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Hotel Survey Results Identify Five Traits of Target Market |
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Written by Linda P. Morton
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Monday, 05 May 2008 |
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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.
by LindaP.Morton
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 hotel survey was conducted by The Center of Hospitality Research at Cornell University.
Hotel Survey Results - Age
The hotel survey found that more than half (50.3%) of hotel customers are between ages 41 and 55 years old. Another almost 30 percent are 56 or older. Only 20.5 percent are 40 or younger. So the majority of hotel customers are Baby Boomers.
Hotel Survey Results 2 - 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 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 on Lifestyle and Social Class
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 - Leisure versus Business
The Cornell survey portrayed hotel customers as three-to-one leisure, rather than business, travelers.
Hotel Survey Results on Hotels' Best 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.
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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