Boroday Vladimir А.,

doctor of Social Sciences, Professor

Don State Technical University

Rostov-on-Don, Russia

Ekinil Galina E.,

The candidate of pedagogical Sciences, associate Professor

Don state technical University

Rostov-on-don, Russia

DIRECTLY TARGET TO IDENTIFY THE TARGET AUDIENCE OF THE HOTEL BUSINESS

Annotation: Segmentation is an important step in building a campaign marketing strategy to promote hotel services. The division of guests according to their purposes helps to anticipate their needs, and, therefore, enables hotels to be truly customer-centric. For effective treatment to each guest, it is sufficient to group the flow of visitors into recognized segments, or unique specifically for individual hotels.

Keywords: Target marketing, targeting, communications, Internet content, business travelers

How many people - so many opinions, so many preferences, requirements, desires rest. This basic truth should first excite the minds of specialists in the promotion of hotels. Unfortunately, in Russia it often becomes the main topic in the marketing strategy of the hotels. Meanwhile, split the guests according to their purposes helps to anticipate their needs, and, therefore, enables hotels to be truly customer-centric.

It is impossible to perceive guests as the General flow of people at a specific hotel. In fact unites them in this time, only the presence in the same area. The rest – all the guests vary in countless characteristics, purpose of travel, type of personality and the environment. The hotel staff should know and take into account - interaction with the elderly couple who came to enjoy the sights of the city, will be completely different than with a young businessman, arrived to win arguments in the negotiations.

Target marketing, as we know it is a complex effort to identify differences in customer preferences, the division of the audience according to various criteria and settings for network communication with the identified segments. The Internet easier than using other media to communicate with different groups of recipients. On its website it is possible to provide variations of providing information to different segments. The most useful tools for the differentiation of treatment to the users can be.

1. Setup contextual ads for each segment. Do not be afraid of long and rare queries. They attract the so-called targeted traffic most interested prepared by the user.

If you are around your hotel's pine forest, where well recover after a stressful working week, pay your ad to those looking for a "hotel in a pine forest" or "hotel in the forest" or even "walking through the pine woods."

To sell in the context of "sledding near Moscow" more correct than "hotel in the suburbs". After all, that's what wants to get the guest experience, not just to solve the household problem. Such narrow requests can help to weed out casual users and to attract those guests that your hotel is suitable for most of the parameters.

2. To provide a different landing page. With each individual ad to get a completely different page. They can be prepared quite a lot, but it is worth remembering that a large number of pages on the site leads to its weighting and reduce speed. This can be avoided if you only change the content without changing the navigation and layout.

The user is looking for "Cozy corner for the lovers", let gets to the page with the description of romantic dabble. His (her) interest in "relaxing facial massage" - show services to your Spa.

Don't forget about the possibility to make quick action on any of the pages reservation, a call button, a call to leave contact or any desired activity.

3. To prepare a lot of content. Obviously need a large number of unique texts that are to be addressed to specific segments. This complicates, prolongs and increases the cost of the site creation process. But not enough to neglect this need. On prepared your landing pages must be relevant to the query text and photo materials. First, the client receives the information he needs without going to other pages of the website that may cause losses. Second, it contributes to the optimization of the website - good texts on different topics will be of interest to more people, which means that the search engines will have more trust in the site.

The theme of the photographs it is worth noting separately. Choice of hotel services are often quite subjective, and good visual design allows you to get the emotional response of the user. Therefore, we insist on the appeal to a professional photographer to create perfect pictures.

4. To use all the possibilities of targeting. Search engines make it easy to target ads by geography, but the most useful at the moment, the software innovation we see, the division of behavioral symptom. Based on the previous queries, visited sites committed on their actions, the machine determines what type of and offers specific ads, and also provides suitable sites for a higher line. The interaction of your site and your advertising with these features you can configure with the help of professionals: webmasters and ad networks.

5. To write letters. The fact that the person receiving the message in my mail,

does not see to whom it still faces, he feels his personality. That's exactly what you should achieve in your promotional efforts. The email can contain a lot of information: useful, beautiful, motivating for action – primary and secondary.

If you got the email address of another potential guest, a competent letter with a 90% guarantee can make it a real client. Such a dialogue can be build, based on the purpose of the trip.

Whatever the individual approach to each guest you may be, you need to prepare in advance multiple versions of emails to different segments of your audience. This will facilitate the work of the artist and will make the process less manual. Even based on the common system of segmentation in the hospitality industry, you can see the difference in the treatment of guests – both online and in reality.

1) Business travellers. In business the person is in constant motion, because remember about the time limits and tasks inscribed in them. The hotel in this case must provide specialized services that allow a business person to not be distracted by extraneous issues.

Important for business, tourist options:

- Meeting room. If the hotel does not have a dedicated business centre, it can be one of the spare rooms with a properly placed table and chairs.

- Free Internet. If wi-fi is closed, inform the tourist the password before it will ask for it.

- Printer. To print a document or the text of the speech may need at any time - most often in the past - before an important presentation or meeting. Tell the guest that he could use the printer at the reception - let him know about this possibility, and it will save him a few nerve cells when the account goes for minutes.

- Dry cleaning. The trip is difficult to anticipate all situations, and a dirty business suit can damage reputation. Be helpful - offer service for cleaning, especially in inclement weather.

- Representative restaurants. Status negotiations and meetings often happen at the dinner table. If you know how to organize it, tell your guest.

Information about these services can be sent by e-mail to create lists of contractors, to tell you verbally or show in the brochures. The main thing - understanding what the business person needs, and also the consequence will be his gratitude and loyalty.

2) Campers. Guests who decide to spend a weekend or a holiday, you want to leave your worries on the doorstep of your hotel. They are free in time and not in a hurry, and they will be grateful, if you will think about all domestic issues and even about their activities. Announce events in the city during their stay, families will offer a children's menu at your restaurant and specify to the Playground. Prepare a list of possible activities for vacationers, including Hiking around the area, tell an interesting route.

3) Large companies. A group of tourists is more difficult to handle than the individual guests. After all, it is necessary to communicate simultaneously with individuals, but organized groups with a specific purpose. There are several tricks that help to win the glory of a comfortable and helpful stay:

- for example, in the tour groups always have stragglers. Try to know the schedule of the tour - the time and place. For such punctuality tourists advice on where to find your group, will be priceless;

- for wedding guests will have a current list of restaurants for late dinner after the ceremony and comic cards offer all intermarried - a reason to laugh and remember your hotel, if you really had the chance;

- the conference participants or festival are grateful for the program of rest on your free time. For this it is sufficient to specify in advance the schedule of the event and compare it with the Billboard of the city;

- don't forget to fully assist the organizers of the group - whether a professional Agency, or mother of the bride. After all, if they will be comfortable to work with you, they'll be back – either as professionals or as tourists.

Segmentation is an important step in building a campaign marketing strategy to promote hotel services. The motto "Every customer is for us the individuality of" laudable guideline, but it is too vague and unpredictable consumer.

For effective treatment to each guest, it is sufficient to group the flow of visitors into recognized segments, or unique specially for your hotel

References:

1. Boroday Vladimir А.,Ekinil Galina E. Update conflictological culture of personnel in tourism industry // Science and education – 2016 Part 3. Economic science - Publishing House "Education and Science" s. r. o - 72 p.

2. Boroday V. A. Socio-institutional analysis of societal sphere of trade in modern society., dissertation for the degree of doctor of social Sciences / South.-ROS. GOS. tehn. Univ (Novocherkas. Polytechnic. in-t). Novocherkassk, 2009