Know Your Guests’ Demographics and Win the Market

ZUZU Hospitality
1 min read

Simple Steps for Hotels to Understand Their Guest Segments

Understanding who stays at your hotel—and why—doesn’t have to be overwhelming. With just a few simple steps, you can start identifying guest segments based on real behaviors and preferences. This guide includes practical actions, templates, and checklists to help you get started today.

Why Segment Your Guests?

Guest segmentation isn’t just a marketing buzzword—it’s a key strategy for better hospitality. By grouping guests based on shared characteristics, you can:

  • Personalize services and promotions

  • Boost satisfaction and repeat visits

  • Maximize revenue by aligning offers with guest needs

Quick Wins: What You Can Do Today

1. Review Recent Bookings

  • Open your Property Management System (PMS) or booking logs.

  • Look at the last 20–30 reservations.

  • Take note of:

    • Reason for stay (business, leisure, group, etc.)

    • Booking channel (OTA, direct, corporate)

    • Length of stay

    • Special requests or preferences

2. Scan Guest Reviews

  • Check recent reviews on platforms like Google or TripAdvisor.

  • Look for patterns: Are guests traveling for work? Do they mention specific amenities or experiences?

3. Talk to Your Front Desk Team

  • Have a quick huddle with your front-of-house staff.

  • Ask them:

    • Who are the most common types of guests?

    • What do guests frequently request or complain about?

Getting Started with Guest Segmentation

Step 1: Gather Basic Guest Data

Use data from your PMS, check-in forms, or surveys to collect:

  • Age range

  • Gender

  • City or country of origin

  • Reason for travel

  • Booking source

 

Step 2: Define Your Guest Segments

Start with a few simple categories:

  • Business travelers

  • Vacationing couples or families

  • Solo travelers

  • Long-stay vs. short-stay guests

As you gather more data, you can refine or expand your segments.

 

Step 3: Send a Quick Survey

  • Share a short survey during or after the guest’s stay.

  • Ask about purpose of visit, preferences, and overall satisfaction.

  • Use a ready-made template for fast setup (see below).

 

Step 4: Build Simple Guest Profiles

For each segment, create a basic profile:

  • Who are they? (e.g., “Solo travelers from Singapore, ages 25–35”)

  • What do they care about? (e.g., affordable rates, social common areas)

  • What can you offer them? (e.g., high-speed Wi-Fi, flexible check-in, group discounts)

Templates & Checklists You Can Use

Guest Segmentation Starter Checklist:

  • ✅ Review last 30 bookings for patterns

  • ✅ Analyze recent guest reviews

  • ✅ Get insights from front desk staff

  • ✅ Collect basic data during check-in

  • ✅ Send post-stay surveys for deeper insights

*Send via email, WhatsApp, or as a QR code at check-out for quick feedback.*

Tips for Immediate Impact

  • Keep it simple: Start with just 3–4 guest segments. You can always refine or expand as you gather more data.

  • Automate feedback collection: Use tools like Google Forms or 123FormBuilder to easily send surveys and collect insights.

  • Act quickly on insights: If you learn that business travelers value fast check-ins, try setting up an express check-in counter for a week and track the response.

What’s Next? Keep Improving 🚀

  • Review your segments regularly: Revisit your guest profiles at least once a month to reflect new patterns or feedback.

  • Test targeted offers: Try launching special deals tailored to each segment—like family packages during school holidays or loyalty perks for long-stay guests.

  • Refine based on real feedback: Use guest reviews and survey responses to adjust your services, amenities, and marketing content.

By starting with these simple steps and using the templates provided, any hotel—big or small—can quickly build a better understanding of their guests. The result? Smarter service, happier guests, and stronger loyalty.

Focus on what guests feel. We’ll focus on what keeps you running.

At ZUZU, we believe the heart of hospitality lies in creating memorable guest experiences. That’s why we take the operational load off your plate—handling your backend systems, pricing strategies, and OTA distribution—so your team can focus on what matters most: delighting every guest. When you truly understand who your guests are and what they value, you can personalize their stay, increase satisfaction, and build loyalty. We’ll handle the tech and data behind the scenes, so you can stay fully present at the front.

Learn More

Why ZUZU? A True Partner for Independent Hotels

ZUZU’s all-in-one solution combines the power of smart technology with human expertise, making advanced revenue management, distribution, and guest experience strategies accessible to independent hotels—without the cost or complexity of branded chains. The result: hotels that are more agile, more profitable, and better equipped to deliver the experiences guests crave.

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Want to find out if your revenue strategy is optimized?
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by Ethan W
Head of Pricing

With a decade of experience across the hospitality industry—including hotels, OTAs, and bedbanks—Ethan brings expertise in sales, account management, and revenue optimization. Passionate about educating hotel partners, he helps them explore effective pricing strategies to maximize revenue. Through content, Ethan shares real-world strategies and data-driven insights from working closely with hotels, empowering them to make informed pricing decisions while focusing on delivering exceptional guest experiences.

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