Question: 'BUILDING CUSTOMER RELATIONSHIPS & CUSTOMER PROFILING' Hotel Management students only: Develop about 3 customer profiles, leaning on a multivariate segmentation approach, that are relevant for

'BUILDING CUSTOMER RELATIONSHIPS & CUSTOMER PROFILING'

Hotel Management students only:

Develop about 3 customer profiles, leaning on a multivariate segmentation approach, that are relevant for a hotel operating in the UK market. Does the value proposition of City@Hotels fit the requirements of these segments - why would these potential customers actually choose City@Hotels? Integrate concepts such as customer profitability segmentation, customer lifetime value and related degrees of customization.

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