Market Segmentation

Masing-masing hotel tentu saja mempunyai market segmentation tersendiri. Analisa secara detail melalui market research dapat dilakukan sebelum memutuskan market segmentation hotel.

Bila hotel berbintang 5 berada di Palangkara, adakah market Malaysia atau overseas singgah di hotel tersebut?

Bila hotel berbintang 4 berada di airport, adakah group MICE di hotel itu?

Hotel local chains atau hotel local yang independent tidak serumit International Chains hotel dalam menentukan market segmentation.

Sebut saja Hotel Celestial di pusat kota Surabaya - Jawa Timur, 4 Star hotel, International chains hotel memiliki segmentation seperti dibawah ini.

FIT Offline

~ Booking through telephone, emails, calls, walk in, Hotel’s Packages

FIT Online

~ Distribution channel (Dynamic Rates) – OTA’s site. Hotel’s website, Website (Management Hospitality)

Corporate FIT

~ Contracted corporate with hotels

Group MICE

~ Group contracted corporate, meetings, incentive with hotels

Group Leisure

~ Social Events booking :Wedding, Gathering, Anniversaries, etc

Government FIT

~ FIT Booking from government

Government Group

~ GIT Booking from government

Long Stay Guest

~ Longs Stay Guest with minimum stay 14 nights

Local TA FIT

~ FIT Booking from Local Travel Agents

Local TA Group

~ GIT Booking from Local Travel Agents

International TA FIT

~ FIT Booking from International Travel Agents

International TA Group

~ GIT Booking from International Travel Agents

Airline Crew

~ Contracted Airlines Crew

Local Wholesale FIT

~ FIT Booking from Local Wholesaler

Overseas Wholesales FIT

~ FIT Booking from Overseas Wholesaler

International Series

~ All International series booking

Joint Promotions

~ Banking Promotions

Loyalty Program

Owners

~ Owner, Sister Company of Hotel owner booking

Celestial Hotels group

- Staffs hotel of Celestial

Industry (Not contracted rate)

~ Media, Airliners, Hotelier, Travel Agents Staff

Complimentary

- Complimentary booking

Management Hotel yang sederhana bisa mengikuti market segmentation tersebut. Jika terdapat market yang tidak sesuai dengan kondisi hotel, kiranya abaikan saka.

Sejatinya review dilakukan secara berkala mengikuti perkembangan market research. Pada system demikian property management system yang baik akan mengikuti sesuai perkembangan market.

Market segmentation harus selalu update. Bila system tidak update berarti kita sebagai operator harus rajin me-reviewnya.

Sebaiknya setiap 6 bulan sekali dilakukan review sebab system harus mengikuti perkembangan marketing bukan sebaliknya sales marketing harus mengikuti system yang baku, atau paling tidak setahun sekali sesuai dengan perubahan Business Plan.

Sales marketing harus active, teliti dan accurate dalam men-tracking data. Apabila front office / Reservation ragu-ragu meng-indentified bookingan, keep asking to Sales Marketing.

Have a blessed time!