Many hotel owners feel they've done their best in marketing their hotel. They've advertised, joined major OTAs, and offered discounts, but the results remain the same: low or unstable bookings.
If this happens, the problem often isn't budget, but market segmentation. Selling your hotel to everyone actually makes your marketing strategy unfocused, expensive, and difficult to generate quality bookings.
Why is Market Segmentation Important in Hotel Marketing?
Market segmentation is the process of determining your hotel's ideal guest. Without clear segmentation, hotels will:
- Attract the wrong guests
- Waste advertising costs
- Struggle with OTAs
- Get bookings but lose profits
In modern hotel marketing practice, segmentation is the main foundation before discussing advertising, promotions, or OTA optimization.
Common Hotel Mistake: Selling to Everyone
Many hotels still think:
"Everyone can stay at my hotel."
While this is true in theory, it's very dangerous in marketing.
Examples of the impact:
- City hotels try to attract backpackers, families, and corporates all at once
- Social media content is irrelevant to anyone
- Prices appear "unfair" to all segments
Ultimately, hotels lose out to properties that focus more on one main segment. Examples of More Effective Hotel Market Segmentation
In a proper hotel marketing strategy, segmentation can be based on:
1. Purpose of Stay
- Leisure / vacation
- Business / corporate
- Honeymoon
- Family trip
2. Budget & Behavior
- Budget traveler
- Mid-scale traveler
- Premium / luxury guest
3. Booking Channel
- OTA heavy user
- Direct booking oriented
- Corporate contract
Hotels with clear segmentation will:
- Easier to set prices
- More relevant during promotions
- Higher conversion rates
Market Segmentation & Its Impact on OTAs and Direct Booking
Proper segmentation significantly impacts:
- OTA title & description
- Photo & video visuals
- Types of promotions offered
- Ad copywriting
Example:
Hotels targeting business travelers don't need to sell "romantic sunsets," but rather:
Strategic location, Fast WiFi. Early breakfast, and Ease of check-in
This is why many hotels look good, but don't convert.
Hotel Marketing Isn't Just Advertising
Advertising without segmentation is like:
"Shouting at the market, but not knowing who you want to talk to."
In a data-driven hotel marketing approach, segmentation determines:
- Which channels to prioritize
- The type of content to create
- A more efficient advertising budget
- A healthier pricing strategy
The Role of ecommerce in Determining Hotel Market Segmentation
This is where ecommerce comes in. It doesn't just manage sales channels, but helps hotels understand:
- Who are the most potential guests?
- Which channels actually generate revenue?
- Which segments are most profitable?
- Marketing strategies that align with the hotel's character.
The ecommerce approach doesn't start with "placing ads," but with: data analysis, market behavior, and property positioning.
Signs Your Hotel Is Segmenting the Market Wrong
If your hotel is experiencing the following, its segmentation may need to be evaluated:
- Many inquiries, but few bookings
- Bookings are available, but profits are slim
- OTA traffic is high, but direct bookings are low
- Advertising is effective, but costs are high
These problems often arise not because the hotel is bad, but because hotel marketing is not targeted effectively. And with the right support, such as from ecommerceloka, hotels can build a more stable and sustainable sales strategy, rather than simply chasing short-term bookings.