In order to complete the assessment you will need to select a specific hotel property. The hotel needs to be 3 stars or over and preferably in Australia (as long as it has a public website that can be accessed). You will need to research this chosen hotel and determine the primary customer segment the hotel should target in its future marketing efforts given its attributes and/or competitive advantage.

The primary market segment needs to be defined by at least three criteria using demographic, geographic, psychographic, and/or behaviour or any other valid segmentation criterion. For your identified market segment, you then analyse the possible above-the-line and below-the-line channels that could be used to reach this target audience.