What is Segmentation?
If you ever wonder where the majority of your bookings come from, segmentation analytics will allow you to find out just that. Setting up your segmentation is crucial if you wish to differentiate amongst the different customer profiles of your property.
Segmentation is directly taken from the PMS. This is a part of the information we receive for each confirmed booking, so we can enable you to understand your data better.
Tracking KPIs by Segment
In the Portfolio Dashboard --> Portfolio Summary graph, you just have to click on a specific Month, Week or Day for a pop-up to display the breakdown of bookings by Segment/Channel/Inventory with your revenue generated in terms of OTB.
You can then manually adjust the period in the top right corner as well.
If the data is available, you can also track how current performance compares to LY and STLY.
Types of Segmentation
You will see two tabs displaying segmented data
Segment - This data is aggregated to the segments you have configured in your FLYR Settings. This will match segmentation you see throughout the platform in Planning, Optimization, and most dashboard templates in Insights.
To learn more about how to configure your segments in FLYR, check out this article here.
PMS Segment - This data is aggregated to the segment names that we receive from your PMS. Customization of Insights dashboards to reflect this segmentation is supported.
Why are there two types of segmentation in FLYR?
Your PMS may automatically assign segments to reservations based on predefined rules, but these can become outdated as your business or portfolio grows, making it harder to analyze historical data.
FLYR offers flexibility by allowing you to configure segments independently of your PMS. Segments in FLYR are mapped to rate plans, meaning updates to this mapping instantly apply to both current and historical data. Since FLYR’s forecasts are at the rate plan level, you can easily aggregate them into segments, even as your segmentation changes—something that isn’t possible with PMS-only segmentation.
More insight required?
If you are interested to find out more about your segmentation, ask our support team about Insights. With it, you can get access to insights like:
The times of the day when you receive the most bookings from a specific segment;
How active your segments are across the different channels;
The most popular room types for each segment
Length of Stay by Segment/Channel
Average Lead time by Segment/Channel
(Just to name some examples. There is so much data to explore with Insights!)