Hotel Survey Results Identify Five Traits of Target Market | Marketing

By LindaP.Morton
Total views: 2
Word Count: 287

In a recent hotel survey, results identify five traits for the target market for hotels. These include age, education, income, social class and lifestyles, and reason-for-travel variables.

These demographics reveal characteristics that hotel managers and marketers should consider as they design their marketing strategies and tactics.

The Center of Hospitality Research, at Cornell University, administered the hotel survey.

Hotel Survey Results Reveals Age

Half of all hotel customers are between age 41 and 55. Less than a quarter (20.5%) are younger, while almost a third (30%) are older. Thus, most hotel customers are in the Boomer generation.

Hotel Survey Results on Education

Hotel customers are well educated. Only a quarter haven't at least attended college: 19.8 percent attended college but didn't earn a degree, 33 percent earned bachelor's degrees, and 13.2 percent earned graduate degrees.

Hotel Survey Results 3 - Income

Only 15 percent of hotel customers earn less than $25,000 annually. The largest percentage (43.9) have incomes between $25,000 and $50,000. People whose incomes exceed $50,000 composed the next largest (41.1) percent of hotel customers.

Hotel Survey Results 4 - Social Class and Lifestyle

Income and education results from the Cornell survey indicate that most hotel customers are middle class and in the Achiever lifestyle.

Hotel Survey Results on Business versus Leisure Travel

The Cornell survey revealed that three-quarters of hotel customers travel for leisure rather than for business.

Hotel Survey Results on Hotels' Best Target Market

The Cornell hotel survey results indicate that most hotel customers are college-educated business people and professionals, who travel more for fun than for business. They are in the Baby Boomer generation and middle-aged.

Thus, hotel marketing resources will be most effective when spent on reaching this target market. To assure customers' satisfaction, hotel activities should also be allocated to serving them.

About the Author

Get characteristics for the best hotel target market at hotel market segmentation or read more about Baby Boomer characteristics.

You are here Articles > Business > Marketing