Abstract
This article presents a multi-criteria methodology to identify target markets for the hotel industry, based on objective and quantitative criteria from official statistical sources, using five dimensions: volume, evolution, seasonality, length of stay and expenditure. The methodology allows tourism organisations to: i) identify market indicators that respond to their organisational goals; ii) build a composite indicator that reveals the suitability of these markets; and iii) evaluate market segments based on their attractiveness and their market share. We test and illustrate the methodology using pre- and post-pandemic data for international tourism demand to Spain, illustrating the value of different target markets both for the country's hotel industry and for individual hoteliers.
•Hoteliers need to better understand the value of target markets to take informed decisions.•We provide a viable tool to select tourism markets.•A multicriteria criteria ranking is a comprehensive and objective tool to rank markets.•Our index includes market volume, evolution, seasonality, length of stay, and expenditure.•The index clearly captures market changes before and after covid-19.