Within the plane of the market niches; we already know that targetting them correctly is key to face the competition, an to adapt services and products to the maximum to serve guests better. This is why, increasingly, hotels are forced to attract and retain customers.
The distribution of the hotel industry and its continuous challenges make us invest more in new strategies to better understand the different market niches, that is, our future clients and thus respond to their tastes and needs. Market niches are within the reach of all hotels, and therefore new projects and the fundamental development area to maintain growth in a positive spiral.
No hotel is the same, so neither are its clients. Within this framework, a hotel must focus on quantifying the value that each of them can contribute and commit to bringing management personalization to each of the processes. Today, most hotels choose to invest in marketing and adopt a different perspective, focusing all their forces on market niches to achieve their proposed objectives.
How does a hotel choose the right market niche?
Segmentation plays a very important role; Firstly, it is much more viable to locate the target audience, and then try to reach them through experiences related to the trip, food, stay or even complementary activities. Some hotels are an example that a more profitable market can be reached if we know how to segment our audience appropriately, which can significantly improve occupancy and the guest experience itself.
Going after market niches is not just a trend, but is part of progress and the hotel future. Trends and patterns change constantly, which is why we must be attentive to adapt different strategies. In fact, the opportunities that the market offers to different niches can determine the success of any hotel business.
And how many segments should we divide our guests into?
- The first thing is to do a good market segmentation, take into account the size of the hotel, know what category it belongs to, take into account the complementary services offered to the client, the trends, and the distribution channels used to reach the clients. guests, are just some of the strategies that we cannot forget. Segmenting by client type means dividing our clients into various groups that present common characteristics, thereby favoring the study and profitability analysis of each of them. Some basic points that we cannot forget when getting the most out of segmentation:
- Marketing campaigns aimed at certain segments, to achieve more specific commercial action on certain sectors and be able to influence the decision-making of our target audience.
Sales and communication strategies and channels for each segment. Its correct distribution will directly affect the hotel management and distribution capacity. At this point we must take into account that the same customer can be in the same segment at the same time.
- Different price options, where the way to see these results is through room reservations or services offered according to the segment to which each client belongs.
- Adaptation of the offer of products and services to each type of customer.
There are many ways to segment; We can do it through the type of client, the generational groups, the reason for travel or even the sales channel. A hotel that has identified its market will be able to design specialized proposals and thus increase its income, improve operating accounts, as well as customer satisfaction and the reputation of the establishment.
A few years ago, hotels barely took into account customer expectations, beyond their preference for rooms, but today, technology is perfectly implemented in their routines, and consequently, it is also in guest experiences. the guests.