Top 10 trends in guest segmentation for 2025The guest segmentation shift we’re talking about is being redefined on both micro and macro marketing levels — spanning a variety of communication channels. Here’s a look at some of the biggest emerging trends in hotel guest segmentation. The best hotel guest segmentation strategies extend beyond hotel email marketing to on-property guest service. Predictive guest segmentation is still new, but it pays to have it on your radar as these tools mature. If you want a jumping-off point to get started on your guest segmentation, start your journey with our Direct Booking Mastery Certification for a full course on guest segmentation strategies.