How to segment hotel room customers

Practice has proven that correct positioning is the key to successful operation and even sustainable operation. We divide the hotel customer source market into the following categories:

(1) Tourists

Tourists for sightseeing, leisure and vacation are the most important customer group of the hotel. The basic needs of this customer group are: accommodation, bathing and rest, TV, basic meals, telephone, Internet, ticket booking and other business services, and parking.

Other needs of sightseeing tourists are: night entertainment, small supermarket shopping, tourist souvenir shopping, etc.; other needs of leisure vacation tourists are: daytime leisure, night entertainment, specialty dining, etc.

(2) Business travelers The first requirement of business travelers is basic private living space. Therefore, transportation convenience and economy are the main determining factors. However, business travelers often need to communicate and receive, thus forming different needs: status level, guest room reception function, corporate reception space, business and leisure, etc.

(3) Local business reception Local business reception is generally held in mid- to high-star hotels, which has become a trend. Local reception generally does not use guest rooms or a small number of hourly rooms for VIPs, and mainly uses public spaces. The main needs include meeting halls, small and medium-sized conference rooms, work-type business suites, private dining rooms, and night leisure and entertainment.

(4) Cross-regional conference activities The demand for hotels for conferences has developed rapidly, forming three major categories: conference type, exhibition type, and transaction type. The demand for hotels for cross-regional meetings requires strong comprehensive supporting capabilities and large reception capacity due to overnight stays. The main needs are: large conference halls, exhibition halls, transaction convenience, various meeting room facilities, banquets and catering, night entertainment, Leisure and entertainment richness, etc. The development of conferences has promoted the development of large-scale conference hotels in the Huidu model. Represented by Beijing Jiuhua Villa, Huidu hotels will further expand across the country.

(5) Local conferences and local official business activities, including press conferences, fashion performances and communication activities, seminars, review meetings, demonstration meetings, etc., can generally be divided into closed meetings and There are two broad categories of communication-oriented activities. The latter has strong publicity communication characteristics, with reporters gathering together and having a greater impact. These activities generally require the hotel to have a good communication service foundation, provide basic support for performative activities, and make the hotel taste fashionable. Local activities also include social gatherings organized by local leisure agencies, employee leisure and entertainment activities, etc.

(6) Private group activities Private group activities refer to activities initiated and organized by private individuals, including wedding banquets, birthday banquets, full moon wine, birthday parties, class reunions, weddings, etc. These activities are based on private consumption and are mainly in the banquet mode. The requirements are relatively demanding and the consumption levels vary. However, they all have relatively high service requirements and require the combination of catering, entertainment, and multiple consumption methods.

(7) Private life Hotels have become an important place for urban private life and have gradually become a segment of market consumption. This type of consumption includes private business bookings, private date bookings, room bookings, service bookings, crime bookings, etc. Among them, private business bookings and private date bookings fall within the scope of normal reception, especially the business and life of celebrities, which require higher privacy protection. Booking rooms, booking rooms for services, booking rooms for crimes, etc. are using the privacy and security functions of hotel management to engage in immoral or even illegal and criminal acts. This is a market demand that hotels should resolutely prevent and eliminate.