Overlapping product‐benefit segments in the lodging industry: a canonical correlation approach

Segmenting techniques used in the lodging industry typically assume that individuals fall into mutually exclusive groups, that is, they are assigned to one type of lodging concept by the segmenting method used. In reality, however, travelers often use several types of lodging alternatives. This study utilized a canonical correlation approach to segment the senior pleasure traveler market. The analysis resulted in both uniquely defined and overlapping segments based on the relationship between lodging preferences and benefits/attributes sought in a lodging accommodation. The study also revealed implications dealing with overlapping segments as well as loyalty to specific lodging segments.