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Re-imagine your Market Segments - A Revenue focus from "Asia Pacific"

A session by Heidi Gempel and Shannon Knapp
HGE International & HSMAI Revenue Advisory Board Member and SKnapp Consulting

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About this session

Join us for a conversation on the pivotal role of market segmentation in the accommodation marketing strategy and how 2020 events and trends require us to reconsider how optimise revenue by segment. Shannon and Heidi will discuss valuable insights and practical action points around: • The purpose of market segments • Reasons why you may want to consider evaluating your current set up • Practical steps, tips and tricks on how to update and adapt your market segmentation • Factors and implications to consider as you review your market segmentation

PRE-WORK: 1) Please complete the short 3-question survey about this session at This will help us tailor the session to the audience, we want to help you work on this mini-project during the session.
2) Please print (or have access to) your property's (or properties) report showing: Room night, Average room rate, and Revenue 2019 results by Market Segment. This is a standard report is most Property management systems. (These will be used only by you for practical reference during the session, and of course not be shared).
2) A description/definition of each of your current market segments.

We look forward to receiving your questions and discussion.

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