Marketing Case Study for Radisson

3171 Words13 Pages
Introduction Radisson Hotels & Resorts is one of the leading, full-service global hotel companies with over 420 locations in 73 countries. They are passionate about “Yes I Can!” service philosophy which empowers employees to make sure that they are completely satisfied during the stay. With locations worldwide, Radisson has accommodations for every kind of need. From hosting small meetings, to orchestrating large group events, they take pride on developing mutually rewarding relationships with their meeting planners and delivering a consistently satisfying experience. Each Radisson has a number of trademarked guest programs, services, and facilities that range from loyalty programs to wireless internet access. The…show more content…
The first stage of the segmentation process involves the selection of suitable variables for putting the customers into groups. These are also called as base variables or the segmentation basis. Research plays an important role in segmentation as segmentation analysis requires a range of data form a wide variety of sources on markets, customers’ attitudes, motives and behavior as well as competitor information. The hotel catered to a wide range of market segments. Whether one defined segments in terms of purpose of travel (commercial travelers, convention attendee, casual tourists, etc) or quality of accommodation desired (mini-single, standard rooms of various sizes and types, or elaborate suites)Radisson could accommodate any market segment in large quantities. Social Class and Lifestyles Of Hotel Customer Segments

This hotel customer segment spends much discretionary income on comfort, pleasure, time-savers, eating out and entertainment, their health, their homes, staying young and aesthetic treats. Hotel market segmentation provides insights to lifestyles of the primary hotel customer segment. Education and income indicate that the most common lifestyle among hotel

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