This report discusses the concept of market segmentation and its importance in developing marketing strategies. It explores the case study of Novotel Wollongong North-Beach Hotel and its marketing segmentation and customer engagement strategies. The report also examines the market trends in the hospitality industry, the competition faced by Novotel, and how the hotel differentiates itself. It provides insights into the business model of Accor Hotel Group and its effectiveness. Additionally, the report discusses the social media engagement of Novotel Wollongong and its impact on brand reputation. This comprehensive report is a valuable resource for marketers and business managers.