{"id":24814,"date":"2021-01-18T11:45:36","date_gmt":"2021-01-18T11:45:36","guid":{"rendered":"https:\/\/www.xotels.com\/non-classifiee\/la-segmentation-de-marche"},"modified":"2025-01-23T12:04:12","modified_gmt":"2025-01-23T12:04:12","slug":"segmentation-de-marche","status":"publish","type":"post","link":"https:\/\/www.xotels.com\/fr\/revenue-management\/manuel-gestion-revenu\/segmentation-de-marche","title":{"rendered":"La segmentation de march\u00e9 dans l&rsquo;h\u00f4tellerie"},"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:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 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:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><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 segmentation de march\u00e9 dans l'h\u00f4tellerie\" href=\"https:\/\/www.xotels.com\/fr\/revenue-management\/manuel-gestion-revenu\/segmentation-de-marche\"> <img decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/01\/hotel-market-segmentation-xotels.webp\" alt=\"La segmentation de march\u00e9 dans l'h\u00f4tellerie\" \/><\/a><\/p>\n<\/div><div class=\"fusion-text fusion-text-2\"><p><span style=\"font-weight: 400;\">L&rsquo;un des \u00e9l\u00e9ments n\u00e9cessaires pour mettre en place une strat\u00e9gie de <a href=\"\/en?page_id=4178\">revenue management<\/a> est la segmentation de march\u00e9. Elle vous permet de cibler une vari\u00e9t\u00e9 de groupes de consommateurs aux comportements diff\u00e9rents et de leur proposer une offre qui correspond \u00e0 leurs besoins et \u00e0 leur budget.<\/span><\/p>\n<h2>Qu&rsquo;est-ce que la segmentation de march\u00e9 dans l&rsquo;h\u00f4tellerie ?<\/h2>\n<p><span style=\"font-weight: 400;\">La segmentation de march\u00e9 vous aidera \u00e0 identifier la raison d&rsquo;un s\u00e9jour : affaires ou loisirs. Le prix ne d\u00e9cide pas de la segmentation de march\u00e9. Il faut \u00e9galement distinguer clairement les clients individuels des groupes d&rsquo;affaires.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La segmentation de march\u00e9 aide \u00e0 identifier les tendances de votre \u00e9tablissement :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Dur\u00e9e du s\u00e9jour<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> S\u00e9jour selon les jours de la semaine<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Revenu total par chambre, revenu total par client<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> D\u00e9lais de r\u00e9servation<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Pourcentage d&rsquo;annulations<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Taux de non-pr\u00e9sentation<\/span><\/li>\n<\/ul>\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>Les avantages de la segmentation de march\u00e9 dans l&rsquo;h\u00f4tellerie<\/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  alt class=\"img-responsive wp-image-11176\"\/><\/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-4\"><p><span style=\"font-weight: 400;\">Les modes de r\u00e9servation actuels rendent la raison du s\u00e9jour difficile \u00e0 identifier. Segmentez par d\u00e9faut les r\u00e9servations individuelles pour un court s\u00e9jour en milieu de semaine comme des s\u00e9jours pour affaires, et identifiez les r\u00e9servations de chambres doubles le week-end comme des s\u00e9jours loisirs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et qu&rsquo;en est-il des r\u00e9servations effectu\u00e9es directement sur le site internet de votre h\u00f4tel ? Vous pouvez aussi ajouter la question suivante dans le processus de r\u00e9servation sur votre site : s&rsquo;agit-il d&rsquo;un s\u00e9jour professionnel ou d&rsquo;un s\u00e9jour de loisirs ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous pouvez aussi introduire des sous-segments tels que votre politique de tarification, le meilleur tarif disponible et la rentabilit\u00e9 du segment.<\/span><\/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-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  alt class=\"img-responsive wp-image-11188\"\/><\/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-5\"><p style=\"font-size: 2em; text-align: center;\">Maximise les revenus de ton h\u00f4tel<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\"><p style=\"text-align: center;\">D\u00e9couvre le potentiel de revenus cach\u00e9s de ton h\u00f4tel ou de ton 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\/fr\/hotel-revenue-management\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">PLUS D&rsquo;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\" 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%;\" id=\"nativeads\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start 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-2 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\/fr\/lieux\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONTACT<\/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\/fr\/hotel-revenue-management\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">PLUS D&rsquo;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\/fr\/lieux\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONTACT<\/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  alt class=\"img-responsive wp-image-14716\"\/><\/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 class=\"img-responsive wp-image-14716 img-with-aspect-ratio\" data-parent-fit=\"cover\" data-parent-container=\".fusion-image-element\" alt \/><\/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-7\"><h2>Exemples de segments de march\u00e9<\/h2>\n<p><span style=\"font-weight: 400;\">Passons en revue les diff\u00e9rents segments pour un h\u00f4tel individuel.