J 2020

Using Customer Characteristics to Manage Marketing and Revenue Management Activities

CHALUPA, Štěpán and Martin PETŘÍČEK

Basic information

Original name

Using Customer Characteristics to Manage Marketing and Revenue Management Activities

Name (in English)

Using Customer Characteristics to Manage Marketing and Revenue Management Activities

Authors

CHALUPA, Štěpán and Martin PETŘÍČEK

Edition

TEM Journal, Serbia, UIKTEN, 2020, 2217-8309

Other information

Type of outcome

Článek v odborném periodiku

Confidentiality degree

není předmětem státního či obchodního tajemství

Organization unit

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.

DOI

http://dx.doi.org/10.18421/TEM93-33

UT WoS

000565865300033

Keywords (in Czech)

Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management

Keywords in English

Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management

Tags

International impact, Reviewed
Změněno: 15/12/2020 07:59, Ing. Štěpán Chalupa, Ph.D.

Abstract

ORIG EN

V originále

Understanding customer behaviour is an essential activity for hotel marketers and revenue managers. This article presents the statistical approach based on the data mining techniques focused on the extraction of valuable insight from big data. Using Two-Step Clustering, four major customers segments were identified, including their characteristics. Their description based on the booked room type, rate plan, booking window, net average room rate and length of stay can help the manager to plan better their activities.

In English

Understanding customer behaviour is an essential activity for hotel marketers and revenue managers. This article presents the statistical approach based on the data mining techniques focused on the extraction of valuable insight from big data. Using Two-Step Clustering, four major customers segments were identified, including their characteristics. Their description based on the booked room type, rate plan, booking window, net average room rate and length of stay can help the manager to plan better their activities.
Displayed: 22/11/2024 06:39