A global hotel brand needed to better understand travelers and their needs, occasions, mindsets, and motivations to target the most desirable customers across a complex portfolio of over 15 brands.

CMB designed a segmentation study based on people, rather than occasions (trips or stays), to provide the greatest opportunity for the enterprise to connect with and communicate to individual travelers.

The research created a view of the market with room for each of the many brands in the family.

The results – which identified segments with strong proclivities to specific Hilton properties, sized the market, and recommended specific actions for each segment – were used to guide strategy and decisions for engaging high priority segments through targeted communications and messaging.