As the travel and hospitality industry has also jumped onto the personalization bandwagon, guest preferences are no more one-dimensional. Hospitality brands and marketing leaders are taking surface-level customer segmentation to another level by diving deep into their customer bases and understanding the various levels to reveal the complex nature of today's guests. Every trip is perceived as a unique demand segment which can roughly be categorized into commercial, leisure, group, or social, military, educational, religious and fraternal.