Segmentation, Targeting, and Positioning in Travel and Tourism Marketing

Travel and Tourism
Marketing

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
How the organisation segments its customer base......................................................................1
Types of target marketing strategy adopted by the Organisations..............................................2
positioning strategy used by your organisation...........................................................................3
Conclusion.......................................................................................................................................4
REFERENCES................................................................................................................................5

Introduction
Tourism, can basically be regarded as an activity that can be stated as short term
movement of people to places to be away from their actual residence. Travel and Tourism
(Sofronov, B., 2018Leung, ., Au, and Law). It is one of the biggest as well as fastest growing
industry in the world. This comprises of various activities including lodging operations, transport
services and retail store. Hyatt hotel, is one of the top companies in the hospitality industry and
highly value their talented people in order to become best performing company and get a edge of
their immediate competitors.
Main Body
How the organisation segments its customer base
Market segmentations can be defined as a process of dividing their target market into
small quantity. It segments the people on the basis of group that have quite similar interests that
can include demographics, interest, needs or locations (Camilleri, 2018.). Each of the different
segmentations have divided into needs and expectations. The company can get a better
understanding on it and getting details about the different types of market segmentations. This
can be discussed in detail below:
 Demographic segmentations: This is one of the most common type of market
segmentations. This is referred to as segmentations on the basis of demographics of the
people that can includes age, gender, income, location, family, annual income, education
and ethnicity. This information is primarily based on facts and it can be easily be
researched on various sites of market research. In order to undertake this segment, it is
must for Hyatt has to undertake intensive research and segmented their market based on
income level. This has aided their customers to be have a flexibility to choose they want
three star, four star or five star experience.
 Psycho-graphic segmentations: This type of segmentation is mainly based on the
customer's personality and interest. The company can segment their customer's on
various aspects that include personality trait, life goals, values, benefits and life style. It
might not be easy for the management to determine as it isn't each to identify as they are
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