Samenvatting

The background information gives an insight into Hotel Imperio Inn. Their source market are couples, about 70% Guatemalans, 30% foreigners both coming for leisure and business (more nationals) purposes. Coziness, Comfort, Elegance, Spaciousness, Innovation and Quality are the values of Hotel Imperio Inn. The vision of Hotel Imperio Inn is ‘Being a leading company and providing the best service quality by applying continuous improvement, including the values that characterizes Hotel Imperio Inn that enable competitiveness in a comfortable and elegant atmosphere.’ The mission is‘Optimizing the means in order to improve the service quality, while offering Luxury, Comfort and Elegance by a team of highly trained and committed people to serve the guests in the Best Possible Way. The organization is hierarchical, consisting of six staff members and the general manager. The central issue of Hotel Imperio Inn is a lack of knowledge about the new segments, their characteristics, needs and demands and their perception of the hotel. So, the ambition is the get to know those new segments, as well obtaining information on how to approach them and satisfy them.
The management question is ‘How to improve marketing aspects according to the characteristics, needs and demands of new segments of Hotel Imperio Inn?’ The objective of this thesis project is therefore: ‘To advice Hotel Imperio Inn on a marketing plan on the behavior of (potential) customers and an approach to attract the new segments.’ Furthermore, the questions for the advice are: What are the Persona Profiles for the new segments of Hotel Imperio Inn? (characteristics, needs and demands), what can additionally be done to get to know new segments better? how to approach the new segments of Hotel Imperio Inn by making use of  the marketing mix? The main objective of the research is to get to know the new segments, in detail their characteristics, demands and perception of the hotel as well as how to approach them. The research questions are targeted towards this objective, incorporating geographic, demographic, lifestyle and behavioral characteristics, needs and demands of the new segments and their approach through the marketing mix.