Smart Segmentation for Higher Revenue: Identify, Target, Optimize

In this strategic session, HyperGuest team and Waldin Duran, Cluster Commercial Director for Peru at Melia Hotels International unpacked the transformative power of Smart Segmentation for the hospitality industry. With a data-driven approach, the webinar explored how identifying and targeting high-value guest segments is no longer a luxury—it’s a necessity in today’s competitive, margin-tight environment.

Real-world success stories highlighted how hotels have redefined their commercial identity by embracing segmentation. From urban hotels optimizing short-lead corporate bookings to resorts building geo-driven promotions, the insights shared were grounded in operational reality.

HyperGuest’s platform emerged as a key enabler—facilitating hyper-targeted campaigns, automating partner-specific offers, and helping hotels streamline their B2B connections through dynamic, real-time distribution. The session also emphasized how segmentation doesn’t just improve revenue; it sharpens rate strategies, reduces CAC, and enhances the guest journey from discovery to booking.