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Public<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Aussi appel\u00e9 BAR\u00a0: Best Availabe Rate = Meilleur Tarif disponible. Ces taux sont g\u00e9n\u00e9ralement d\u00e9clin\u00e9s de la mani\u00e8re suivante :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Site Web BAR &#8211; Meilleur tarif disponible vendu sur le site internet<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> BAR Direct &#8211; Meilleur tarif disponible vendu directement par t\u00e9l\u00e9phone, courriel ou fax<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> BAR Indirect Commissionable &#8211; Meilleur tarif disponible vendu par des agences de voyages en ligne qui re\u00e7oivent une commission<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> BAR Net Indirect &#8211; Meilleur tarif disponible vendu \u00e0 tarif net par des agences de voyages en ligne<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Promotions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tout tarif qui constitue une \u00a8remise\u00a8 par rapport aux tarifs publics habituels et qui appartient aux cat\u00e9gories ci-dessous :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Opaque : programmes cach\u00e9s de r\u00e9ductions<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Ventes flash : sites internet promotionnels proposant des r\u00e9ductions \u00e0 leurs membres<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Mobile : sites internet offrant des r\u00e9ductions pour des r\u00e9servations le jour m\u00eame ou de derni\u00e8re minute<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Campagnes en ligne : offres et formules propos\u00e9es par des publications sur internet<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Campagnes hors ligne : offres et formules propos\u00e9es par des publications imprim\u00e9es<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00c9v\u00e9nement sp\u00e9cial : offres et formules propos\u00e9es pendant les vacances, les festivals, les concerts&#8230;<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Tarifs n\u00e9goci\u00e9s<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Les tarifs n\u00e9goci\u00e9s sont des tarifs g\u00e9n\u00e9ralement non publi\u00e9s (non disponibles pour le public\/tarif priv\u00e9) qui sont accord\u00e9s aux entreprises (voir ci-dessous) en \u00e9change d&rsquo;un nombre garanti de chambres qui seront r\u00e9serv\u00e9es pendant une p\u00e9riode d\u00e9termin\u00e9e (p\u00e9riode contractuelle &#8211; g\u00e9n\u00e9ralement renouvel\u00e9e annuellement):<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Tarifs dynamiques pour entreprises<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Tarifs forfaitaires pour entreprises<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Administrations pubiques<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Personnel<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Groupes<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Le segment Groupes est un m\u00e9lange polyvalent de clients voyageant pour les loisirs et pour affaires. Habituellement, les clients de ce segment combinent leur s\u00e9jour \u00e0 l&rsquo;h\u00f4tel avec un \u00e9v\u00e9nement sp\u00e9cifique ou une autre forme d&rsquo;activit\u00e9 ou d&rsquo;affaires se d\u00e9roulant dans un h\u00f4tel ou \u00e0 proximit\u00e9 de l&rsquo;\u00e9tablissement. Les tarifs Groupes comprennent\u00a0:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Loisirs<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Affaires<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Conf\u00e9rence\/banquet<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> S\u00e9jour de motivation<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Mariage<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00c9v\u00e9nement<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Personnel<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Vente en gros<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Comme pour la cat\u00e9gorie des tarifs n\u00e9goci\u00e9s, de plus grands volumes de chambres sont vendus\/ contract\u00e9s pour des Taux journaliers moyens (ou prix par chambre) inf\u00e9rieurs. \u00c9tant donn\u00e9 que les chambres sont prises en grandes quantit\u00e9s bien avant la date d&rsquo;arriv\u00e9e, il est possible de r\u00e9duire le taux journalier moyen en \u00e9change d&rsquo;un risque moindre et d&rsquo;un co\u00fbt d&rsquo;acquisition r\u00e9duit par chambre lou\u00e9e individuellement.