The Hotel Market Segmentation Workbook
A Guide for Groups & Meetings
The process of group segmentation is the key to a hotel or chain's bookings, business mix, marketing, distribution, revenue management, product, and, of course, profit. Without it, there is no groups and meetings strategy.
This workbook provides teams with a series of segmentation exercises designed to pinpoint target market segments and optimize group strategy.
These exercises will guide teams through:
- Identifying standout segments
- Assessing the customer waterfall
- Identifying core competencies & weaknesses
- Pinpointing target personas
- Determining product-market fit
- Measuring market competition
- Avoiding dangerous segmentation pitfalls