For many hoteliers, personalized marketing isn’t the challenge - it's having access to all of their guest data. When guest information is spread across systems (PMS, booking engine, F&B, Call Center, etc), even well-intentioned campaigns become generic, causing them to underperform.
A Customer Data Platform (CDP) helps solve this by bringing guest behavior, spend, preferences, and stay history into one living, breathing platform - making it easier to understand who your guests are, and how to market to them effectively.
In this post, we break down eight high-impact hotel guest segments that are often hiding in plain sight and offer proven strategies for how to market to each.
Why Guest Segmentation Matters More Than Ever
From rising acquisition costs and increased OTA dependency to AI changing how travelers find & book hotels, the era of generic, one-size-fits-all marketing is long gone. The brands that win are the ones that use their guest data to deliver timely, hyper-relevant campaigns that drive direct bookings and long-term loyalty.
By segmenting guests based on behavior, spend, preferences, and stay patterns, hoteliers can:
- Send fewer (but far more impactful) messages
- Increase conversions without always relying on deep discounts
- Drive more repeat stays and stronger loyalty
- Shift more bookings to direct channels
- Grow guest lifetime value over time
1. The “Almost Loyal” Guest
Who they are:
Guests who have stayed more than once, but not often enough to be considered truly loyal.
Why they matter:
This is one of the most valuable segments in your database because they’re already familiar with your property. You don’t need to “introduce” your brand. You just need to give them a reason to come back again. Because trust is already established with these guests, this segment often converts faster and at a lower cost than net new audiences.
How to market to them:
- Use messaging that reinforces familiarity: “Welcome back” and “Your favorite getaway”
- Offer value-add perks instead of heavy discounts
- Encourage direct booking benefits to build the habit
Campaign ideas:
- “Come back for your third stay” offer
- A “welcome back” series triggered 30–90 days post-stay
- Anniversary emails: “It’s been one year since your last visit…”
2. The OTA Guest Who’s Ready to Convert
Who they are:
Guests who booked through Expedia, Booking.com, etc., and completed their stay.
Why they matter:
You already paid to acquire them once (whether through commission or rate pressure). The goal now is to make sure their next booking is direct. The best time to convert an OTA guest is when your property is still fresh in their mind - during or immediately after the stay, when satisfaction is highest.
How to market to them:
- Use post-stay messaging to build the direct relationship
- Make the “why book direct” value crystal clear
- Focus on perks, not price
Campaign ideas:
- Post-stay email: “Thank you for staying with us” + direct booking benefit
- A bounce-back offer valid for the next 60–90 days
- Incentive to join your email list or VIP program (even if it’s lightweight)
3. The High-Value Weekend Guest
Who they are:
Guests who consistently stay Friday and Saturday nights, book premium rooms, or travel during high-demand periods.
Why they matter:
Weekend guests often represent some of your highest total revenue stays. They’re also the guests most likely to respond to:
- Packages
- Experiences
- Room upgrades
- Seasonal promotions
How to market to them:
- Lead with experiences and urgency (weekends fill fast)
- Give them early access to popular dates and events
- Promote premium packages over standard rates
Campaign ideas:
- “Plan your next weekend escape” email series
- Early booking access for holiday weekends
- Upsell campaigns: suites, late checkout, dining credits
4. The Shoulder Season Guest
Who they are:
Guests who stay during slower months, midweek, or historically softer demand windows.
Why they matter:
Every hotel has gaps - weeks where demand softens, and occupancy is lower than average. This segment has already shown flexibility in travel timing, making them an ideal audience to target during these periods.
How to market to them:
- Target them with offers aligned with "gap" dates
- Focus on value-add perks and quiet-season positioning
- Make it easy to book with flexible terms & simple messaging
Campaign ideas:
- “Quiet season perks” campaign (breakfast, parking, spa credit)
- Midweek getaway packages
- “Work from hotel” offers for remote workers
5. The Experience-Driven Guest
Who they are:
These guests go beyond the room, regularly spending on spa, dining, activities, upgrades, and other on-property experiences.
Why they matter:
Room revenue is only part of the story. Experience-driven guests often deliver significantly higher total revenue per stay. And the best part? They don’t need deep discounts. They typically respond to:
- Curated experiences
- Premium packages
- Pre-arrival planning
- Convenience
How to market to them:
- Promote packages and experiences, not rates
- Use pre-arrival messaging to drive add-ons
- Tailor content based on what they’ve done before
Campaign ideas:
- Pre-stay email: “Reserve your spa day now”
- Dining reminders + reservation links
- Personalized recommendations: “Based on your last stay…”
6. The Lapsed Guest You’re Forgetting
Who they are:
Guests who haven’t stayed in 12–24 months (or longer).
Why they matter:
These guests are often sitting in your database without a clear reactivation strategy; but the truth is they are one of the most cost-effective segments to re-engage. You don’t have to “sell” them; you just have to remind them why they loved the experience and give them a reason to return.
How to market to them:
- Use “we miss you” messaging without sounding generic
- Highlight what’s new (renovations, dining updates, experiences, seasonal events)
- Keep the booking path simple and friction-free
Campaign ideas:
- “It’s been a while - here’s what’s new” email
- Seasonal return campaign (summer, fall, holidays)
- Limited-time return guest perk
7. The Planner Guest
Who they are:
Guests who book 30-120+ days in advance, especially for peak periods or annual trips.
Why they matter:
Planners are often more predictable, lower-risk, and tend to be great candidates for upgrades, add-ons, premium packages and pre-arrival engagement. Because of how they prefer to book, it gives you more time to build anticipation and increase total revenue per stay.
How to market to them:
- Promote early booking incentives (without training discount behavior)
- Offer flexible terms to reduce hesitation
- Use pre-arrival content to drive upgrades and experiences
Campaign ideas:
- “Book early” campaigns for seasonal dates
- Pre-arrival drip series: itinerary building + upsells
- Upgrade prompts based on stay length and party size
8. The Wedding or Meeting Guest
Who they are:
Guests who booked your hotel as part of a wedding room block, corporate meeting, conference, or group event.
Why they matter:
These guests are already on-site and highly engaged, but their schedules are usually dictated by the event. This creates two powerful opportunities: encouraging them to extend their stay before or after the event and converting them into future leisure or business guests once the event is over. With the right timing and messaging, a single event stay can turn into incremental room nights and long-term guest value.
How to market to them:
- Promote pre- and post-event stay extensions at the time of booking and pre-arrival
- Highlight experiences they may not have time for during the event itself
- Position the hotel as a destination, not just a place to stay
Campaign ideas:
- Pre-arrival email: “Arrive early or stay an extra night and make it a getaway”
- Extension offers tied to the event rate or added value (free parking, spa credit, late checkout)
- Post-event bounce-back offer for a future stay
Where To Begin
You don’t need to launch 15 segments at once. Here's a simple approach to a more personalized, effective marketing strategy:
- Pick two segments to start
- Launch one automated campaign per segment
- Track performance with revenue in mind
- Optimize from there
In Conclusion
The truth is, your best guests already live in your database but without the right technology, they’re harder to identify and activate. That’s where a CDP makes all the difference. Ascent360 is the gold standard, all-in-one marketing suite built for hospitality, unifying and enriching guest data across systems to deliver a true 360-degree view of every guest. Ready to activate your data and uncover high-value guest segments? Schedule a demo with us today.