How To Conduct Market Research In The Hospitality Industry

We've grouped together all the information our site contains on market research with the Hospitality Industry to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

There are 22 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Listen to the text: Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.
Someplace like home: Holiday Corporation purchased consumer panel mail survey results to track trends in consumer travel habits. It also performed several follow-up research projects, including focus groups and follow-up telephone and mail surveys with panelists, to find out what features Homewood Suites would have to meet the specific needs of the target market and to test two potential concepts for its facilities.
For hotels cutting back on services to trim costs, how far is too far?: Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.
Drinking in the memories: Wilhelmina’s, a Philadelphia nightclub, used projective techniques that involve sight, sound, smell and touch to make design decisions that would appeal to younger patrons.
How to evoke respondents’ brand-related stories: The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How Marriott International tapped mobile research to get feedback on enhancements to its mobile site: Shared expectations and awareness of the technique’s strengths and weaknesses helped Marriott get the most out of a mobile survey of users of its Marriott Mobile site. The results augmented data gathered from a host of other sources to give a fuller look at the user experience.
In Case You Missed It... June 2010: News and notes on marketing and research: anti-drinking advertising can backfire; Florida law enforcement using focus groups to solve cold cases; writing hotel reviews
How CiCi’s Pizza used mystery shopping to set company-wide standards/evaluation metrics: CiCi’s Pizza commissioned a mystery shopping study to identify ways employees could help guests feel welcome and establish corporate standards by which performance could be measured - including know-your-name service and satisfying special requests.
Using online behavior to measure the travel industry’s recession-based injury and recovery: An examination of Web search-related data from 2007 to 2009 charts the travel industry’s recession-induced slump and points at a possible turnaround in the offing.
Data Use: A good choice for choice modeling: Maximum difference scaling lets researchers present respondents with large numbers of choice options without making the process onerous. The article uses examples of a hotel loyalty program and restaurant menu optimization to show the technique in action.