Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Direct marketing data and creative
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hotel revenues slowly climbing back
- All segments impacted by economy; recovery looks to be diverse
- Leading hotel companies lure guest through dark economic cloud
- Getting back to basics…
- … but keeping on top of technology
- Low-cost alternatives, fees, and industry unemployment threaten growth
- Hotel and motel usage
- Hotels are used most for holiday/leisure travel
- Midscale hotels used most; frequent travelers opt for upscale
- Price the most important factor in hotel choice
- Leisure travelers book through hotel website
- Age and lifestage determine premium-worthy amenities
- Cleanliness the top concern when booking an unfamiliar hotel
- Race/Hispanic origin impacts on hotels use
Insights and Opportunities
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- Basic amenities: cleanliness and comfort
- Staying ahead of the social networking and technology curve
- Guests as brand ambassadors
- Targeting the next generation
- Best-price guarantees, flash sales and daily deals
- On-property food and beverage outlets can enhance the appeal
Inspire Insights
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- Trend: New Fundamentalism
- Trend: Access All Areas
Market Size and Forecast
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- Key points
- Industry battles back from recession
- Sales and forecast of market
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- Figure 2: U.S. sales and forecast for hotels and paid accommodations, at current prices, 2006-16
- Figure 3: U.S. sales and forecast for hotels and paid accommodations, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: U.S. sales and fan chart forecast for hotels and paid accommodations, at current prices, 2006-16
- International travelers to buoy future growth
Market Drivers
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- Key points
- Economic factors
- Disposable personal income limits spending
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- Figure 5: Real disposable income, 2007-11*
- Consumer confidence tumbles in the face of a double-dip recession
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- Figure 6: Consumer sentiment index, January 2007–October 2011
- Unemployment and home foreclosures drive low consumer confidence
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- Figure 7: Unemployment and underemployment rate, January 2007-October 2011
- Hotel industry improving faster than economy…
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- Figure 8: Industry-wide performance statistics, 2005-10
- … however, consumers and lenders remain cautious
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- Figure 9: Overall Traveler Sentiment Index, March 2007-October 2011
- Business and high-end properties drive demand
- Demographic factors
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- Figure 10: Population, by age, 2006-16
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- Figure 11: Population, by race and Hispanic origin, 2006-16
Competitive Context
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- Overview
- Hostels
- CouchSurfing
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- Figure 12: Top 10 countries for couch-surfers, by number of people and percentage of total, January 2011
- Figure 13: Couch-surfers (all countries), by age group, December 2010
- Home swapping and rentals
- Camping
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- Figure 14: Overnight camping stays at U.S. National Parks, 2000-10
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- Figure 15: Overnight camping stays at U.S. national parks, by type, 2000-10
Industry Challenges
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- Internet booking taxes
- The fee increase/guest satisfaction imbalance
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- Figure 16: Employment and unemployment in accommodation, January 2001–October 2011
- Bedbugs top-of-mind for guests
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- Figure 17: Attitudes toward pest control and hotel stays, December 2010
Segment Performance
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- Key points
- Hotels and motels the largest share of market
- Sales of market, by segment
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- Figure 18: U.S. sales for hotels and paid accommodations, by segment, 2009 and 2011
- Figure 19: U.S. sales and forecast for hotels and paid accommodations, by segment, 2006-16
Segment Performance—Hotels/Motels
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- Key points
- Business and luxury stays lead sales declines as well as recent growth
- RevPAR growth through rate increases
- Sales and forecast of hotels and motels
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- Figure 20: U.S. sales and forecast of hotels and motels, at current prices, 2006-16
Segment Performance—Casino Hotels
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- Key points
- Casino hubs slow to rebound amid growth of regional gaming opportunities
- Casino accommodation growth contingent on diversification
- Sales and forecast of casino hotels
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- Figure 21: U.S. sales of casino hotels, at current prices, 2006-16
Segment Performance—Bed and Breakfast Inns
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- Key points
- Bed and breakfasts work on image and promotional efforts
- Future growth contingent on expanding target guest market
- Sales and forecast of bed and breakfast inns
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- Figure 22: U.S. sales of bed and breakfast inns, at current prices, 2006-16
Leading Companies
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- Overview
- Marriott International
- Starwood Hotels
- Wyndham Hotel Group
- InterContinental Hotels Group
- Choice Hotels International
- Accor
- Additional hotel group loyalty programs
Innovations and Innovators
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- Smartphone and tablet applications
