Author: Mintel Group Ltd.
Last saved by: HTTP server

Hotels - US - October 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US retail sales and fan chart forecast of hotels, at current prices, 2009-19
Market drivers
Competitive context
Marketing strategies
The consumer
Hotels/motels are the most popular type of paid accommodation
Figure 2: Paid overnight stays in the past 12 months, July 2014
Hotel users average 5.6 separate visits per year
Figure 3: Number of occasions for overnight stays at hotels/motels, July 2014
Hotel stays are integral to leisure/holiday-related travel
Figure 4: Reasons for overnight hotel/motel stay, July 2014
Most adults choose midscale and upscale hotel chains
Figure 5: Hotel types used for non-business reasons in the past 12 months, July 2014
Brand
Good customer service is the number-one factor impacting hotel selection
Figure 6: Important factors impacting hotel selection - brand, July 2014
One in three adults avoid certain hotel brands
Figure 7: Attitudes toward hotels – loyalty/brand awareness, by all and past 12 month hotel users, July 2014
Technology & mobile
Figure 8: Important factors impacting hotel selection - technology, July 2014
Many adults usually do research online before staying at an unfamiliar property
Figure 9: Attitudes toward hotels – research and on-the-go mobile, by all and past 12 months hotel users, July 2014
Free breakfast factors into hotel selection
Figure 10: Important factors impacting hotel selection - amenities, July 2014
What we think
ISSUES AND INSIGHTS
Will home sharing affect revenues?
The issues
The implications
How important are Hispanics to future growth in the market?
The issues
The implications
Are hotels missing an opportunity with frequent hotel guests?
The issues
The implications
TREND APPLICATION
Trend: The Real Thing
Trend: Prove It
Trend: Suite Life
MARKET SIZE AND FORECAST
Key points
Major hotel performance indicators rebound from depths of recession
Drivers of demand are mostly positive
Figure 11: Total US retail sales and forecast of hotels, at current prices, 2009-19
Figure 12: Total US retail sales and forecast of hotels, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 13: Total US retail sales and fan chart forecast of hotels, at current prices, 2009-19
MARKET DRIVERS
Key points
Vacation, social occasions, business trips drive hotel visits
Figure 14: Reasons for overnight hotel/motel stay, July 2014
Access to paid vacation and holidays
Figure 15: Number of days of paid vacation by length of service, 2012
Weddings and funerals
Business trips
Travel sentiment trending upward
Figure 16: Traveler Sentiment Index, March 2007-April 2014
Domestic leisure trips increasing
Figure 17: Domestic person-trips for leisure, 2008-17
Positive outlook for international travel visits to US
Figure 18: International visitors to the US, 2008-17
Disposable personal income increases
Figure 19: Disposable personal income, January 2007 – August 2014
Growing inequality tempers positive impacts of economic recovery
COMPETITIVE CONTEXT
Key points
Sharing economy
Vacation homes/timeshares
Figure 20: Vacation home sales, 2006-13
Other paid overnight stays
Figure 21: Paid overnight stays in the past 12 months, July 2014
LEADING COMPANIES
Accor
Best Western International
Choice Hotels International
Hilton Worldwide
InterContinental Hotels Group (IHG)
Hyatt Hotels
Marriott International
Starwood Hotels & Resorts Worldwide, Inc.
Wyndham Hotel Group
INNOVATIONS AND INNOVATORS
Hotels ditch keycards in favor of tech-based options
Wearable-aided room entry
Phone-aided room entry
Fitness services expand beyond the hotel gym
Marriott tests vending machine with healthy local food
InterContinental launches health-oriented brand
Hotels get customers in shape with health packages
Unique hotel packages offer more than just breakfast
Trump Hotels International trumps the great outdoors with ‘Glamping’ package
The Beverly Wilshire Four Seasons hotel launches Pretty Woman package
Experiences by Marriot
No toothbrush? No problem: Robotic bellhop delivers to customer rooms
Figure 22: Aloft Hotels, “Botlr,” Aug. 20, 2014
MARKETING STRATEGIES
Key points
Everyone loves a good story: Hotels highlight customer experiences
The Holiday Inn assists guests on their Journey to Extraordinary
Figure 23: Holiday Inn, “Stories from Holiday Inn Hotels: Majora Carter,” Aug. 14, 2014
The Hilton Hotel becomes a stage where the customers are players
Figure 24: Hilton, print advertisement, June 2014
The Waldorf Astoria uses fact and fiction to capture customer imaginations
Figure 25: Waldorf Astoria, print advertisement, September 2014
Figure 26: Waldorf Astoria, print advertisement, August 2014
Figure 27: Waldorf Astoria, “Alexandra makes an entrance,” Oct. 25, 2013
Figure 28: Waldorf Astoria, “An unlikely canvas,” Aug. 28, 2013
Ritz-Carlton transports customers to exotic locations with film series
Hotels move toward shareable content
citizenM targets Millennials with lifestyle website, short films
Figure 29: citizenM, “Swan Song,” Apr. 3, 2014
Holiday Inn Express taps comedian Jim Gaffigan for online videos
Figure 30: Holiday Inn Express, “Stay Smart®: Jim Gaffigan Funny or Die – Holiday Inn Express® Hotels Video,” Sept. 10, 2014
Figure 31: Holiday Inn Express, “Stay Smart®: Jim Gaffigan Doctor – Holiday Inn Express® Hotels Video,” Sept. 15, 2014
Hotel brands use influence to back social issues
Figure 32: Marriott, “What is #LoveTravels?” June 2, 2014
SOCIAL MEDIA
Key findings
Market overview
Key social media metrics
Figure 33: Key social media metrics, September 2014
Figure 34: Facebook page likes, Marriott, Hilton, Hyatt, Sheraton, October 2013 versus September 2014
Brand usage and awareness
Figure 35: Brand usage and awareness for select hotel chains, July 2014
Interactions with hotels
Figure 36: Interactions with select hotel chains, July 2014
Leading online campaigns
Sharing travel journeys
Charitable involvement
What we think
Online conversations
Figure 37: Share of voice for select hotel chains, by week, September 8, 2013-September 7, 2014
Where are people talking about hotels?
