HOSPITALITY MARKETING
MANDARIN ORIENTAL DEMOGRAPHY ANALYSIS
A deep look into the target market of the luxury hotel group that is Mandarin Oriental.
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With Mandarin Oriental being one of the most prominent five star hotel operators in several continents (Asia, North America and Europe), with future locations in development currently, it is crucial that they carefully set their demographics in order to deliver the suitable marketing campaigns. Below are some of the demographic groups that the hotel group have specified globally.
Corporate Executives
The hotel company markets their brand and hotels to those who hold senior positions in large corporations. The world of corporate travel is growing, with more executives year-on-year needing accomodation in major cities. Mandarin Oriental aim to make up 40% of their global occupancy with corporate travel solutions, and they do a great job in doing so. Mandarin target their services to large corporations because of the large potential amount of stays from different employees working for those companies.
Mandarin Oriental appeal to such demographics with their large range of working/business facilities in each hotel such as business centres, meeting/conference rooms, VIP check-ins and much more. Aiming towards corporates is also beneficial as these indivuals are likely to return to Mandarin Oriental properties for leisure purposes when they are on holidays.
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High Profile Indivuals
Mandarin Oriental target their services heavily towards high-profile people such as celebrities, CEOs or heads of states. This is due to their large spending ability, and likelihood of purchasing more expensive accomodation options. The hotel company provide the very best facilities for such indivuals.
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Asian Ethnic Groups
As the hotel group has emerged from Asian origins, they aim to provide exceptional accomodation when Asian indivuals are abroad and are looking for a place to stay. The hotel company ensures there are employees from different ethnic groups at each to provide the best possible service.
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Familes
Mandarin Oriental aim their services towards families through providing family-friendly restarants and facilities. Including families as a part of their leisure travel profile is important to make more sales and cater for all. With most of Mandarin Oriental's properties being five star hotels, this is how families can mix fun with luxury.
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