Marketing Strategies and Positioning of Hyatt in the Travel and Tourism Industry

Travel and
Tourism
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Segmentation of customer base ..................................................................................................1
Types of marketing strategy adopted by Hyatt............................................................................2
Positioning strategy of Hyatt ......................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Hyatt Hotels Corporation is American Hospitality company having the headquarters in
Riverside Plaza, Chicago. It manages & franchises business and luxury hotel, resorts and the
vacation properties. Hyatt is recognised at number 32 in the listings by Fortune Magazine for the
best companies to work in. It has been awarded by Human Rights Campaign with 100% equality
index from 10 years.
MAIN BODY
Segmentation of customer base
Segmentation refers to process of dividing market into potential customers in groups,
segments on the basis of different characteristics. Segments which are created consists of
different consumers responding similar to the marketing strategies sharing traits like needs,
interests or the locations (Eugenio-Martin and Inchausti-Sintes, 2016).
Different types of segmentation
There are different types of market segmentation:
Demographic segmentation
This is the commonly used market segmentation by most of the businesses. It is based
over the statistical data for a group. Demographic segmentation is framed by business over age,
income, location, annual income and education. This type of segmentation is factual and
statistical, and is more easier to research. In segmentation of this type helps the hospitality
industry to narrow down the markets. Some hotels target over a specifically chosen group.
Psycho-graphic Segmentation
Psycho-graphic is like demographic segmentation, only difference is that it has focus
over emotional and mental characteristics. The factors give valuable insights about the
preferences, motives and the needs. Businesses by adopting these aspects associated with the
target audience will help in creating contents appealing them more efficiently. Examples of the
psycho-graphic characteristic includes personality interests, traits, values, beliefs, lifestyles and
the attitude (Mulet-Forteza and et.al., 2018). When the response of the target audience is
different from the motive, companies are required to put the psycho-graphic information.
Behavioural Segmentation
Another segmentation is based on the behaviours of consumers mainly regarding the
product and services offered by the industries. Companies divide their target group of audiences
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