Abstract
Abstract A strategy of niche marketing leads to competitive advantage in the consolidation phase of the hotel industry. The evolution of segmentation strategy in the US hotel market from price segmentation to integrated niche marketing is revealed. Different approaches used in both the US and Caribbean hotels are cited as examples of successful segmentation and niche marketing. Benefits and liabilities associated with niche marketing are summarized. The need for empirical support for the selection of a target niche is emphasized. The article concludes with a review of four niche selection methods for hotel managers and owners. These methods include: (1) modify a successful segmentation formula, (2) use a guest history or customer database to profile the hotel's best customers, (3) identify segmentation gaps in the local market, and (4) contract with a reputable consulting firm for a cost effective segmentation study.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
