Having a good understanding of who your potential customers are is vital to pinning down their specific needs and creating an adapted communication strategy.
In this article I will help you list the key market segments identifiable for your hotel's BCG matrix and ask yourself the following questions to help you prioritise and make the right choices:
Table of contents for this article:
Where are your hotel guests from?
How far do they travel to reach your destination and hotel?
Are they local, regional, national, international?
If international, which country are they from?
Which language(s) do they speak/ understand?
Why do your customers choose your hotel for their stay?
Do they come for business or leisure?
At which stage of their lives are they?
What is their purchasing power?
Are they travelling solo, in couples, small or large groups?
Which kind of groups do you receive?
At HotelMinder we take care of your property online so you can focus on your guests.
Make a list of all the relevant market segments and classify them in one of the four quadrants of the BCG matrix to set your priorities.
Download our BGC Matrix for Hotel Marketing Managers as a
Microsoft PowerPoint file, or
ODP Document file (compatible with Open Office).
You can also access our Google Drive version of the file that you can add to your Drive and edit directly.
Also, ask yourself the following for each key hotel customer segment:
By attracting the right customers and having a good mix of the different market segments, you can optimise your hotel ADR
and also mitigate the effects of seasonality which is vital to your hotel's rentability!
From her small village in the French Loire Valley, Florie was dreaming of traveling across the five continents. She took the opportunity of studying marketing and international business to escape to Russia and Germany.
She then specialized in hospitality management through a Master degree from La Rochelle Tourim Business School.
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