Hotel Revenue Glossary · Segmentation
Micro-Segmentation
The practice of dividing traditional broad market segments into smaller, more specific sub-groups based on behavior, booking patterns, or value. Instead of a single "corporate" segment, micro-segmentation might separate high-frequency travelers from occasional visitors.
Why it matters: Micro-segmentation enables more precise pricing and marketing. A corporate traveler who books direct at short lead times and dines in-house is far more valuable than one who books through an OTA and eats off-property. Treating them identically leaves revenue on the table.