Importance of Market Segmentation in Targeting Customers in Hotel Hilton

This report discusses the importance of market segmentation in targeting customers in Hotel Hilton. It explores different ways to profile customers and drivers of customer engagement in hotels. The report also provides a customer experience map of Hotel Hilton.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Importance of market segmentation in targeting customers in hotel Hilton. ..............................3
Different ways to profile the customers ......................................................................................4
Drivers of customer engagement in hotels...................................................................................4
Customer experience map............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
A customers behaviour is proper study of t how any individual customer or any group
select and buy the product and services, ideas good and the services according to their needs
and wants and customers insight is an interpretation by the companies business to take deep
knowledge of the human behavior so company can make product according to the customers
demand.
This report will take Hotel Hilton for the study and it will explain the impotence of the
market. This report will provide impotence of the market segment in targeting the customers. It
will also discuss the different to profile the customers (De Keyser and et.al., 2015). This report
will explain Drivers of customer engagement in hotels and in the end of this report will provide
Customer experience map of the Hotel Hilton.
MAIN BODY
Importance of market segmentation in targeting customers in hotel Hilton.
The hotel industry have the proper level of market segmentation which in ways has to be
considered as the important aspects of way in dividing of potential customers into different level
of group as per there set range of characteristics (Peppers and Rogers., 2016). The generals ways
of identifying characteristic van be such as the point to age, race, income, and general personality
traits when creating these groups as which can create level of authorization is necessary in like
hood of booking.
There is the consideration of having efficient level of market segmentation which will
create the level of prospectus to have to development of specificity. This makes hotel Hilton to
have proper level of strategic planning and decision-making which will helps in paying major
focus effects which is appealing more of sale and marketing captivities.
This also helps in benefiting in ways more of marketing and sales efforts which can be
turned out to be more practicals and easier measure to earn level of profitability of business. The
company will make highly level of features along with development of deals which will be loved
by their target customers (Goodman., 2019). This is significantly made more enactable in
attracting more level of guest ans increase the customer revenue in better terms.
The segmentation take place an important role in hotel Hilton by paying major preference
on based of location, size, preferred amenities along with travel type which makes the company

to increase better level of coordination with customer needs and wants in order to provide
maximum level of satisfaction which is being considered as the category point of development of
growth and prosperity of hotel Hilton development.
The target area of hotel as all about the grouping up the people which is having the
belongingness of same demographic group. The target market oftener are considerer to be the
group which are considered easier to have proper marketing sales who ever are interested in
enjoying the services of hotel Hilton. Target market helps in more specific times so there can be
proper level of generalizing to attract potential and profitable customers as the book of ideal
guest development.
Different ways to profile the customers
With use of demographies and psychogeriatrics characteristics which will helps in
developing the customer data segments by having the outline of demographic traits along with
lifestyle preferences and behaviour of consumer (Koetz., 2019). The next can be done by
creating the level of survey which have the major inclusion of conversation with customer along
with masking proper analysis of hotel booking data and online research to make the customer
more dignified with their systematic preference of developing the individuality.
The major level of profiling that can be used by company can be such as the
1. Guest profile in order of addressing the real taste and preferences which have inclusion of
following Isolde such as address, communication's one, preferences, and many more
which makes hotel Hilton to have maximum data base for company to have management
of hotel industry.
2. Company profile is about recording details which does business with hotel, past business
and also future prospects as the company have necessity of serviceable sub-branches in
belongingness to different cities (Homburg, Jozić and Kuehnl., 2017). This helps the
hotel to create the master company profile with multiple level of sub profiles. This helps
in creating the ales to have generation of productivity as per business in ways of selecting
the master profiles and makes the calculates of productivity in speedboater manners from
each sub profile.
3. Group profile which is done in mainly manner by the company or travel agents which
have the proper level of containing the series of guest tours and conferences which can be
use as data more valuable and available to different level of fields which to company

more travel Garnett profiles. There is consideration of major preservationists a Company
profile or a Travel Agent profile is attached to the reservation.
Drivers of customer engagement in hotels
There are various level of strategies which is being used by the hotel Hilton in order to
increase the level of engagement of customer in hotel which is developing as more level of
profitably in business (Jain, Aagja and Bagdare., 2017). The tools can be such as the
Social media engagement strategies which helps in over all developing the voracious
level of ideas in innovative term which will be help the business to extend over all place. There
should be proper level of promotion if destination before providing the hotel services. There
should be landing the movement of travel in travelling more of planning a booking stage with
existence of exist efferent.
The existence of powerful consent should be more specific in developing the
individuality of business. There should proper level responder in business as communication is
being considered as important parts and aspects which can be viewed with variety of time. This
creates al level of goodwill in promoting the level of business development. The use of
influencer marketing will helps in making development of influencer such as the blogger or
association leaders which have power in order to influence the individual the level of contents
Platforming
The mode of using more advertising tools which is beginning of several levels of
channels that can be used for promotion in more specific manner begin to build customer loyalty
to their brand (De Keyser and et.al., 2015). For the distributary which are loaning t hospitality
should have the nothing which is more important than there guest. Knowing how to best serve
them and communicate with them is key to having them come back.
Customer experience map
The creation of customer experience map has been discusser as the efficient parts of
complaisant to have development in more level of significance which will help company in
proper analysis the customer need to be met by falsity of hotel as per the review and feedback of
variety of customer who used to vision hotel Hilton have level of specification for development.
The step were signified as such as touch points
Research Of Hotel

The hotel Hilton has the significances of its brand image which help in developing the voracious
level of perspective of business. It was easy to find the hotel Hilton for customer as they are
placed as posh area of cities.
Making The Reservation
as per the views the hotel online application has meek them easy to make performant booking
along with having existence of maximum offers that can be venial by the customer (Koetz.,
2019).
Arrivals At Hotels
As per the views of various level of customer It was easy to find the hotel Hilton for customer as
they are placed as posh area of cities.
Check Innovative
the check in was better as there are lacks of waiting line which is providing the seek level of
comfort in developing the goals and objective achievement of company
Guest Room Usage
Experience were fascinating as customer where be able to have the enjoyment of interior level of
designate in guest room which has make the customer more amazed with developing and
innovative idea of hotel Hilton
Pay And Check Out
There was paying out the check in easier way which helps customer to find easiness without anys
level of disturbance.
At last, it helps in This also helps in benefiting in ways more of marketing and sales
efforts which can be turned out to be more practicals and easier measure to earn level of
profitability of business (Peppers and Rogers., 2016). The company will make highly level of
features along with development of deals which will be loved by their target customers.
CONCLUSION
`As per the report has been taken Hotel Hilton for the study and it has been explained the
impotence of the market. This report has been provided impotence of the market segment in
targeting the customers. It also has been discussed the different to profile the customers. This
report has been explained Drivers of customer engagement in hotels and in the end of this report
has been provided Customer experience map of the Hotel Hilton. This report has been explained
this all briefly.

REFERENCES
Books and journal
De Keyser, A. and et.al., 2015. A framework for understanding and managing the customer
experience. Marketing Science Institute working paper series.15(121). pp.1-48.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science.45(3). pp.377-401.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice.27(3). pp.642-662.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.40(1). pp.10-17.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.