Demographic or Psychographic Hotel Segmentation? The Emerging Market of Domestic Women Business Travellers

Abstract

Market segmentation is a key marketing strategy practised by hotels. Adoption of a combination approach where demographic variables are amalgamated with the psychographic constructs can be utilized to segment the women on a domestic business trip. This will yield enlightening results for the hospitality marketers which will eventually enable them to design marketing mixes and products suited to fulfil the requirements and preferences of this particular segment of women. Using online surveys along with qualitative techniques for collecting data and analysing them through multivariate statistical techniques may take the hospitality industry to the next level of success.