The girlfriend getaway market: Segmenting accommodation and service preferences

• The GGA marker is homogeneous in their demographic characteristics.
• The GGA market is heterogeneous in their accommodation and service preferences.
• There are five distinct clusters of accommodation and services preferences.

The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested.