Customer Segmentation

Customer segmentation is the practice of dividing customers into groups based on shared characteristics, such as who they are, how they buy, or how often they visit.

Attractions commonly segment guests into groups like local families, tourists, school and corporate groups, members and pass holders, and first-time versus repeat visitors. Each segment books differently, responds to different offers, and has a different lifetime value.

Why it matters for operators

Segmentation lets you send the right message to the right guest, such as a renewal offer to members or a group rate to teachers. It depends on clean guest data, which is easier to keep when booking, waivers, and POS share one guest record.

Related terms

• Guest lifetime value

• Zero-party data

• Loyalty program