Marketing in Travel and Tourism

MARKETING IN TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION.......................................................................................................................................2
MAIN BODY..............................................................................................................................................2
How organization segments their consumers...........................................................................................2
Types of target marketing strategy used by Hyatt hotel, Birmingham.....................................................4
Positioning strategy used by firm............................................................................................................5
CONCLUSION...........................................................................................................................................6
REFERENCES............................................................................................................................................7

INTRODUCTION
The current study is based on Hyatt Hotel, is established in city centre of Birmingham,
England. This hotel stands at a height of 75 meters and has 24 floors with 319 guest rooms. It has blue
glass exterior façade and stands across road from global convention centre. It was built and run by Hyatt
regency Birmingham Ltd.
MAIN BODY
How organization segments their consumers
Market segmentation is the procedure of dividing a target market into smaller or more
defined categories (Bruwer, Roediger and Herbst, 2017). It divides people and consumers into
units that share similar features such as needs, demographics, interests or locations. Tourism
business market segments are created by one or combination of different elements, such as age,
socio economic status, geography and motive. Different types of segmentation can be used by
tourism business, mentioned below:
Demographic segmentation-
It is one of the most basic and commonly used kinds of market segmentation can be used
by tourism enterprises, it refers to statistical data about group of individual (Gavens and et.al.,
2019). Age, Income, family situation, gender and education are the most important elements of
this segmentation. On the basis of these components tourism business management take decision
to divide their target market and then decide how to serve their services or products accordingly.
All above examples are helpful for segmenting business to consumer’s audiences.
Psychographic segmentation-
This categorizes people and consumers by elements that relate to their characteristics and
personalities (Dixit, Lee and Loo, 2019). Personality traits, lifestyles, attitudes and psychological
influences are the factors included in this segmentation that are slightly more complex to
determine than demographics because they are subjective. They are not data centered and needs
research to comprehend and uncover. It considered as another way to categorize people or guest