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A CASE STUDY ON MARKET SEGMENTATION, POSITIONING AND CLASSIFICATION OF MULTI-BRAND HOTEL CHAINS
Abstract: Multiple branding is a common marketing technique used by the most hotel chains having several sub-brands. Marketing of such all sub-brands can be challenging to management and confusing for guests. The confusion can arise because different hotels brands are priced at different levels while all such hotels are under single major brand. Marketers use the various terms like luxury, premium, five-star, up-market to explain the different hotel brands. Hoteliers use various techniques like market segmentation, positioning and classification to sell various hotel brands at different price points. Using case study as a research method, this chapter discusses three techniques (segmentation, positioning and hotel classification) to discuss how hotels are sold at different price points without creating any confusion among guests. The cases of Taj Hotels, Carlson Hotels and AAA hotel classification systems are discussed to explore concept of market segmentation, product positioning and hotel classification, respectively. Key words: Market segmentation, positioning, hotel classification, case study