Hotel Survey Results Identify Five Traits of Target Market
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.
Knowing this information about hotel customers will aid managers and marketers to increase customers and improve services.
The hotel survey was conducted by The Center of Hospitality Research at Cornell University.
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 Reveals Education
Almost half (41.3%) of hotel customers have some college. Another 33 percent have completed a college degree (19.8%) or earned a graduate degree (13.2%). Barely a quarter have not completed some college, with only 1.7 percent not having graduated from high school, and only 24 percent having just a high school education.
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 on Lifestyle and Social Class
The hotel survey results on education and income reveals that the majority of hotel customers categorize into the Achiever lifestyle and the middle class.
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 - Target Market
Results of the Cornell hotel survey portrays hotel customers as middle-aged, well-educated Boomers, who travel to have fun with friends and family.
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.
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