Guest segmentation is failing hotels: 5 ways to do better with available data

Breaking down your audience into different segments with specific messages and offers drives engagement, clicks, and bookings. Yet many hotels are still blanket sending the same messages to their entire database. And it’s just not working. Segmentation can be simple and effective, capitalizing on the basic data you already own. With a shifting economic climate, now is the time to bolster your Find, Book, and Grow strategies.

With marketing messages bombarding consumers across every channel, relevance is everything. People are increasingly immune to generic outreach.

Research shows 81% of customers prefer to engage with companies that offer a personalized experience, both in-person and across digital channels. For hotels, segmentation is the key to delivering this level of personalization.

By dividing a big audience into smaller, meaningful groups (segments) – based on booking characteristics, purchase preferences, and buying behavior – you can tailor communications that feel timely and personal, creating an instant connection with prospective guests.

The best part? You don’t need to ask for a vast amount of personal data to do it.

Our new guide breaks down five simple ways to segment using the guest data you already collect. It’s an easy way to improve engagement, boost conversions, and keep your emails out of the spam folder.

Download the infographic and explore the full article to see what’s working—and what’s not—for hotels like yours.