{"id":24743,"date":"2021-01-18T11:45:36","date_gmt":"2021-01-18T11:45:36","guid":{"rendered":"https:\/\/www.xotels.com\/sin-categorizar\/la-segmentacion-del-mercado"},"modified":"2025-01-23T08:48:06","modified_gmt":"2025-01-23T08:48:06","slug":"la-segmentacion-del-mercado","status":"publish","type":"post","link":"https:\/\/www.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/la-segmentacion-del-mercado","title":{"rendered":"La Segmentaci\u00f3n de Mercado Hotelero"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1200px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><a title=\"La Segmentaci\u00f3n de Mercado Hotelero\" href=\"https:\/\/www.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/la-segmentacion-del-mercado\"> <img decoding=\"async\" src=\"\/wp-content\/uploads\/2022\/06\/hotel-market-segmentation-xotels-post.webp\" alt=\"La Segmentaci\u00f3n de Mercado Hotelero\" \/><\/a><\/p>\n<\/div><div class=\"fusion-text fusion-text-2\"><p>Uno de los componentes necesarios para aplicar un <a href=\"\/en?page_id=4201\">revenue management<\/a> hotelero es la segmentaci\u00f3n del mercado. Esto le permite dirigirse y vender a varios grupos de consumidores que tienen un comportamiento distinto con una oferta que se adapta a sus necesidades y a su presupuesto.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:+3%;width:100%;\"><\/div><div class=\"fusion-text fusion-text-3\"><h2>\u00bfQu\u00e9 es la segmentaci\u00f3n de mercado de un hotel?<\/h2>\n<p>La segmentaci\u00f3n de mercado hotelero le ayudar\u00e1 a identificar el prop\u00f3sito del viaje, que puede ser de negocios o de placer. El precio no decide la segmentaci\u00f3n del mercado. Tambi\u00e9n se debe establecer una distinci\u00f3n clara entre estancias individuales y de grupos.<\/p>\n<p>La segmentaci\u00f3n del mercado ayuda a identificar las tendencias de su negocio:<\/p>\n<ul>\n<li>Duraci\u00f3n de la estancia<\/li>\n<li>D\u00edas de la semana<\/li>\n<li>Ingresos totales por habitaci\u00f3n, ingresos totales por cliente<\/li>\n<li>Tiempo de antelaci\u00f3n de las reservas<\/li>\n<li>% Cancelaciones<\/li>\n<li>No Show ratio<\/li>\n<\/ul>\n<\/div><div class=\"fusion-text fusion-text-4\"><h2>Beneficios de la segmentaci\u00f3n de mercado hotelero<\/h2>\n<\/div><div class=\"fusion-image-element\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"1920\" height=\"1080\" title=\"La Segmentaci\u00f3n de Mercado Hotelero\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2021\/04\/beneficios-de-la-segmentacion-del-mercado.webp\" alt class=\"img-responsive wp-image-19411\"\/><\/span><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:+3%;width:100%;\"><\/div><div class=\"fusion-text fusion-text-5\"><p>Los m\u00e9todos usados actualmente para reservar hacen que sea dif\u00edcil identificar el prop\u00f3sito del viaje. Segmente de forma predeterminada las reservas individuales para estancias cortas entre semana como viajes de negocios y clasifique como reservas de ocio las reservas de habitaciones dobles durante los fines de semana.<\/p>\n<p>\u00bfY cuando se trata de reservas realizadas directamente en el sitio web de su hotel? Puede a\u00f1adir la siguiente pregunta en el proceso de reserva en el sitio web de su hotel: \u00bfSu reserva es para una estancia de negocios o de placer?<\/p>\n<p>Es posible que quiera introducir subsegmentos basados en los niveles de precios, como por ejemplo el BAR y las posibilidades de rentabilizar el segmento.<\/p>\n<\/div><div class=\"fusion-image-element\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"395\" height=\"411\" title=\"La Segmentaci\u00f3n de Mercado Hotelero\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2021\/04\/segmentacion-del-mercado-1.webp\" alt class=\"img-responsive wp-image-19423\"\/><\/span><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:+3%;width:100%;\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:rgba(249,249,249,0);--awb-flex-wrap:wrap;--awb-box-shadow:1px 1px 10px 1px rgba(114,114,114,0.5);\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:50px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-6\"><p style=\"font-size: 2em; text-align: center;\">Maximiza los ingresos de tu hotel<\/p>\n<\/div><div class=\"fusion-text fusion-text-7\"><p style=\"text-align: center;\">Descubre el potencial de ingresos oculto de tu hotel o resort.