How to do a good job of market segmentation in joining hotels

Through the market segmentation of chain hotel stores, we can analyze the preferences and needs of consumers in each market segment, and the degree to which products of various brands in the market meet the preferences of consumers. This demand is often potential and generally not easy to find. Through market segmentation, it is easy to find this demand and find the demand suitable for hotel development, so as to seize market opportunities and make hotels win market power.

For example, the clothing market in China is highly competitive. Through market segmentation, we can see that the fierce competition is mainly in the youth clothing market and children's clothing market, while the old clothing market is very deserted. So some clothing enterprises put the target market in the old-age clothing market and produced all kinds of old-age clothing, which was a great success. These "gap" markets are market opportunities for enterprises.

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As far as hotel franchising is concerned, Marriott Hotel, Hilton, Shangri-La and other hotel companies have their own characteristics in brand and market segmentation: single-brand companies such as Hilton and Shangri-La usually extend their internal quality and service standards to multiple market segments. The marketing ability of every hotel is limited to the whole market.

Therefore, hotels must subdivide the whole market, determine their own target market, and concentrate their advantages on the Japanese standard market. Otherwise, it will lose its advantage and suffer failure in the fierce market competition. In particular, some small hotels should pay more attention to the principle of market segmentation and choose their own markets.