Hotel Survey Results Identify Five Traits of Target Market
Bookmark me!
Hotel survey results reveal the best target market through demographic information on age, education and income. The survey also reveals psychographics for lifestyles, social class and purpose of travel.
These demographics reveal characteristics that hotel managers and marketers should consider as they design their marketing strategies and tactics.
The hotel survey was conducted by The Center of Hospitality Research at Cornell University.
Hotel Survey Results Reveals Age
Age reveals that half (50.3%) of hotel customers are Boomers (41 to 55 years old). Of the other half, more (30%) are older than younger (20.5%).
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 on 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
The Cornell survey findings about education and income demographics reveal that most hotel customers are in the middle class and Achievers 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 - 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 managers should consider designing their marketing and hotel activities and services to attract this target market.
Bookmark me!
Tags: Marketing