Activity 2

Question 1

Guest Segmentation Objectives

Answer 1

• separating guests into groups
• target each group to match their needs
• allows a hotel to personalize product, adjust price strategy and adapt their marketing strategy

Question 2

Segmentation Tree

Answer 2

• Reasons for stay
• Way of travel
• Individual vs group

Question 3

Characteristics used to develop effective segmentation

Answer 3

• identifiable (size, profit)
• differentiable (different needs to other segments)
• accessible (appropriate communication)
• actionable (ability to provide services needed)