Finding the right customer : Customer segmentation for Adler Thermae
Kostner, Katrin (2015)
Kostner, Katrin
Jyväskylän ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015080313897
https://urn.fi/URN:NBN:fi:amk-2015080313897
Tiivistelmä
The aim of this thesis was to analyze the hotel data of ADLER Thermae for a better understanding of the customers. The main goal was to identify the most profitable target in order to better approach the interesting customers through online marketing without waisting too much money on marginal segments.
The theoretical part consists of a short introduction to marketing, online marketing and data collection. It also includes the most important theories about segmentation, positioning and differentiation.
The statistical part of this thesis was carried out on a secondary quantitative research base. The data was made available by one of the owners of ADLER Resorts, Dr. Andreas Sanoner.
A comparison of the single nationalities of ADLER Thermae guests revealed that certain nations are more interesting to approach than others because they consume more during their stay at ADLER Thermae. These results can be used to aim at more profitable nations by way of a direct approach trough online marketing.
The results of the thesis show to which extend a hotel can find a valid approach to the potential customer. This thesis shows as well the limits that a hotel reaches without the help of third parties, in this case search engine companies.
The research was made possible by the disposal of the hotel data, of financial books and interviews and statements of the ADLER Thermae owner and staff.
Further research could take form of a master's thesis focusing on potential approaches to reaching the profitable client segment identified in this bachelor's thesis.
The theoretical part consists of a short introduction to marketing, online marketing and data collection. It also includes the most important theories about segmentation, positioning and differentiation.
The statistical part of this thesis was carried out on a secondary quantitative research base. The data was made available by one of the owners of ADLER Resorts, Dr. Andreas Sanoner.
A comparison of the single nationalities of ADLER Thermae guests revealed that certain nations are more interesting to approach than others because they consume more during their stay at ADLER Thermae. These results can be used to aim at more profitable nations by way of a direct approach trough online marketing.
The results of the thesis show to which extend a hotel can find a valid approach to the potential customer. This thesis shows as well the limits that a hotel reaches without the help of third parties, in this case search engine companies.
The research was made possible by the disposal of the hotel data, of financial books and interviews and statements of the ADLER Thermae owner and staff.
Further research could take form of a master's thesis focusing on potential approaches to reaching the profitable client segment identified in this bachelor's thesis.