Online Hotel Booking
Essay Preview: Online Hotel Booking
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Product: Online Hotel booking
The segment:
All internet users in Morocco who are interested in booking hotel rooms in the easiest way all over the country no matter their age and social status via internet. The segment targets some of the VALS model segments which are Thinkers, achievers, Innovators, Believers, strivers and makers.
Customers need:
-reputable hotels from all over the country
– Interesting hotel rooms deals all over the country
-Moments to remember for the rest of their lives
-lower price hotel rooms than direct booking methods
– Variety of hotel options from all over the country
– Easy access to hotel reservations
-different payment methods including (checks, wire transfers, and credit/debit cards)
-According to Maslows hierarchy of needs, our customers needs in this case is related to the need for self esteem
TAM calculation:
Geographic segmentation:
– Morocco total population 2011 = 32 309 239 people.
– Morocco internet users estimated = 15 700 000 people.
– Morocco total online transactions = 308000 transactions in 2012 with 11% in the concerned field (Hotels reservation)
Demographic segmentation:
– The product targets both genders (Male & Females) = 100 %
– For the age, surveys have shown that the Moroccan population that like to travel start from adolescence. 73% of the whole population
Middle income people (53% of the Moroccan population 2009)as well as high income people (13% of the Moroccan population). A total of 66% of the overall population.
Psychographic segmentation:
Percentage of internet users who are interested in booking hotel rooms online 11% (
The total:
Total = Estimated Moroccan internet users* Sex* Age(population over the the 15 years of age)* Concerned income population ( middle income class and high income class)* Number of internet users interested in online hotel rooms reservations.
Total population = 15700000 * 1 * 0.73* (0.53+0.13= 0.66)*0.11
= 832069 people