Market Segmentation

Braidwood Hospitality Management assists small & medium sized hotels & resorts with maximizing their hotel’s potential from each market segment. Understanding your hotel’s potential from any given segment; coupled with a strategic yield management strategy; will improve occupancy, rate and revenue ensuring your hotel will attain its maximum performance.

Braidwood understand how to apply the economics of Pareto’s Principle (20% of customers produce 80% of the profits) to the business of hospitality sales, marketing, advertising and promotion ensuring our clients achieve their maximum potential. We quickly identify which segments have the potential to produce 80 percent of your hotel’s revenue and develop these segments to ensure your hotel is achieving fair market share.

This starts with understanding the market in which any given hotel operates. A fundamental understanding of the competitive environment, key economic drivers and historical trends are essential to understanding which market segments are relevant. The two main market segments are Transient and Group. However, these can be further segmented depending on each hotel’s individual trading area and feeder markets. Examples of these are as follow:

Transient Segments: Rack, Corporate, Government and Seniors etc
Group Segments: Corporate, Association and Sports etc

Braidwood understands the “Pareto’s Principle” discovered back in 1906 by an economist named Vilfredo Federico Damaso Pareto who discovered that 20% of customers produce 80% of the profits! We understand how to apply the economics of Pareto’s Principle to the business of sales, marketing, advertising and promotion (Price, Product, Positioning and Promotion) ensuring our clients achieve their maximum potential.