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"--awb-flex-grow:0;--awb-flex-grow-medium:0;--awb-flex-grow-small:0;--awb-flex-shrink:0;--awb-flex-shrink-medium:0;--awb-flex-shrink-small:0;width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-0 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:3.84%;--awb-spacing-left-small:3.84%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-end fusion-content-layout-row\"><div class=\"fusion-no-small-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-xlarge button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#ffffff;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:#000000;--button_gradient_bottom_color:#000000;--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/revenue-management-hotelero\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">M\u00c1S INFO<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-1 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" 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style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/ubicaciones\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONT\u00c1CTANOS<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><\/div><div class=\"fusion-no-medium-visibility fusion-no-large-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-small button-custom fusion-button-default button-3 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--awb-margin-bottom:20px;--button_accent_color:#ffffff;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:#000000;--button_gradient_bottom_color:#000000;--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/revenue-management-hotelero\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">M\u00c1S INFO<\/span><\/a><\/div><div class=\"fusion-no-medium-visibility fusion-no-large-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-small button-custom fusion-button-default button-4 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/es\/ubicaciones\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONT\u00c1CTANOS<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-top:15px;--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-3 hover-type-none\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img decoding=\"async\" width=\"1000\" height=\"1000\" title=\"Revenue Management &#8211; Xotels\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp\" alt class=\"img-responsive wp-image-20979\" srcset=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-200x200.webp 200w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-400x400.webp 400w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-600x600.webp 600w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-800x800.webp 800w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp 1000w\" sizes=\"(max-width: 640px) 100vw, 600px\" \/><\/span><\/div><div class=\"fusion-image-element fusion-no-large-visibility\" style=\"--awb-aspect-ratio:3 \/ 2;--awb-object-position:45% 61%;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-4 hover-type-none has-aspect-ratio\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img decoding=\"async\" width=\"1000\" height=\"1000\" title=\"Revenue Management &#8211; Xotels\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp\" class=\"img-responsive wp-image-20979 img-with-aspect-ratio\" data-parent-fit=\"cover\" data-parent-container=\".fusion-image-element\" alt srcset=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-200x200.webp 200w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-400x400.webp 400w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-600x600.webp 600w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels-800x800.webp 800w, https:\/\/www.xotels.com\/wp-content\/uploads\/2023\/05\/Revenue-Management-Xotels.webp 1000w\" sizes=\"(max-width: 640px) 100vw, 600px\" \/><\/span><\/div><\/div><\/div><\/div><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-text