Maket segment

Páginas: 8 (1780 palabras) Publicado: 19 de septiembre de 2012
Market Segmentation

Segments
The market segments for the hotel industry
are set out below. These categories generally
correspond to broad price / quality bands.

Market segment

Luxury

Upper Upscale

Upscale

The Group’s brands

Description

Customer segment



Hotels with the highest level of
amenities, often boutiques or small
chains with top-class facilities andservices and very high room rates.

A mix of business and leisure,
dependent on location, often
with a high proportion of
international guests.

InterContinental

Well-appointed hotels with full,
high-quality, amenities including
Predominantly business often
spacious rooms and bathrooms.
with a high proportion of
High room rates. Usually located in
international guests.
primecity-centre locations in major
cities or in resorts.

Crowne Plaza
Staybridge Suites
Hotel Indigo

High-quality, mostly full-service
hotels with moderate to high room
rates. Less luxurious than upper
upscale and sometimes lacking
some of the facilities such as a
concierge.

Predominantly business in
urban locations but also
appealing to the leisure guest;
less international than upperupscale but can still have a
significant international
guest base.

Holiday Inn
Holiday Inn Select
Holiday Inn SunSpree

Full service but with fewer
amenities than upscale.
Comparatively lower room
rates than upscale.

Midscale (limited
service)

Express by Holiday Inn
(in EMEA and Asia Pacific)
Holiday Inn Express
(in the Americas)
Candlewood Suites

Reduced food andbeverage,
bar and meeting facilities but
similar quality room product Predominantly domestic
to full service midscale.
guests, both business and
Broadly comparable room
leisure.
rates with midscale (full
service).

Economy/ Budget



Cheapest most basic hotels
with limited facilities.

Midscale (full service)

Predominantly domestic
guests, both business and
leisure.Predominantly domestic
guests.

Customer Profitability Analysis
Developing a business plan for an existing business or
conducting a feasibility study for a new venture requires a
complete analysis of market conditions.
Market conditions in your area have a significant impact
on the profitability of your hotel.
The strength of the local lodging market affects how
many rooms you can sell and therates that you can
charge.

Customer Profitability Analysis
Information collected in your analysis is then used to
predict future occupancy levels and rates.
This steps will help you analyze your market so that you
can estimate the potential of your operation and make
more informed operating and investment decisions.

Customer Profitability Analysis
 I.- Industry Trends

Studyingnational and regional industry trends will help
you identify opportunities and threats that may
affect your profitability. Relevant trends might include the
growth in demand for overnight accommodations,
changes in travelers’ lodging needs, and new, innovative
properties that are opening around the country.

Customer Profitability Analysis
Checklist:
 Growth in Industry-Occupancy and RoomRates
 Market Demand (trends, motivating factors)
 Market Supply (age, types, alternate accommodations)
 Success and Failure Factors (service, facilities,
reservation systems)
 Legislative and Regulatory Issues

Customer Profitability Analysis


II.- Location
Location is a critical consideration because it affects your
ability to draw customers. It is important that yourlocation be visible, accessible, convenient and attractive to
your market. Surrounding land uses are important for all
types of lodging operations. Aesthetics of the area, noise,
safety and other factors should be considered. How you
evaluate your location will depend on the type of property
you are operating or planning and the customers you
hope you serve.

Customer Profitability Analysis...
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