Identify, segment and target your hotel customers

hotel customer segmentation December 05, 2018 By Florie Thielin in Hotel Intelligence 4 min Read

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:

1. Where?

Where location on world map

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?

Leisure or business traveller?

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?

different hotel customers

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?

How many hotel customers?

Are they travelling solo, in couples, small or large groups?

Which kind of groups do you receive?

  • Friends / families,
  • clubs / associations,
  • seminars / team-building?

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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

BGC Matrix for Hotel Marketing Managers

Download our BGC Matrix for Hotel Marketing Managers as a PDF file, 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:

  • 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?


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!

Florie Thielin

Florie Thielin

Marketing Manager

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.