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Voyageurs individuels<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Tour-op\u00e9rateurs<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Grossistes<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Autre<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Enfin, le segment\u00a0 \u00a8Autre\u00a8 comprend des segments importants \u00e0 ne pas manquer tels que les chambres gratuites et les surr\u00e9servations qui sont souvent utilis\u00e9es dans l&rsquo;industrie h\u00f4teli\u00e8re.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les \u00e9l\u00e9ments suivants peuvent relev\u00e9s du segment \u00a8Autre\u00a8 :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Gratuit\u00e9<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00c9change<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Arriv\u00e9e sans r\u00e9servation<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Surr\u00e9servation (depuis un autre h\u00f4tel)<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Utilisation en interne<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Multipropri\u00e9t\u00e9<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La segmentation ci-dessus est donn\u00e9e \u00e0 titre indicatif. Vous constaterez peut-\u00eatre qu&rsquo;il existe pour votre h\u00f4te d&rsquo;autres segments qui ne sont pas inclus, ou qu&rsquo;une segmentation plus simple serait plus appropri\u00e9e. Il appartient \u00e0 chaque \u00e9tablissement de d\u00e9finir quelle segmentation correspond le mieux \u00e0 son march\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous avez rencontr\u00e9 un terme sp\u00e9cifique \u00e0 l&rsquo;h\u00f4tellerie dont vous n&rsquo;aviez jamais entendu parler auparavant ? Nous l&rsquo;avons probablement expliqu\u00e9 dans notre <a href=\"\/en?page_id=3649\">Glossaire<\/a>.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Les diff\u00e9rences de segmentation de march\u00e9 en fonction du type d&rsquo;h\u00f4tel\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Il existe des diff\u00e9rences dans les segments de march\u00e9 possibles. Dans le tableau ci-dessous, nous avons cr\u00e9\u00e9 un exemple indiquant ce \u00e0 quoi chacun des principaux types d&rsquo;h\u00f4tels peut s&rsquo;attendre en termes d&rsquo;activit\u00e9. Notez qu&rsquo;il ne s&rsquo;agit que d&rsquo;un exemple g\u00e9n\u00e9ral et que les variations dans l&rsquo;industrie h\u00f4teli\u00e8re sont grandes, ce qui signifie que chaque h\u00f4tel peut avoir d&rsquo;autres segments de march\u00e9 lui correspondant.<\/span><\/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  alt class=\"img-responsive wp-image-11206\"\/><\/span><\/div><div class=\"fusion-text fusion-text-8\"><p><span style=\"font-weight: 400;\">Passez au chapitre suivant pour d\u00e9couvrir comment savoir quelles sont les parties de votre business qui sont flexibles.\u00a0<\/span><\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><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\/fr\/manuel-gestion-revenu\/indicateurs-cles-de-performance\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Pr\u00e9c\u00e9dente<\/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=\"\/fr\/manuel-gestion-revenu\/\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Index des Livres<\/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\/fr\/manuel-gestion-revenu\/segments-contraints-vs-segments-non-contraints\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Suivante<\/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\"> Abonnez-vous \u00e0 Notre Blog<\/span><\/a><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p><a title=\"La segmentation de march\u00e9 dans l'h\u00f4tellerie\" href=\"https:\/\/www.xotels.com\/fr\/revenue-management\/manuel-gestion-revenu\/segmentation-de-marche\"> <img decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/01\/hotel-market-segmentation-xotels.webp\" alt=\"La segmentation de march\u00e9 dans l'h\u00f4tellerie\" \/><\/a><\/p>\n<p>L&rsquo;un des \u00e9l\u00e9ments n\u00e9cessaires pour mettre en place une strat\u00e9gie de <a href=\"https:\/\/www.xotels.com\/fr\">revenue management<\/a> est la segmentation de march\u00e9. Elle vous permet de cibler une vari\u00e9t\u00e9 de groupes de consommateurs aux comportements diff\u00e9rents et de leur proposer une offre qui correspond \u00e0 leurs besoins et \u00e0 leur budget.<\/p>\n","protected":false},"author":3,"featured_media":20233,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210],"tags":[],"class_list":["post-24814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manuel-gestion-revenu"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Segmentation de March\u00e9 dans l&#039;H\u00f4tellerie<\/title>\n<meta name=\"description\" content=\"Afin de mettre en place une strat\u00e9gie de gestion du revenu dans votre h\u00f4tel, vous devez segmenter votre march\u00e9. 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