Hotel Survey Results Reveal Best Target Market
by Linda P. Morton
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.
Hotel marketers and managers can improve their marketing and services by better understanding their target market.
The Center of Hospitality Research, at Cornell University, administered the hotel survey.
Hotel Survey Results on 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 Reveals Education
Most (61%) hotel customers are college educated. Almost 20 percent have one degree and 13 percent have at least two degrees. Another quarter have attended college, but not completed a degree. Of the remaining, less than two percent failed to graduate from high school.
Hotel Survey Results on Income
Most (85%) hotel customers earn at least $25,000 per year. Almost 44 percent earn less than $50,000 annually while slightly more than 41 percent earn more than $50,000.
Hotel Survey Results 4 - Social Class and 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
The Cornell survey revealed that three-quarters of hotel customers travel for leisure rather than for business.
Hotel Survey Results Portrays The 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.
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