fusion-text-8\"><h2>Ejemplo de segmentaci\u00f3n de mercado hotelero<\/h2>\n<p>Veamos los segmentos de hotel individuales:<\/p>\n<h3>P\u00fablico<\/h3>\n<p>Tambi\u00e9n conocido como \u00a8BAR\u00a8 o Mejor precio disponible. Estos precios se pueden encontrar normalmente en las siguientes variaciones:<\/p>\n<ul>\n<li>BAR sitio web: el mejor precio disponible a trav\u00e9s del sitio web<\/li>\n<li>BAR directo: el mejor precio disponible ofrecido directamente por tel\u00e9fono, correo electr\u00f3nico, fax<\/li>\n<li>BAR indirecto con comisi\u00f3n: el mejor precio disponible ofrecido en las agencias de viajes online con comisi\u00f3n<\/li>\n<li>BAR indirecto neto: el mejor precio disponible ofrecido en las agencias de viajes online con tarifa neta<\/li>\n<\/ul>\n<h3>Promociones<\/h3>\n<p>Cualquier precio que tenga un \u00a8descuento\u00a8 en comparaci\u00f3n con los precios p\u00fablicos normales y que se incluya dentro de las siguientes categor\u00edas:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.xotels.com\/es\/glosario\/opaco-opaque-sites\">Opaco<\/a>: programas ocultos de descuento en hoteles<\/li>\n<li>Ofertas flash: sitio web promocional que ofrece descuentos para miembros<\/li>\n<li>M\u00f3vil: sitios web m\u00f3viles que ofrecen descuentos para el mismo d\u00eda o de \u00faltima hora<\/li>\n<li>Campa\u00f1as online: ofertas y paquetes en publicaciones online<\/li>\n<li>Campa\u00f1as offline: ofertas y paquetes en publicaciones impresas<\/li>\n<li>Evento especial: paquetes y ofertas durante vacaciones, festivales, conciertos<\/li>\n<\/ul>\n<h3>Precios negociados<\/h3>\n<p><a href=\"https:\/\/www.xotels.com\/es\/glosario\/garantia-de-ajuste-de-precios\">Los precios negociados<\/a> normalmente son tarifas no publicadas (no disponibles en la tarifa p\u00fablica\/privada) que se ofrecen a los negocios (como los que se mencionan a continuaci\u00f3n) a cambio de una cantidad garantizada de habitaciones que se reservar\u00e1n durante un per\u00edodo de tiempo determinado (per\u00edodo de contrato, que generalmente se renueva anualmente):<\/p>\n<ul>\n<li>Tarifas din\u00e1micas corporativas<\/li>\n<li>Tarifas planas corporativas<\/li>\n<li>Gobierno<\/li>\n<li>Tripulaciones<\/li>\n<\/ul>\n<h3>Grupos<\/h3>\n<p>El segmento Grupos es una mezcla vers\u00e1til de hu\u00e9spedes tanto de ocio como de negocios. Normalmente, los clientes de este segmento combinan su estancia en un hotel con un evento u otra actividad o negocio que tiene lugar en el hotel o en las proximidades de este. <a href=\"https:\/\/www.xotels.com\/es\/glosario\/tarifa-de-grupo\">Las tarifas para grupos<\/a> incluyen:<\/p>\n<ul>\n<li>Ocio<\/li>\n<li>Negocios<\/li>\n<li>Conferencias \/ banquetes<\/li>\n<li>Incentivos<\/li>\n<li>Bodas<\/li>\n<li>Eventos<\/li>\n<li>Tripulaciones<\/li>\n<\/ul>\n<h3>Venta al por mayor<\/h3>\n<p>Similar a los precios negociados, dado que se venden\/reservan muchas habitaciones por ADRs m\u00e1s bajos (o precio por habitaci\u00f3n). Puesto que las habitaciones se venden en grandes cantidades mucho antes de la fecha de llegada, es posible reducir el ADR a cambio de un riesgo menor y un COA (coste de adquisici\u00f3n) reducido por habitaci\u00f3n vendida individualmente.<\/p>\n<ul>\n<li>FIT<\/li>\n<li>Operadores tur\u00edsticos<\/li>\n<li>Mayoristas<\/li>\n<\/ul>\n<h3>Otros<\/h3>\n<p>Por \u00faltimo, pero no menos importante, el segmento \u00a8Otros\u00a8 incluye segmentos importantes que no se pueden pasar por alto, como los de cortes\u00eda y overbookings, que se usan a menudo en la industria hotelera. Los siguientes se pueden incluir en el segmento \u00a8Otros\u00a8:<\/p>\n<ul>\n<li>De cortes\u00eda<\/li>\n<li>Trueque<\/li>\n<li>Walk-In<\/li>\n<li>Overbooking (desde otro hotel)<\/li>\n<li>House Use<\/li>\n<li>Timeshare<\/li>\n<\/ul>\n<p>La segmentaci\u00f3n anterior es una gu\u00eda general. Es posible que para su hotel existan otros segmentos que no hemos incluidos, o que sea m\u00e1s aplicable una segmentaci\u00f3n m\u00e1s simple. Cada hotel tiene que decidir qu\u00e9 segmentaci\u00f3n se adapta mejor a su mercado y propiedad.