Demographic or Psychographic Hotel Segmentation? The Emerging Market of Domestic Women Business Travellers


  • Gagandeep Narula Soni Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi
  • Tanuja Kaushik G D Goenka University, Gurugram.
  • Sarah Hussain Jamia Millia Islamia, New Delhi.



Market segmentation, Domestic women business travellers, Demographic variables, Psychographic constructs, hospitality industry


Market segmentation is a key marketing strategy practised by hotels. Adoption of a combination approach where demographic variables are amalgamated with the psychographic constructs can be utilized to segment the women on a domestic business trip. This will yield enlightening results for the hospitality marketers which will eventually enable them to design marketing mixes and products suited to fulfil the requirements and preferences of this particular segment of women. Using online surveys along with qualitative techniques for collecting data and analysing them through multivariate statistical techniques may take the hospitality industry to the next level of success.

Author Biographies

Gagandeep Narula Soni, Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi

Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi, India.

Tanuja Kaushik, G D Goenka University, Gurugram.

Student Welfare and International Relations, G D Goenka University, Gurugram, Haryana, India.

Sarah Hussain, Jamia Millia Islamia, New Delhi.

Department of Tourism & Hospitality Management, Jamia Millia Islamia, New Delhi, India.


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How to Cite

Narula Soni, G., Kaushik, T., & Hussain, S. (2022). Demographic or Psychographic Hotel Segmentation? The Emerging Market of Domestic Women Business Travellers. Atna Journal of Tourism Studies, 17(2), 01 - 33.