Once the targeted group is identified it is possible to start analyzing the group's behaviors and understand them. .
Identifying and segmenting the overall market.
In general terms the target market can identified as high-class business travelers willing to carry out conferences or any kind of event in the hotel, or high-class leisure travelers - mainly families - seeking for a relaxing but entertaining holiday. Therefore, the market can be segmented into two groups: high-class business travelers and high class holiday makers. To analyze these groups more thoroughly segmentation approaches are used. .
Demographic segmentation - this looks at the demographics of the target market, i.e. age, sex, income, nationality, occupation etc. This is commonly used as the consumer's needs vary closely with the demographic variables. .
Business .
The hotel mainly sells to male senior executives, ranging between 25 and 55 years of age. These executives come from Western Europe and the US. They are usually in for a short stay, 2-3 days on average. During their stay the executives use a number of facilities the hotel offers and they are usually sponsored by the organization and therefore have significant spending power. The executives expect perfect service at all times. .
Events department.
The majority of business guests that stay in the hotel to attend conferences, fairs, and other events are composed of around 40% female and 60% male - executives ranging from 30 to 55 years of age. The conferences and events are mainly training and development programs in all areas such as dentistry, engineering, marketing amongst others. .
Leisure.
The leisure travelers are mainly from the US and upper class Brazilian citizens seeking pleasure leisure. These are usually families of 3 to 5 members with children ranging between 5 and 18 years of age. Their stay is usually of one week as the packages sold are weekly packages.