- Themed hotel stays
- Repurposing the lobby
- Eco-friendly initiatives
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Wyndham
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- Figure 23: Brand analysis of Wyndham, 2011
- Television
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- Figure 24: Wyndham television ad, 2011
- Web and social media
- La Quinta
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- Figure 25: Brand analysis of La Quinta, 2011
- Television
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- Figure 26: La Quinta television ad, 2011
- Web and social media
- Motel 6
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- Figure 27: Brand analysis of Motel 6, 2011
- Television
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- Figure 28: Motel 6 television ad, 2011
- Web and social media
- Holiday Inn
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- Figure 29: Brand analysis of Holiday Inn, 2011
- Television
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- Figure 30: Holiday Inn television ad, 2011
- Web and social media
- Residence Inn
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- Figure 31: Brand analysis of Residence Inn, 2011
- Television
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- Figure 32: Residence Inn television ad, 2011
- Web and social media
- Best Western
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- Figure 33: Brand analysis of Best Western, 2011
- Television
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- Figure 34: Best Western television ad, 2011
- Web and social media
- Added incentives used to lure in guests
- Hotels promote creating memories
Past 12 Month Hotel/Motel Usage
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- Key points
- Demand returning
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- Figure 35: Stayed at a hotel/motel in the last 12 months, January 2006-March 2011
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- Figure 36: Travel behavior compared to last year, 2008-10
- Those aged 25-54 and affluent consumers drive hotel growth
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- Figure 37: Stayed at a hotel/motel in the last 12 months, by age, February 2010-March 2011
- Figure 38: Stayed at a hotel/motel in the last 12 months, by household income, February 2010-March 2011
- Hilton maintains steady trended use
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- Figure 39: Hotel brands stayed at for any reason in the last 12 months, January 2006-March 2011
- Strong loyalty programs help drive use
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- Figure 40: Reason for hotel stay by hotel brands stayed at in the last 12 months, February 2010-March 2011
- Guest stay at like-type hotels when branching out from preferred brand
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- Figure 41: Hotel brands comparison by hotel brands stayed at in the last 12 months, February 2010-March 2011
- Hilton and Marriott set a high bar for loyalty programs
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- Figure 42: Enrolled in frequent hotel guest program, by hotel brands stayed at in the last 12 months February 2010-March 2011
Reasons for Staying at a Hotel
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- Key points
- Holiday/leisure travel led by short vacations
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- Figure 43: Reasons for staying at a hotel in the last 12 months and reason for most recent stay, August 2011
- Age and lifestage dictate type of stay
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- Figure 44: Reason for any stay at a hotel in the last 12 months, by age, August 2011
Hotel Type Usage
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- Key points
- Midscale hotels see the greatest use
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- Figure 45: Hotel type used most recently, last 12 month usage, used more than 12 months ago, and never used, August 2011
- The affluent opt for upscale and luxury
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- Figure 46: Hotel type used most recently, by household income, August 2011
- Business travelers stay at the widest array of hotel types
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- Figure 47: Hotel type used most recently, by reason for any stay at a hotel in the last 12 months, August 2011
Important Factors in Choosing a Hotel
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- Key points
- Price is the most important factor in hotel selection
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- Figure 48: Importance of different factors in choosing hotel, August 2011
- Age impacts attraction for amenities
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- Figure 49: Most important factor in choosing hotel, by age, August 2011
- Affluent guests prioritize internet, quality ratings, on-property facilities, loyalty programs
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- Figure 50: Most important factor in choosing hotel, by household income, August 2011
Booking Process for Most Recent Leisure Hotel Stay
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- Key points
- Hotel website the leading source for booking leisure hotel stays
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- Figure 51: Booking process for most recent leisure hotel stay, by age, August 2011
- Less affluent are more spontaneous; higher income guests plan and book in advance
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- Figure 52: Booking process for most recent leisure hotel stay, by household income, August 2011
Premium-worthy Amenities and Facilities
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- Key points
- Internet/Wi-Fi tops the list of premium-worthy amenities
- Age and lifestage determine premium-worthy amenities
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- Figure 53: Premium-worthy amenities and facilities, by age, August 2011
- High-end properties should wrap amenities into rates
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- Figure 54: Premium-worthy amenities and facilities, by household income, August 2011
