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Hotel owners know that they are in one of the most competitive industries within the travel and tourism business. In many of the most popular tourist destinations across the United States it’s not uncommon for a hotel to be on the same street as ten other hotels. So how does a hotel stand apart from its competitors? The answer lies in hotel market research. Hotel market research is ideal for opening a new location, starting a marketing campaign or finding out more about customer satisfaction and brand effectiveness. With the assistance of quality research, a hotel can make strategic decisions to drive continued growth and profitability. The Top Three Uses of Hotel Market Research 1. Opening a New Hotel A market research firm can conduct customized research that will help a property owner or hotel company determine if a proposed location is the best choice. Research activities may include: • Researching the competition, their revenues, and the customer demographic that they attract. • Determining whether there are planned construction projects in the area and how that might impact the hotel and its ability to generate business. • Evaluating whether the hotel brand is a good fit for the community and the visitors it attracts. For example, is the location a popular tourist destination or business destination, and is the price point appropriate for the demographic the destination attracts. Opening a new hotel could be a profitable venture if the owner knows all there is to know about the location, competition and demographics. Market research ensures that decisions are made based on good information. 2. New Marketing Campaigns Every marketing campaign should have clear objectives and should be designed to target specific audiences. A market research firm may discover for example that the region where the hotel is located has been attracting tourists who are interested in wine tasting events. With this information, a hotel could offer a wine tasting package or could create a wine tasting menu within the hotel restaurant to attract these customers. 3. Brand Awareness A hotel should know as much as they can about their brand and how it is perceived. Is the hotel known for discounted rooms or luxury service? Is the hotel positioned to attract the vacation traveler or the business traveler? By uncovering the answers to these questions through market research, a hotel will understand their customers on a deeper level, offering more opportunity to exceed customer expectations. For more information, pleasevisit Mandala Research LLC at, .
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