1200 Reservations Guide 1245 Guestroom Market Segments A

1200. Reservations Guide, 1245 Guestroom Market Segments A. The Purpose of This Policy Market segments divide our room revenue and room statistics into categories that are easy to understand. We use a separate market segment whenever we use different marketing activities to reach a portion of our customers is different. For example, the methods used to sell to our preferred corporate accounts are different from how we sell to tour bus operators, so preferred corporate accounts and tour operators are in different market segments. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc. Image from Microsoft Office online, Mar. 2011

1200. Reservations Guide, 1245 Guestroom Market Segments B. Summary There are two major categories of guestroom business: v Groups v Transients (individual travelers) Within these two categories are market segments. We use the market segments described in the following sections. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments C. Group Market Segments A “group” is any event using ten or more rooms on a single night, except complimentary rooms. Everything else is transient business. Following are the group market-segment definitions: v Corporate Groups (GC) v Association Groups (GA) v Government Groups (GG) v Citywide Groups (GCW) v Tour Groups (GT) v SMERFES (GS) v Contract Groups (GC) Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments C. Group Market Segments (cont. ) v Corporate Groups: Groups for which the client is a for-profit organization, such as a company. Example: Charlie's Rug Service. v Association Groups: Groups arranged by an association, usually comprised of people with similar interests. We consider labor unions as associations. Example: Western School Teachers Association. v Government Groups: Groups arranged by a governmental organization, except military. Example: United States Postal Service. v Citywide Groups: Groups booked by an area-wide organization, such as a convention bureau, using multiple hotels. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments C. Group Market Segments (cont. ) v Tour Groups: Groups on tour. Example: Vacation Coastal Tours. v SMERFES: Social, military, ethnic, religious, fraternal, education and sport groups. Examples: Weddings, bar mitzvahs, birthday parties, churches, synagogues, temples, fraternities, sororities, reunions, special-interest clubs and sports teams. v Contract Groups: Groups contracted to use a specific number of rooms over a long time period, usually for a reduced price. Travelers may arrive and depart separately and have no group events. Examples: American Airlines flight crew and Southern Pacific Railroad maintenance crews. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments D. Transient Market Segments “Transient” travelers are any travelers who are not part of a group and any complimentary rooms, regardless of whether they are part of a group. Following are the transient market-segment definitions: v Rack Rated (TR) v Corporate Transient (TC) v Corporate Preferred (TP) v Government Transient (TG) v Weekend Rate (TW) v Packages (TP) v Discount (TD) v Complimentary (TCOM) Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments D. Transient Market Segments (cont. ) v Rack Rated: Any traveler paying full rack rate. v Corporate Transient: Any traveler paying the corporate. v Corporate Preferred: Any traveler paying a special rate negotiated with a company. These rates are available in our property-management system. Preferred rates established with government and military accounts do not go into this market segment. v Government Transient: Any traveler paying our government rate or government-upgrade rate. v Weekend Rate: Any traveler paying the weekend rate. Not all weekend travelers belong in this segment. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments D. Transient Market Segments (cont. ) v Packages: Any traveler paying a package rate. A "package" includes a hotel room and something that is not normally included with the room, such as a rental car, theater tickets, a bottle of wine or meals. v Discount: Any traveler paying a rate calculated from a percentage discount or a special discount rate. This segment includes travel clubs, employee discounts, airline-employee discounts, travel-agent discounts, long-term stay guests, partial-day rate, etc. v Complimentary (“comp”): Any traveler receiving a free room, whether or not part of a group. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments E. Group Reclassification to Transient Sometimes we must reclassify revenue and statistics into a different market segment after departure. Most often this occurs when we expected a group to use ten or more guestrooms on at least one day, but the actual number of rooms used dropped below ten. If it were originally a corporate, government or military group paying the corporate, government or military rate, we would be reclassify the room nights and revenue as corporate, government or military transient, respectively. If it were originally a SMERFES, association, tour or city-wide group paying rack or weekend rate, we would reclassify it as rack or weekend, respectively. If it were originally a SMERFES, association, tour or citywide group paying a discounted rate, we would reclassify it as discount-transient. Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments F. Market Sub-segments Some market segments have sub-segments. Sub-segments are sub-categories of market segments. The following sections describe sub-segments: SMERFES: Sub-segments include the following: v Social v Military v Ethnic v Religious v Fraternal v Education v Sports Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments F. Market Sub-segments (cont. ) Transient package sub-segments: The sub-segments include a separate sub-segment for each package. Discounts: Sub-segments include the following: v Employee discount v Travel-agent discount v Airline employee discount v Internet specials v Long-term-stay rate v AAA discount v AARP discount v Day-use rate Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments G. The Hierarchy of Market Segments Sometimes market segments seem to be in conflict. For example, what if a preferred account is staying on a weekend paying the weekend rate? Or what if a citywide convention is a sports group? In which segments would these be categorized? Continue ► GUEST SERVICES GUIDE © Marin Management, Inc.

1200. Reservations Guide, 1245 Guestroom Market Segments G. The Hierarchy of Market Segments (cont. ) The following list shows the hierarchy of our market segments from top to bottom. The higher on the list takes precedent over all lower market segments. v Complimentary v Citywide group v All other groups v Corporate preferred v Rack rate, corporate transient, weekend rate, package and discount v Military transient v Government transient End GUEST SERVICES GUIDE © Marin Management, Inc.

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