Top Concerns When Booking With an Unfamiliar Hotel
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- Key points
- Cleanliness the leading concern
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- Figure 55: Top concerns when booking with an unfamiliar hotel, by gender, August 2011
- Disparate concerns separate the young and old
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- Figure 56: Top concerns when booking with an unfamiliar hotel, by age, August 2011
- Concerns reflect customary property types used
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- Figure 57: Top concerns when booking with an unfamiliar hotel, by household income, August 2011
Impact of Race and Hispanic Origin
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- Key points
- Past 12 month hotel/motel usage
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- Figure 58: Stayed at a hotel/motel in the last 12 months, by race/Hispanic origin, February 2010-March 2011
- Brand usage in the last 12 months
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- Figure 59: Hotel brands stayed at for any reason in the last 12 months, by race/Hispanic origin, February 2010-March 2011
- Frequent guest program enrollment
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- Figure 60: Enrolled in frequent hotel guest program, by race/Hispanic origin, February 2010-March 2011
- Reasons for most recent stay at a hotel
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- Figure 61: Reason for most recent hotel stay in the last 12 months, by race/Hispanic origin, August 2011
- Hotel type used for most recent stay
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- Figure 62: Hotel type used most recently, by race/Hispanic origin, August 2011
- Important factors in choosing hotels
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- Figure 63: Most important factor in choosing hotel, by race/Hispanic origin, August 2011
- Premium-worthy amenities and facilities
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- Figure 64: Premium-worthy amenities and facilities, by race/Hispanic origin, August 2011
- Top concerns when booking with an unfamiliar hotel
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- Figure 65: Top concerns when booking with an unfamiliar hotel, by race/Hispanic origin, August 2011
Custom Consumer Groups—Marital Status and Presence of Children
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- Reasons for any stay at a hotel
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- Figure 66: Reason for any stay at a hotel in the last 12 months, by marital status and presence of children in household, August 2011
- Reasons for most recent stay at a hotel
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- Figure 67: Reason for most recent hotel stay in the last 12 months, marital status and presence of children in household, August 2011
- Hotel type used for most recent stay
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- Figure 68: Hotel type used most recently, by marital status and presence of children in household, August 2011
- Important factors in choosing hotel
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- Figure 69: Most important factor in choosing hotel, by marital status and presence of children in household, August 2011
Appendix—Other Useful Consumer Tables
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- Figure 70: Hotel brands stayed at for vacation/personal reasons in the last 12 months, January 2006-March 2011
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- Figure 71: Hotel brands stayed at for business reasons in the last 12 months, January 2006-March 2011
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- Figure 72: Hotel brands stayed at for any reason in the last 12 months, by gender, February 2010-March 2011
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- Figure 73: Hotel brands stayed at for any reason in the last 12 months, by age, February 2010-March 2011
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- Figure 74: Hotel brands stayed at for any reason in the last 12 months, by household income, February 2010-March 2011
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- Figure 75: Hotel brands stayed at for any reason in the last 12 months, by age, February 2010-March 2011
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- Figure 76: Hotel type used most recently, by age, August 2011
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- Figure 77: Enrolled in frequent hotel guest program, by gender, age, and household income, February 2010-March 2011
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- Figure 78: Number of nights stayed at a hotel in the last 12 months by reason for stay, by hotel brands stayed at in the last 12 months February 2010-March 2011
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- Figure 79: Most important factor in choosing hotel, by gender, August 2011
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- Figure 80: Reason for any stay at a hotel in the last 12 months, by household income, August 2011
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- Figure 81: Reason for any stay at a hotel in the last 12 months, by race/Hispanic origin, August 2011
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- Figure 82: Reason for most recent hotel stay in the last 12 months, by gender, age, and household income, August 2011
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- Figure 83: Booking process for most recent leisure hotel stay, by race/Hispanic origin, August 2011
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- Figure 84: Premium-worthy amenities and facilities, by marital status and presence of children in household, August 2011
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- Figure 85: Top concerns when booking with an unfamiliar hotel, by marital status and presence of children in household, August 2011
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Appendix—Trade Associations
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