Market segmentation and selection

9 important questions on Market segmentation and selection

What is a transient guest mean?

A temporary individual guest.

What is the definition of a wholesaler?

A wholesaler purchases individual travel components at a discount based upon volume, and repackages the components and sells them to a consumer on a retail basis, either directly through the wholesale organization or via a travel agent.

Name a example of a Wholesaler

He books a four rooms in a weekend, with 4 skipasses and 4 flight tickets. Now he can offer a total package.
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What are the generational sub-segments?

  • Silver haired seniors (silent generation) before 1946
  • Baby boomers 1946 - 1964
  • Generation X 1965 - 1976
  • Generation Y 1977 -1994
  • Millennials after 1994

What does displacement analysis mean?

Determining the optimal mix of business, assessing the worth of one customer versus another.

What is a primary purchase?

A primary purchase is defined as as the main purchase made during a single or series of transactions. (the hotel room)

What is an ancillary purchase?

Is defined as a supplementary or additional purchase. (breakfast by the hotelroom)

What is the Total Customer worth formula?

(Primary rev + Ancillary rev - acquisition costs) x Propensity Y

What is the difference between customer worth and customer value?

Customer worth refers to the value an organization places on a customer. Customer value is from the customers point of view how much value they refer to good or service.

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