The use of demographic data in marketing your property can be effective, and certain hotels are currently engaged in targeting particular consumer types in their marketing programs. A study by the online travel agency, Orbitz Worldwide Inc., revealed that Mac users spend up to 30% more per night on hotels.
As a result, Orbitz has begun a program to offer these consumers higher quality travel options than PC users. It is believed that those who purchase more expensive Mac computers are also more likely to spend more on their travel. Niche marketing is not a new concept, but can be implemented in fresh ways to contact those who are more likely to be interested in a quality travel experience. Specialized marketing programs that target unique segments of the travel market can be an effective method of increasing your property’s market share.
The gathering and evaluation of individual preferences, including demographic information on purchasing patterns can be useful in marketing your hotel. Although there are many other factors including discounts, booking habits and so forth that play a significant role in what hotel a customer chooses, implementing the use of demographic information from various sources can assist you in promoting your hotel to the “right” customer.
As a hospitality executive search firm for the past 36 years, Bentley Price Associates, Inc. is watching the trends in marketing. Hotel recruiters from our firm locate the brightest applicants who will be the best match for your hotel.