Coming up with persuasive marketing strategies for the hospitality industry is becoming daunting with each passing day. As far as the hospitality industry is concerned, people are getting fond of personalized or customized services for their brief stay. They expect custom-tailored experiences share their feedback on different social media about their experience related to your hotel. When it comes to customizing services for group bookings, it can get extremely complex to allure a distinct range of people within the group. To abide by the latest set of trends, the hospitality industry employs adequate technology. The technical tools permit them to efficiently segment customers in different categories to live up to their claims.
Segmenting hotel guest personas is basically the process of finding your potential customers and grouping them into different categories. Before you begin narrowing down your search and start categorizing them, you have to be aware of the latest trends prevailing in the hospitality industry to brainstorm better strategies to captivate their attention.
Hotel managers have curated data-operated models of their hypothetical guests to better allocate them into different categories, figure out who their potential guests are, and how to cater to their needs. Philip Anandaraj elucidated how the crafted categories of guest personas enable hotels to come up with personalized marketing strategies.
DIFFERENT WAYS TO GROUP CUSTOMERS INTO VARIOUS SEGMENTS
- Geographic Segmentation: It basically deals with categorizing guests based on their place of stay (say, city, state, country, or economic status). Geographic Segmentation permits hotel authorities to select individuals with distinct tastes and preferences patterns from different regions of the world.
- Psychographic Segmentation: In the hospitality industry, psychographic segmentation is done keeping psychological characteristics in mind. Different categories of individuals are grouped based on their personality traits, values, beliefs, virtues, lifestyle, attitudes, preference patterns, social class, and much more.
- Demographic Segmentation: Demographic segmentation depends on an individual’s age, gender, ethnicity, income structure, religion, the composition of the family, education, and much more.
- Behavioral Segmentation: In the hospitality industry, behavioral segmentation takes place keeping in mind the behavioral structure of an individual. This might include his loyalty as a customer, purchase pattern, consumption framework, and much more.
Philip Anandaraj Hotelier demonstrated that social media insights provide an adequate outline of various socioeconomic groups and their characteristic traits. The Insights contains information gathered through the means of Google data. Networking platforms like Facebook, Instagram, and Twitter can provide an enormous amount of raw data about age structure, geographic location, gender, family income structure, and preference pattern.
According to Philip Anandraj, feedback from visitors is a great origin to extract subjective data. Such audits assist you to comprehend their demands, requirements, and expectations from the hospitality industry. You’ll gain a thorough understanding of the loopholes prevailing in the industry and the areas that you need to modify or put into consideration.
In the hospitality industry, the segmentation of guest personas plays a crucial role. When you segment and target your potential customers correctly, you figure out ways to retain their interests. In other words, you get the opportunity to convert your occasional visitors into loyal customers.
When you collect data from different geographic locations, you can better comprehend which region’s residents are more likely to prefer your services. As per Philip Anandraj Hotelier, your Segmentation aids you to target your customers with content that they are more likely to interact with.
When it comes to generating and boost up revenue, revenue managers paint a clearer picture. If they are provided with a chart based on the segmentation of guest personas, they can derive methodologies to accelerate their sales rather than relying on a generic pricing model. Guest segmentation comes in handy when you are trying to align your services and offers to your customer’s point of view.