Teacher Peng said that hotel marketing: the three keys of hotel "market segmentation".

The concept of market segmentation was put forward by Wendell R.Smith, an American marketing scientist, in 1956. Specifically, it refers to the classification process that marketers divide the whole market into several homogeneous sub-markets according to the differences of consumers' characteristics, needs, desires, behaviors, habits and scenarios through market research.

Judging from the current development trend of the hotel industry, Mr. Peng believes that there is still room for market segmentation. In addition, according to the principle of the long tail theory, the long tail part can be further subdivided into markets.

From the analysis of the development path of Marriott Hotel Group, in a sense, it is a comprehensive and strategic market segmentation process. From Marriott Hotel to Marriott Executive Apartment, from Marriott Hotel and Resort to Ritz-Carlton, after market segmentation, it is to meet the growth goals and objectives of different business travelers.

If the hotel industry wants to do a good job in market segmentation, Mr. Peng personally thinks there are three keys:

First, make clear the purpose of market segmentation.

In general, it is to achieve performance growth. Perhaps due to different purposes, its specific operation methods for market segments will be different.

Second, recognize the essence of market segmentation.

The essence of market segmentation is to help hotels rebuild the original market or find new markets and growth points.

Third, master the method of market segmentation.

There are usually two methods for your reference and reference:

1, population-based segmentation

Mainly includes: crowd segmentation, psychological segmentation and behavior segmentation.

Population segmentation: age, gender, income, occupation, family size, etc.

Psychological subdivision: whether personality is introverted or extroverted, emotional characteristics, rationality, consumption motivation, etc.

Behavior breakdown: purchase frequency (check-in times), purchase scale (consumption), purchase familiarity (last check-in time), etc.

The specific analysis can be as follows:

Generally, the fans with high purchase frequency, large purchase scale and high familiarity are close-knit, enthusiastic and strong economic strength. Such fans have high loyalty and great contribution to the hotel.

The frequent purchase, large purchase scale and low familiarity are generally the loss of high-quality guests, which requires the hotel to adopt marketing strategies to stimulate the recall.

Customers with high purchase frequency, small purchase scale and high purchase familiarity are generally willing to spread it and make little contribution to the hotel's revenue.

Generally, those with low purchase frequency, large purchase scale and high purchase familiarity are quasi-high-quality guests that can be tapped, which need the hotel's attention and further maintenance.

2. Scene-based segmentation.

Market segmentation needs to be considered from the following three perspectives:

Under what circumstances will guests come to your hotel for consumption?

Are guests staying in your hotel for business, travel, vacation or?

What are the needs and interests of the guests?

For example: e-sports hotel. It solves the problem that young people play together and have a very good interest in private space. At the same time, in terms of crowd segmentation, it is mainly aimed at young people after 95; Parent-child room is to solve the interests of parents taking their children on vacation.

In the future, the development of hotel industry can subdivide more hotel markets from the above two ways, and at the same time help hotels rebuild the original market, or find new market space and valuable power points for hotels to focus on development. For example, hotels with the theme of health can not only solve the problem of paying more attention to their own health, but also meet their purpose of traveling, traveling or vacationing in other places.

For hotels, market segmentation is only the first step. Next, the hotel needs to make a good choice of the target market and the specific positioning of the hotel, so as to "win a thousand miles" from the strategic dimension.

Author: Peng