Exploring Geographic Segmentation: Elevating Hospitality Experiences with 5 Location-Based Strategies

Exploring Geographic Segmentation: Elevating Hospitality Experiences with 5 Location-Based Strategies

40 percent of consumers say irrelevant content is the worst thing about email.

People behave differently based on location, culture, climate, etc., so incorporate these factors into your campaigns. Marketers use geographic segmentation to leverage these location-dependent characteristics to provide more relevant, more personalized, and more satisfying customer experiences.

This especially applies to the hospitality industry, where tailor-made experiences are essential to customer acquisition and repeat business. This article discusses five effective location-based strategies those in leisure and accommodations can use in their marketing.

RELATED: What Is Personalization Going to Look Like Long Term? See What Marketers Have to Say

What are the top 5 location-based strategies for elevating hospitality experiences?

1. Segment by location

Segmenting by location is helpful for running a business within a specific area. For instance, a hotelier in Atlanta might anticipate an important NFL game in the city by restricting a send list to people in the opposing team’s city. This will result in more effective communications with a highly relevant audience.

In addition to streamlining marketing and advertising, segmenting by location helps marketers understand the location-based attributes of their target market and identify trends over time. With this information, companies can finetune experiences to create more personalized journeys for target audiences in their respective locations.

2. Segment by climate

The climate of a geographical location significantly impacts how people within that area behave. For instance, people living where the weather is cold all year would likely adopt thick clothing and shoes, hot drinks, smoking, and lounges with a fireplace.

Businesses can streamline their marketing to reach people based on their climate-induced behavior. For example, a resort management company can segment data from across its properties, searching for customers with recent visits to cold weather destinations and retarget them with a promotion for a soon-to-open ski resort, focusing on side attractions such as hot baths, fireplaces, and body-warming breakfasts.

3. Segment by cultural behavior

Culture significantly shapes people’s mindsets, preferences, and behavior, invariably impacting their buying decisions. With culture-based geographic segmentation, you can market specific events during festive periods where your prospects are more likely to seek them. 

The top cultural events to channel your marketing to in the US are Halloween, Christmas, Mardi Gras, and St. Patrick’s Day. Restaurants can tap into community meal preferences specific to different festivals during these times and promote to local audiences.

4. Segment by living environments

It makes sense to segment by environment, as people have unique needs depending on the nature of how they live. In a hospitality business, this type of geographic segmentation is embedded into the services your brand offers.

Typically, these include traveler types such as solo, business, family, and couples; culinary offerings; and types of event hosted. Segmentation strategies ought to match those targeted for bookings.

5. Segment by language

Marketing is more effective when it is personalized. Therefore, reaching people with more personalized messaging and imagery can help you get better results from your marketing campaigns. 

Especially for multinational brands, segmenting by language allows your messages to easily connect with your audiences and get them interested in your offerings. As an example, say if a music festival wants to target French-speaking customers, they could create promotions, advertisements, and social media content in French. This approach increases the chances of connecting with potential attendees on a deeper level.

Ace your geographic segmentation strategies with DESelect Segment

In an industry where personalization reigns supreme, hospitality brands stand out by harnessing the nuanced influences of geography. By embracing these five strategies and tailoring them to your brand’s unique offerings, you can drive both acquisition and lasting loyalty. In essence, geographic segmentation isn’t just about reaching the right people, it’s about reaching them in the right way, at the right time, and in a way that feels distinctly personal.

DESelect Segment is a reliable tool many marketers use for all types of segmentation. With intuitive drag-and-drop features, you can segment your target audience by location, cultural nuances, language, population, living environments, climate, and any other filters to go as granular as needed to reach exactly the right subscribers.

Find out how B2B hospitality brand Emerald saves 50% of the time it takes to create audiences in Marketing Cloud with DESelect Segment.

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