Robert Cole, founder of RockCheetah, and Lennert De Jong, the commercial director of citizenM Hotels have joined us in this webinar to discuss how to create a better hotel targeting strategy, and how to reach the growing bleisure (business & leisure) segment.
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to all business people, and leisure peopleto all people who travel in a groupto those who belong to an airline crewor to a small, medium or big corporationor are in a meeting, incentive or conference,the average hotel welcomes you all
citizenM target audience
is not business or leisure.wears armani jeans, with a gap t-shirtdrinks champagne but takes the bus homeflies easyjet but spends a few hundred on a good dinnercares more about experience than points
is business vs leisure not a poor question to ask?
what hotels focus on
what hotels should focus on
business / leisure is everyone
define an audience and serve them a proposition based on:- price sensitive/insensitive- company affiliation- aspirational brand affiliation- repeat versus new- online reputation score (of the guest)- behaviour- purpose