September 11, 2018

Hotel marketers look beyond usual guest demographics


Data and technology must be applied at even greater lengths to help eradicate assumptions about different generations of travelers.

It is time to finally place the tag “millennial” in the bottom drawer when it comes to discussing, analyzing and planning hotel development, marketing and distribution, according to hoteliers.

But that does not mean hotel marketing strategies have become any less complicated.

During a panel at the recent Hotel Data Conference titled “Life stage, not age: Demystifying guest psychographics,” hoteliers said consumer behavior is far more about where the guest is in their life, how much they are willing to pay and how they identify themselves.

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