Hotel market segments: How top hotels turn data into bookings

Across the globe, properties are moving beyond targeting broad demographics and prioritizing segmentation. And the results have been phenomenal: increased direct bookings, higher revenue, and happier guests. But how, exactly, are they doing it?

From boutique independents to international groups, let’s take a look at how real hotels are turning their guest data into stronger relationships (and stronger revenue) by focusing on hotel market segments.

Bunkhouse Hotels unlocked millions in lifetime revenue

Bunkhouse Hotels, a North American hospitality group with properties in Texas, California, Kentucky, and Mexico, is known for its unique blend of hospitality and style. But it faced the challenge of effectively capturing and leveraging guest data to allow them to scale personalization across a diverse portfolio. Traditional demographic segmentation wasn’t enough to capture the nuances of their eclectic guest base — they needed to focus on and implement microsegmentation.

By leveraging hotel market segments through Revinate Marketing, Bunkhouse Hotels’ marketing managers at both the property and corporate levels were able to identify and activate key audience segments — from locals to groups to upsell-ready business travelers. This allowed them to deliver targeted campaigns that resonated with each segment and engage with guests at the right moment in the guest journey, rather than relying on a less effective one-size-fits-all approach.

Bunkhouse Hotels’ results:

• $6.1M in lifetime revenue generated from segmented campaigns
• $30K average room revenue per campaign
• $225K (575 room nights) from a single newsletter

The takeaway? Tapping into key hotel market segments and scaling segmentation across multiple properties is not only possible, but it’s also the path to lasting revenue growth.

Ambiente Sedona increased ADR and guest satisfaction

As a luxury independent property in Arizona, AmbienteTM Sedona needed to deliver deeply personalized guest experiences that matched their brand promise. Relying on broad demographic segmentation wasn’t cutting it for their discerning guest base.

Instead, the hotel created segment personas aligned to guest intent — such as wellness seekers, romantic getaways, and celebrating a special occasion. With these refined hotel market segments, Ambiente could deliver campaigns that spoke directly to each guest’s motivations.

Ambiente TM Sedona’s results:

• $780K lifetime direct revenue via email
• $340K in voice channel outbound revenue
• 49% average open rate and 4% average click-through-rate per campaign

Ambiente proves that independents can use segmentation as a competitive edge to not only increase revenue but also build lasting hotel customer loyalty.

Mangia’s Resorts increased direct revenue with smarter segments

For Mangia’s Resorts, the challenge was clear: Their guest communication tools were holding them back, only allowing them to send a handful of general, seasonal offers each year. Without segmentation, most communications from their 16 properties across Sicily and Sardinia felt generic, leading to low conversion rates.

By segmenting their guest database into clear hotel market segments, Mangia’s launched campaigns that encouraged direct booking and repeat stays, beginning with automated cancellation recovery campaigns designed to re-engage guests shortly after a booking was canceled. Their hotel guest segmentation approach gave them the ability to own the relationship and grow their brand awareness.

Mangia’s Resorts’ results:

• €137,000 in direct revenue in the first month
• €24,075 average room rate per one-time campaign
• 43% average open rate for one-time campaigns

Mangia’s Resorts shows how targeted segmentation across numerous properties can create meaningful guest experiences that directly impact profitability.

Andronis Hotels achieved higher repeat stays through segmentation

Known for their high-end hospitality and personalized service in Greece’s most famous tourist spots, Santorini and Paros, Andronis Hotels faced the challenge of creating meaningful connections in a market where personalization is expected, not optional. The absence of a centralized guest database across its multiple properties hindered the brand’s ability to personalize communications, engage guests in a meaningful way, and drive more direct revenue.

Through Revinate Marketing, Andronis Hotels used integrated data to identify different hotel market segments relevant to their guest base. And by tailoring messaging and offers to each, Andronis built deeper emotional connections and fostered stronger loyalty.

Andronis Hotels’ results:

• 600% YoY increase in direct revenue from email marketing and upsells
• €34,600 average direct revenue per one-time campaign
• 60% growth in clean guest profiles within a single year

Andronis highlights how integrated, clean data fuels the segmentation opportunities that enable hoteliers to optimize strategies and improve ROI.

The Datai Langkawi increased campaign ROI with hotel market segments

The Datai Langkawi, a five-star beach resort located in the heart of the rainforest in Malaysia, serves a diverse international audience. It prioritized personalizing messaging to a specific hotel market segment (guests located in Malaysia and the Middle East) with a one-time campaign that paid homage to Aidilfitri.

By creating a beautiful campaign wishing guests a spiritual renewal after the end of the month-long fasting of Ramadan that also featured the property, The Datai Langkawi inspired bookings. This not only improved conversions but also optimized marketing spend.

The Datai Langkawi’s results:

• 49.2% open rate for a one-time campaign (vs average 34.1%)
• 3% click-through rate for a one-time campaign (vs average 2.2%)
• 228 room nights books from a one-time campaign

The Datai Langkawi proves segmentation and deep personalization is essential when properties cater to multiple markets and need communications that resonate and inspire action.

InterContinental Hua Hin Resort turned guest data into more room nights

As part of the IHG global brand portfolio, Thailand-based InterContinental Hua Hin Resort decided to increase last-minute bookings by microsegmenting its guest database. They knew that without segmentation, their campaigns risked being too broad to impact room night performance. As a result, they targeted guests within 200 km of their property.

Proving to be a success, the resort booked over 230 room nights and drove immediate revenue through a single hyper-targeted email campaign.

InterContinental Hua Hin results:

• 42% open rate for a one-time campaign
• 2.7% click-through rate for a one-time campaign
• 230+ room nights books from a one-time campaign

The lesson? Even for large hotels within global groups, segmentation is the key to maximizing direct revenue.

Start mastering hotel market segments for your properties

As you can see from these customer stories, prioritizing and actioning hotel market segments isn’t just a theory. It’s a proven strategy for driving direct revenue, loyalty, and guest satisfaction. Whether you’re managing an independent property or a global group, the ultimate lesson is the same: Segmenting your guest database allows you to personalize your outreach, which transforms how you market, sell, and serve your guests.

Ready to take segmentation to the next level? Begin with the Direct Bookings Mastery Certification, where we break down exactly how to build, activate, and measure segmentation strategies tailored to your property.