Identify, Segment and Target your Hotel Customers
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:
1. Where?

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?
2. Why?

Why do your customers choose your hotel for their stay?
Do they come for business or leisure?
- If they're coming for leisure, what kind of experiences do they seek?
- Rest/relaxation,
- to practice sports,
- share quality time with their friends/family,
- to meet new people,
- to learn and discover a new language/culture?
- If they're coming for business, where are their headquarters/clients/suppliers located?
3. Who?
At which stage of their lives are they?
- Teenagers,
- students,
- active young adults,
- young couples with or without children,
- families,
- active seniors,
- retired?
What is their purchasing power?
- Low budget,
- comfort,
- high-end,
- luxury?
4. How many?

Are they travelling solo, in couples, small or large groups?
Which kind of groups do you receive?
- Friends / families,
- clubs / associations,
- seminars / team-building?
Are you looking to:
- Optimize occupancy, revenue or ADR?
- Upgrade your software stack?
- Solve a distribution or tech issue?
- Improve your hotel online marketing?
Are you looking to:
- Optimize occupancy, revenue or ADR?
- Upgrade your software stack?
- Solve a distribution or tech issue?
- Improve your hotel online marketing?
Identify your hotel’s priority customer segments
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.
BGC Matrix for Hotel Marketing Managers

Download our BGC Matrix for Hotel Marketing Managers as a PDF file, Microsoft PowerPoint file. 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:
- Is there a specific period in which they prefer to plan and book their trip?
- How long do they usually stay?
- Which days of the week?
- Which time of year?
- What are their specific needs?
- Do you have all the corresponding features in your hotel to ensure their satisfaction?
Are you looking to:
- Optimize occupancy, revenue or ADR?
- Upgrade your software stack?
- Solve a distribution or tech issue?
- Improve your hotel online marketing?
Are you looking to:
- Optimize occupancy, revenue or ADR?
- Upgrade your software stack?
- Solve a distribution or tech issue?
- Improve your hotel online marketing?
Identify your hotel’s priority customer segments
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!


In a world that needs sustainable tourism more than ever, Florie has been the in-charge of sustainability at HotelMinder. Advocating Responsible Tourism, she has extensively travelled across Latin America. With a Master's Degree from La Rochelle Tourism Business School, Florie has acquired various skills required to generate leads, drive sales, and impact revenue. While working with HotelMinder, she also runs 4tourisme, a renowned marketing agency promoting responsible tourism in France.
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