Segmentation and segmentation strategy in the hospitality industry vary widely. Even as you identify psychographic profiles and segments for your target customers, keep in mind that there are often sub-segments within larger segments. It’s pretty complex, but Professor Bill Carroll recommends viewing segmentation as taking place within a “continuum”.
Here, Professor Bill Carroll from Cornell’s School of Hotel Administration discusses market segmentation in depth. This video is part of eCornell’s free online course Marketing the Hospitality Brand through New Media: Social, Mobile & Search. This course is your virtual toolkit for driving revenue through new media. It’s 100% free. 100% online.