How to segment hotel mailing lists

Segmenting a hotel mailing list can help you target specific groups of customers with personalized messages, offers, and promotions, increasing the likelihood of conversion and loyalty. Here are some ways to segment your hotel mailing list:

  1. Guest Type:
    • Repeat guests
    • First-time guests
    • Corporate guests
    • Leisure guests
    • Group bookings
  2. Booking Frequency:
    • Frequent bookers (e.g., monthly, quarterly)
    • Occasional bookers (e.g., annually)
    • One-time bookers
  3. Booking Value:
    • High-value bookers (e.g., luxury suites, long stays)
    • Mid-range bookers
    • Budget bookers
  4. Demographics:
    • Age range
    • Gender
    • Occupation
    • Income level
    • Family status (e.g., couples, families with children)
  5. Location:
    • Local residents
    • Out-of-town visitors
    • International guests
    • Guests from specific regions or countries
  6. Travel Purpose:
    • Business travelers
    • Leisure travelers
    • Event attendees (e.g., weddings, conferences)
    • Tourists
  7. Loyalty Program Members:
    • Members of your hotel's loyalty program
    • Non-members
  8. Booking Channels:
    • Direct bookings
    • Online travel agencies (OTAs) bookings
    • Travel agent bookings
    • Group bookings
  9. Stay Length:
    • Short stays (e.g., 1-2 nights)
    • Medium stays (e.g., 3-5 nights)
    • Long stays (e.g., 6+ nights)
  10. Room Type:
    • Standard rooms
    • Suites
    • Luxury rooms
    • Special requests (e.g., accessible rooms, pet-friendly rooms)
  11. Special Offers:
    • Guests who have redeemed special offers (e.g., discounts, packages)
    • Guests who have not redeemed special offers
  12. Feedback and Reviews:
    • Guests who have left positive reviews
    • Guests who have left negative reviews
    • Guests who have not left reviews

To segment your hotel mailing list, you can use various data points, such as:

  1. Guest history data (e.g., booking history, stay history)
  2. Guest feedback and reviews
  3. Online booking data (e.g., booking channels, room types)
  4. Loyalty program data (e.g., membership status, redemption history)
  5. Guest surveys and questionnaires
  6. Social media data (e.g., demographics, interests)

By segmenting your hotel mailing list, you can create targeted marketing campaigns that resonate with specific groups of customers, increasing engagement, loyalty, and revenue.