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
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