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. Hotel marketers and managers can improve their marketing and services by better understanding their target market. The hotel survey was conducted by The Center of Hospitality Research at Cornell University. Hotel Survey Results on 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 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 Reveals Income Income is another important demographic revealed by the Cornell study. Most (43.9%) earned between $25,000 and $50,000. Only 15 percent made less than $25,000, while the remaining 41.1 percent earned more than $50,000. Hotel Survey Results Reveals Social Class & Lifestyle 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 Three times as many hotel customers travel for leisure as for business. Hotel Survey Results Portrays The Target Market Together the above results reveal that the best target market for hotel customers today is middle-aged Boomers. This target market consists of college-educated professionals, who are willing to spend time and money to have fun with their family and friends. This target market deserves the most attention from hotel marketers and managers. Both marketing and on-site services and activities should be designed for this target market.
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