A specific group of consumers most likely to purchase accommodations and related services from hotels forms the core focus of sales and marketing efforts. For example, a luxury hotel might focus on affluent travelers seeking high-end amenities, while a budget-friendly hotel chain may cater to families and business travelers seeking value. Understanding the characteristics, needs, and preferences of this group allows hotels to tailor their offerings and messaging effectively.
Identifying and catering to this core consumer base is essential for hotel profitability and sustainability. A well-defined focus allows for efficient allocation of resources, optimized pricing strategies, and the development of services and amenities that resonate with the intended clientele. Historically, the hospitality industry has evolved from catering to a relatively homogenous group of travelers to recognizing the diverse needs of various segments, leading to specialized offerings like eco-hotels, business hotels, and resorts. This evolution underscores the significance of accurately defining and understanding the specific consumer group being served.
