Research-Driven Segmentation in Hospitality

If you are investing heavily in marketing, guest experience innovation, or loyalty programs, but not seeing the returns you expected, it may be time to reexamine your audience strategy. Whether you're managing branded properties, launching new concepts, or refining your guest experience, knowing which segments truly drive bookings, loyalty, and revenue is essential.

At The Brand Consultancy, we help hospitality brands uncover and activate the guest segments that drive strategic, financial, and brand growth. Our segmentation strategies are built on rigorous research, shaped by deep brand understanding, and designed to deliver measurable outcomes.

Unlocking growth by targeting the right guests.

Whether you're running a hotel, a restaurant, or a multi-location hospitality brand, the opportunity to grow isn't just about attracting more guests, it's about attracting the right ones. When you move beyond surface-level metrics like spend or visit frequency, you uncover what truly drives guest behavior: their motivations, expectations, and emotional triggers.

Imagine what’s possible when your team can say:

“We know exactly who our most valuable guests are.”
“Our loyalty and reservation data are fueling smarter, more personalized campaigns.”

“We’re designing experiences that resonate and convert.”

Smarter segmentation helps hospitality brands deliver more relevant offers, increase repeat visits, and create experiences that guests remember and recommend. It’s not just about filling seats or rooms. It’s about building lasting relationships with the guests who drive your business forward.

Our approach: precision segmentation that drives hospitality growth.

In hospitality, growth comes from knowing your guests and what truly motivates them. Our strategies are grounded in research and built for action, helping hospitality leaders reduce complexity, align teams, and deliver experiences that drive bookings, loyalty, and revenue.

What sets us apart:

Insight-led Design

Grounded in behavioral, attitudinal, and technographic data

Financial Prioritization

Of segments with higher spend potential and strong brand affinity

Rich Personas

That bring each segment to life for internal teams

Proven Impact

Across acquisition, retention, and loyalty strategies

Our segmentation work informs marketing spend, messaging, offer design, guest experience, and loyalty strategy. We help hospitality brands turn guest understanding into strategic advantage, so you can act with confidence and grow with purpose.