Strategic guest segmentation and satisfaction in luxury hotels : insights from marketing directors and general managers in Malta

Abstract

The research investigates approaches in securing guest satisfaction and loyalty within the upmarket segment. The luxury segment is of vital importance within the context of the hospitality industry, and the strategic efforts need to be addressed so as to ensure the sustainable development of this sector. The objective of this study centred on investigation on guest reactions to the market strategy crafted by organisations. A further objective is to analyse guest behaviours and decision making followed by an evaluation of the marketing strategy outcomes of guest satisfaction and loyalty. Primary data was compiled by qualitative interviews addressed to general managers and directors of the marketing department within luxury hotels in Malta. The findings reveal that personalized marketing whenever linked to strategic segmentation and digital engagement, enhances guest satisfaction and secures loyalty. The academic and practical appreciation of marketing aligned to luxury hotels secures an insider view of the complex relationships interlinking guest experiences and marketing approaches. Finally, a set of recommendations are presented to hotel managers so that marketing approaches will be more effectively designed responsive to the needs of the market and specifically tailored to guest desires and aspirations.