hong Kong understand the importance of grouping buyers according to the product/service benefits they seek. The atmosphere and food quality are often highlighted by luxury restaurants in their promotional messages.

Concluding example:The following is a list of initiatives commonly taken by hotels worldwide which clearly reflects the ways that the hotel industry segments its markets.

a) A Ladies Executive Floor is exclusively provided for female executive travelers given that women have accounted for more and more of all business travelers in many developed or developing countries (Demographic segmentation).

b) Spa has become popular among travelers in recent years. Thus, certain city hotels (ex. the Langham Place in Hong Kong) have positioned themselves as a true spa hotel in the region (Psychographic segmentation).

c) Many hotels segment their markets based on the origin of the guests (i.e. American, Chinese, English, etc.) for effective promotional efforts and advertising (Geographic segmentation).

d) Many hotels also segment their markets based on their frequency and length of stay in order to formulate a marketing plan to increase loyalty and frequency of use even further (Behavioral segmentation).

Читайте також:

<== попередня сторінка	\|	наступна сторінка ==>
Market Segmentation Bases	\|	Choose a hotel in your city and describe some of the market segments that the hotel targets at. What variable(s) did the hotel use to segment its overall market?

Не знайшли потрібну інформацію? Скористайтесь пошуком google:

Генерація сторінки за: 0.002 сек.