<\/p>\n<p>\u00bfHa encontrado alg\u00fan t\u00e9rmino o frase que no hab\u00eda o\u00eddo antes? Es probable que est\u00e9 incluido en nuestro <a href=\"\/en?page_id=3654\">Glosario de hoteler\u00eda<\/a>.<\/p>\n<h2>Diferencias de segmentaci\u00f3n del mercado seg\u00fan el tipo de hotel<\/h2>\n<p>Existen diferencias en los segmentos de los mercados hoteleros aplicables. En la tabla que encontrar\u00e1 a continuaci\u00f3n podr\u00e1 ver un ejemplo que indica lo que cada uno de los principales tipos de hoteles podr\u00eda esperar cuando se trata de segmentos. Tenga en cuenta que este es solo un ejemplo general y que la industria hotelera var\u00eda mucho, por lo que cualquier hotel puede tener otros segmentos de mercado que formen parte de su combinaci\u00f3n de segmentos.<\/p>\n<\/div><div class=\"fusion-image-element\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><img decoding=\"async\" width=\"923\" height=\"279\" title=\"La Segmentaci\u00f3n de Mercado Hotelero\" src=\"https:\/\/www.xotels.com\/wp-content\/uploads\/2021\/04\/principales-segmentos-tipos-hotel.webp\" alt class=\"img-responsive wp-image-19419\"\/><\/span><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:+3%;width:100%;\"><\/div><div class=\"fusion-text fusion-text-9\"><p>Pase al cap\u00edtulo siguiente para ver c\u00f3mo puede saber qu\u00e9 partes de su negocio pueden rentabilizarse.<\/p>\n<\/div><div class=\"fusion-text fusion-text-10\"><p><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-5 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.xotels.com\/es\/libro-revenue-management\/como-medir-la-eficiencia-hotel-kpi\/\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Anterior<\/span><\/a><\/div> <div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-6 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.xotels.com\/es\/libro-revenue-management\/\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Book Index<\/span><\/a><\/div> <div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-7 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.xotels.com\/es\/libro-revenue-management\/segmentos-yieldable\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Siguiente<\/span><\/a><\/div><\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-8 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-left:+1.5%;\" target=\"_self\" href=\"\/en\/subscribe\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Suscr\u00edbete a Nuestro Blog<\/span><\/a><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p><a title=\"La Segmentaci\u00f3n de Mercado Hotelero\" href=\"https:\/\/www.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/la-segmentacion-del-mercado\"> <img decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/01\/hotel-market-segmentation-xotels.webp\" alt=\"La Segmentaci\u00f3n de Mercado Hotelero\" \/><\/a><\/p>\n<p>Uno de los componentes necesarios para aplicar un revenue management hotelero es la segmentaci\u00f3n del mercado. Esto le permite dirigirse y vender a varios grupos de consumidores que tienen un comportamiento distinto con una oferta que se adapta a sus necesidades y a su presupuesto.<\/p>\n","protected":false},"author":3,"featured_media":20235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[206],"tags":[],"class_list":["post-24743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-libro-revenue-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Segmentaci\u00f3n de Mercado Hotelero<\/title>\n<meta name=\"description\" content=\"Para aplicar la gesti\u00f3n de los ingresos del hotel necesita segementation mercado. Determinar diversos grupos de consumidores o segmentos con una oferta adaptada a sus necesidades y nivel de presupuesto\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.xotels.com\/es\/revenuemanagement\/libro-revenue-management\/la-segmentacion-del-mercado\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Segmentaci\u00f3n de Mercado Hotelero\" \/>\n<meta property=\"og:description\" content=\"Para aplicar la gesti\u00f3n de los ingresos del hotel necesita segementation mercado. 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