Why guest segmentation matters more than ever for hotels

With shifting guest expectations and economic uncertainty, segmentation isn’t just a marketing upgrade - it’s a business imperative

In today’s attention-fragmented digital environment, many hotels are still sending generic, one-size-fits-all marketing messages—despite clear evidence that personalization drives better engagement. With 81% of consumers preferring personalized experiences, guest segmentation is no longer optional; it’s essential. Hotels can significantly improve their marketing performance by using the guest data they already collect to divide audiences into meaningful groups and deliver more relevant, timely communication.

Key takeaways

• Generic outreach is ineffective: Mass emails to entire databases are increasingly ignored and often relegated to spam folders.
• Segmentation drives engagement: Breaking down your audience based on booking history, preferences, and behaviors leads to more personalized and effective communication.
• Consumers expect personalization: 81% of guests prefer brands that understand and personalize their experience, both digitally and in-person.
• Use the data you already have: Effective segmentation doesn’t require invasive data collection; existing data like past stays, booking channels, or spending habits can be enough.
• Strategic impact: Tailored messaging improves Find, Book, and Grow strategies—helping attract new guests, convert more bookings, and increase loyalty.
• Immediate action: A practical guide now available offers five easy segmentation strategies hotels can implement today.

Download the full guide at Cendyn