Nora Burkard 
Market Segmentation and Branding in the Hotel Industry 
With Special References to Hilton Cooperation

Seminar paper from the year 2003 in the subject Tourism — Miscellaneous, grade: 1, 3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, language: English, abstract: In today´s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities.

Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activties depend on precisely defined and carefully choosen market segments.