Hotel Survey Results Reveal Best Target Market

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 Center of Hospitality Research, at Cornell University, administered the hotel survey.

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 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 on 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

Income and education results from the Cornell survey indicate that most hotel customers are middle class and in the Achiever lifestyle.

Hotel Survey Results Reveal Purpose of 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.

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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