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Revenue Management Glossary

Transient – Market Segment

Definition

The transient market segment refers to travellers who book with a property independently, or through a corporate/negotiated rate that isn’t part of a group booking. This market segment includes many different types of traveller profiles, including family, business travellers, solo travellers, couples, etc. Generally, transient bookings are short-term stays.

How to use it

Transient guests are often one of the highest revenue earning market segments for hotels and help to maintain a property's occupancy rate. As such, a great deal of a hotel's revenue management strategies will be designed to create packages and pricing that will appeal to transient travelers.

Formula

N/A

Related Terms

Transient Market, Group Market, OTA, Online Travel Agency, Wholesale Market, CRM, Loyalty Program, Direct Booking Channels, Business Travelers, Leisure Travelers
One of the best strategies to boost the revenue on your transient bookings is to match your direct rates with your OTA rates, plus offer value-adds and promotions to incentivize guests to book direct, eliminating the cost of acquisition and maximising revenues. Don’t forget to market those special packages/rates on your website to ensure that guests know that they are only available by booking directly.

Gustavo Peña

Gustavo Pena