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Printable Handouts
Navigable Slide Index
- Introduction
- Defining the target market
- Problems with the definition
- Market segments
- Do these markets choose the hotel themselves?
- The target market is never 'everyone'
- Individual business traveler
- Guest's influence on hotel choice
- Where do we address our marketing?
- How important is brand in this segment?
- Why is the brand important
- Individual leisure traveller
- Leisure groups
- Meetings
- Factors influencing choice
- The delegate doesn't choose the hotel
- The presenter may not have chosen the hotel
- Wedding guests
- A complex decision-making process
- Influencing customer choice vs. guest satisfaction
- The power of great photography
- Marketing focus
- 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
Talk Citation
Carvell, P. (2009, April 16). The dynamics of the hotel customer [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 11, 2024, from https://doi.org/10.69645/QYSA1212.Export Citation (RIS)