Guest segmentation in newsletter marketing is about dividing recipients into heterogeneous groups based on commonalities. For each group, specific customer needs and desires become apparent, allowing for a personalized and targeted approach. This increases the efficiency of newsletter campaigns, strengthens guest loyalty and increases the probability of successful conversions. In order to select the appropriate guest segmentation criteria for hotel newsletters, it is important to clearly define the goal of the respective newsletter campaign. The ADDITIVE checklist provides an overview of this.
Through segmentation, recipients are provided with exactly those offers and information they need for their individual vacation planning.
With the ADDITIVE+ NEWSLETTER tool, one-click guest segmentation is easier than ever. The right list of recipients for each mailing is quickly created using the many filter and combination options and can be retrieved at any time.
The most important options in the field of segmentation
1. Demographic Segmentation
Demographic segmentation involves assigning guests based on age, gender, or income bracket, for example. It is one of the simplest methods of segmentation. Demographic factors determine what kind of services or offers a guest is interested in or how much he or she wants to spend on them.2. Geographical Segmentation
In this case, the target groups depend on the guests' area of origin. Segmentation can be done at the state level as well as on the basis of smaller regions or states within a state. Such subdivision makes it easier to accommodate interests and cultural differences. It also allows different needs, such as school vacations or peak travel times, to be taken into account and guests to be contacted at appropriate times.Through segmentation, recipients are provided with exactly those offers and information they need for their individual vacation planning.
3. Thematic Segmentation
This type of segmentation is based on guests' interests in activities and leisure opportunities in and around the hotel. Typical themes are hiking, culinary, wellness or skiing. At the same time, recipients can be targeted with appropriate content based on their lifestyle preferences, such as a focus on sustainability and regionality. Thematic segmentation provides recipients with exactly the offers and information they need for their individual vacation planning.4. Temporal Segmentation
Temporal segmentation is the division into summer and winter guests, or guests traveling in high and low season. In this way, it is possible to directly target groups with offers and themes related to the corresponding season. It is also possible to offer an incentive to visit the hotel in a different season, for example with incentive vouchers.5. Segmentation Based on Travel Groups
Travel groups are divided into singles, couples, families or larger groups. Again, it is important to target these groups with appealing information, packages and recreational opportunities at appropriate times of the year. For example, while a wide range of childcare and entertainment options is important for families, adults-only options are more important for singles and couples.6. Segmentation by Length of Stay
This segmentation targets guests with packages or specials based on their length of stay. For example, short-stay or midweek packages are appropriate for recipients who prefer a short vacation. Guests with a longer average length of stay, on the other hand, can be motivated to return for a longer vacation. This personalized approach to marketing and communication leads to long-term success in both customer loyalty and revenue generation.With the ADDITIVE+ NEWSLETTER tool, one-click guest segmentation is easier than ever. The right list of recipients for each mailing is quickly created using the many filter and combination options and can be retrieved at any time.
We would be happy to provide you with a no-obligation consultation to explain how you can profitably use newsletter marketing in your hotel:
