Chapter 12 Marketing to Chapter 12 Marketing to Special SegmentsSpecial Segments

Reunion groups, juries, out-of-town wedding or funeral guests, truckers, sports teams, and movie crews are just few examples of the small or special market segments that many properties are now targeting.

International TravelersInternational Travelers

One of the fastest growing and most profitable special segments is the international traveler market.

International TravelersInternational Travelers

Definition Travelers originating from points outside the

country. Categories

North American Travelers European Travelers. Other international travelers (Asian, Australian,

African, etc.)

Define several patterns in the Define several patterns in the international traveler marketinternational traveler market Point of origin Reasons for travel to our country

The quality of nightlife, shopping, and accommodations as reasons for visiting.

Destinations The Japanese usually prefer large cities and tent to stay in

just one per trip. The French also prefer cities that offer cultural events and

nightlife. The British opt for such destinations as the Grand Canyon or

Rocky Mountains. Germans often tour extensively or select beach vacations in

Florida or Hawaii. Length of Stay

The Decision-MakerThe Decision-Maker

Individual guests: Foreign Independent Travel (FIT).

Local- or foreign-company managers Tour operators and wholesalers Travel agents Receptive agents

Meeting the Needs of International Meeting the Needs of International TravelersTravelers

Making reservations Language barriers Transportation to the hotel Methods of payment

Prepaid voucher programs Special appliances

Finding International TravelersFinding International Travelers Familiarity is important to many international

travelers. Hilton, Best Western International, and Sheraton are

well-known abroad. Independent or small properties

Seek out international travelers. Schools, colleges, and universities bring foreign

exchange students or special study groups into the country.

Service and fraternal clubs. International marketing manuals and directories.

Reaching International TravelersReaching International Travelers

Affiliation with a travel supplier such as an airline.

Destination area efforts. Individual property efforts.

Personal selling, participation in trade shows, advertising, the Internet, direct mail, and public relations.

HoneymoonersHoneymooners

A honeymoon market can be extremely profitable for the hospitality industry. Honeymooners are usually loyal guests.

HoneymoonersHoneymooners Market Characteristics

Many return to their honeymoon property for anniversary visits or recommend it to friends.

Professional careers who are sophisticated and affluent.

They look for special activities at their destination location.

Today’s honeymoon tend to be short; weekend packages.

Destination wedding trend. The Decision-Maker

Someone in the wedding party. Use the services of a travel agent.

Meeting the Needs of HoneymoonersMeeting the Needs of Honeymooners

Trip periods: one to two weeks Looking for romantic atmosphere, privacy, and a

lot of activities at an affordable price. Special packages are appealing to many

honeymoon couples on a budget. All-inclusive packages-meals, accommodations,

entertainment, sporting equipment, tips, and so on, included in one price-are attractive to newlyweds who do not want to be bothered with details.

Adventure honeymoons have gained popularity.

Finding HoneymoonersFinding Honeymooners

Watching for engagement announcements in local newspapers

Participating in bridal promotions hosted by local department stores or specialty boutiques.

Participating in a bridal fair. Travel agents: Invite travel agents to tour

the property during a bridal fair.

Reaching HoneymoonersReaching Honeymooners Effective means

Direct mail: Letter of congratulation and invitations to special events at the property.

Advertising (see Exhibit 6). Letting the couple experience the property for

themselves during a champagne brunch or giving them a personal tour of the property.

Inviting the society writers of local newspapers to property functions.

Creating a unique honeymoon package or offering a special honeymoon package as a prize in local or national contests or on game shows.

The Sports MarketThe Sports Market

Professional and college sports, prep teams, professional and amateur tournaments, special sporting events, and other sports-related activities can generated business.

Professional TeamsProfessional Teams

While attracting professional teams can be profitable-and often results in publicity for a property-their impact on business can vary greatly. Professional football teams: 20 games a year,

additional room nights and food business. Location is the prime factor for professional

sports teams in selecting a property.

Serve the professional market Personal greeting Efficient registration Food functions Meeting rooms Other services

Reaching the market Football teams: contact by phone or direct mail or

through inquiries to the respective leagues. Baseball teams: major- and minor-league offices. Basketball teams: League offices.

Other teamsOther teams College team sports segment High school and other youth teams Teams and fans Individual sports market. At the amateur level, tournaments, competitions,

and other special events. The Internet The fans and support personnel. The Supporters

Government TravelersGovernment Travelers

Federal, state, and local government provide numerous opportunities for properties to increase room occupancies through the year.

How expense money is allocated?How expense money is allocated?

Straight per diem A dollar figure allocated to cover lodging, meals, local

transportation, and gratuities when government employees travel on official business.

Actual and necessary per diem The maximum amount an employ may spend

regardless of location and is usually to or higher than the straight per diem rate.

Contract per diem The most complex of the pricing arrangements, and

incorporates the total cost of accommodations, meals, gratuities, travel expenses, and so on.

Reach the marketReach the market

Direct sales Direct mail Advertising (see Exhibit 10)

Travel with DisabilitiesTravel with Disabilities Categories

Those with mobility impairments Those with hearing impairments Those with visual impairments

Facilities Adding ramps, widening doors, and providing special p

arking spaces. Visual impairments: directories and menus printed in br

aille, raised room numbers, and braille labels in elevators.

Hearing impairments: amplified phones, special telecommunication services.

Other Special SegmentsOther Special Segments Reunion Attendees Travel Crews and Distressed Passengers Truckers Construction Crews Movie Crews Military Personnel Sequestered Juries Overflow/Local Business.