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Navigable Slide Index

1. Introduction
2. Defining the target market
3. Problems with the definition
4. Market segments
5. Do these markets choose the hotel themselves?
6. The target market is never 'everyone'
7. Individual business traveler
8. Guest's influence on hotel choice
9. Where do we address our marketing?
10. How important is brand in this segment?
11. Why is the brand important
12. Individual leisure traveller
13. Leisure groups
14. Meetings
15. Factors influencing choice
16. The delegate doesn't choose the hotel
17. The presenter may not have chosen the hotel
18. Wedding guests
19. A complex decision-making process
20. Influencing customer choice vs. guest satisfaction
21. The power of great photography
22. Marketing focus
23. Final thought

Topics Covered

• Defining the target market
• Market segments
• Individual business traveller
• Individual leisure traveller
• Leisure groups
• Meetings
• Wedding guests
• Complexity of the decision making process
• Influencing customer choice
• Marketing focus

Links

Series:

• Marketing Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 16, 2009