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Why guest segmentation matters more than ever for hotels

  • Automatic
  • 23 May 2025
  • 1 minute read
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This article was written by Hospitality Today. Click here to read the original article

With shifting guest expectations and economic uncertainty, segmentation isn’t just a marketing upgrade – it’s a business imperative

May 23, 2025

In today’s attention-fragmented digital environment, many hotels are still sending generic, one-size-fits-all marketing messages—despite clear evidence that personalization drives better engagement. With 81% of consumers preferring personalized experiences, guest segmentation is no longer optional; it’s essential. Hotels can significantly improve their marketing performance by using the guest data they already collect to divide audiences into meaningful groups and deliver more relevant, timely communication.

Key takeaways

  • Generic outreach is ineffective: Mass emails to entire databases are increasingly ignored and often relegated to spam folders.
  • Segmentation drives engagement: Breaking down your audience based on booking history, preferences, and behaviors leads to more personalized and effective communication.
  • Consumers expect personalization: 81% of guests prefer brands that understand and personalize their experience, both digitally and in-person.
  • Use the data you already have: Effective segmentation doesn’t require invasive data collection; existing data like past stays, booking channels, or spending habits can be enough.
  • Strategic impact: Tailored messaging improves Find, Book, and Grow strategies—helping attract new guests, convert more bookings, and increase loyalty.
  • Immediate action: A practical guide now available offers five easy segmentation strategies hotels can implement today.

Download the full guide at Cendyn

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