Use STP thinking to distinguish hotel demand segments before making a pricing or promotion decision.
Segmentation turns a rate drop into a targeted move. Segment by behavior Hotel segments are defined by how demand behaves. Corporate demand may book late and need flexibility. Leisure demand may book earlier and accept restrictions. Group demand may trade rate for volume and meeting spend. Crew demand may be low-rated but stable. Each segment changes the forecast differently. Target the demand you actually need A soft night does not mean every guest should get the same discount. If the gap is two-night leisure, target that behavior. If the gap is Sunday shoulder after a group, target stay-through demand. If…
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