Figure 38: Share of voice for select hotel chains, by page type, September 8, 2013-September 7, 2014
What are people talking about?
Figure 39: Topics of conversation among select hotel chains, September 8, 2013-September 7, 2014
PAID ACCOMMODATION USAGE IN PAST 12 MONTHS
Key points
About two thirds of adults stayed in a hotel in the past 12 months
Figure 40: Paid overnight stays in the past 12 months, July 2014
Stays at paid accommodations correlate with income level
Figure 41: Paid overnight stays in the past 12 months, by household income, July 2014
iGen/Millennials more likely to stay at any paid accommodation
Figure 42: Paid overnight stays in the past 12 months, by generations, July 2014
Hotel users average 5.6 separate visits per year
Figure 43: Number of occasions for overnight stays at hotels/motels, July 2014
Frequent hotel users also more likely to use other accommodations
Figure 44: Paid overnight stays in the past 12 months, by number of occasions for overnight stays at hotels/motels, July 2014
REASONS FOR OVERNIGHT STAYS
Key points
Most popular reason for staying in a hotel is as part of a vacation
Holiday travel, friends/family and business trips also of import
Figure 45: Reasons for overnight hotel/motel stay, July 2014
Higher-income adults use hotels/motels for multitude of reasons
Figure 46: Reasons for overnight hotel/motel stay, by household income, July 2014
Millennials more likely to stay at a hotel for holiday or shopping trip
Figure 47: Reasons for overnight hotel/motel stay, by generations, July 2014
HOTEL TYPES USED
Key points
Majority of adults have stayed at a midscale or upscale hotel
Figure 48: Hotel types used for non-business reasons, July 2014
Higher-income adults more likely to stay in upscale or better hotels
Figure 49: Hotel types used for non-business reasons – have used in the past 12 months, by household income, July 2014
AARP crowd more selective in their stays; younger adults enjoy a variety of experiences
Figure 50: Hotel types used for non-business reasons – have used in the past 12 months, by generations, July 2014
Active loyalty program members using midscale and upper-scale hotels
Figure 51: Hotel types used for non-business reasons – have used in the past 12 months, by loyalty and brand awareness, July 2014
HOTELS BRANDS – USAGE AND ATTRIBUTES
Key points
Marriott, IHG/Holiday Inn lead hotel groups, Best Western and Hilton follow
Figure 52: Hotels used in the previous 12 months, January 2013-March 2014
Correspondence analysis for brand attributes
Brand associations reflect hotel type
Figure 53: Correspondence analysis, hotel brands, July 2014
Best value: Best Western, Choice Hotels, Holiday Inn
Worth paying more for: Marriott, Hilton, Accor, Hyatt, Starwood
Accor: Blazing its own trail
Figure 54: Hotel brand attributes, index to average – Part I, July 2014
Figure 55: Hotel brand attributes, index to average – Part II, July 2014
IMPORTANT FACTORS IN HOTEL SELECTION
Key points
Customer service, free breakfast, and WiFi are key considerations
Figure 56: Factors impacting hotel selection, July 2014
Millennials take more factors into account when selecting a hotel
Figure 57: Factors impacting hotel selection – very important, by generations, July 2014
Most frequent hotel visitors somewhat more picky
Figure 58: Factors impacting hotel selection – very important, by number of occasions for overnight stays at hotels/motels, July 2014
RESEARCH CONDUCTED FOR HOTEL STAYS
Key points
Eight in 10 conduct online research for hotel stays
Figure 59: Research conducted for hotel stays, July 2014
Frequent hotel guests more likely to conduct research
Figure 60: Research conducted for hotel stays, by number of occasions for overnight stays at hotels/motels, July 2014
ATTITUDES TOWARD HOTELS
Key points
Loyalty/brand awareness
Figure 61: Attitudes toward hotels – loyalty/brand awareness, by all and past 12 month hotel users, July 2014
Brand awareness and loyalty program use tends to increase with household income
Figure 62: Attitudes toward hotels – loyalty/brand awareness, by household income, July 2014
Frequent hotel visitors’ sentiments echo upper-income households
Figure 63: Attitudes toward hotels – loyalty/brand awareness, by number of occasions for overnight stays at hotels/motels, July 2014
Research and mobile
Figure 64: Attitudes toward hotels – research and on-the-go mobile, by all and past 12 month hotel users, July 2014
Millennials less likely to do research, but are more likely mobile
Figure 65: Attitudes toward hotels – research and mobile, by generations, July 2014
Frequent travelers more likely to rely on their mobile device
Figure 66: Attitudes toward hotels – research and mobile, by number of occasions for overnight stays at hotels/motels, July 2014
Sharing economy
Figure 67: Attitudes toward hotels – sharing economy, by all and past 12 month hotel users, July 2014
Millennials are slightly more interested in home sharing
Figure 68: Attitudes toward hotels – sharing economy, by generations, July 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Blacks less likely to stay in any type of paid accommodation
Figure 69: Paid overnight stays in the past 12 months, by race/Hispanic origin, July 2014
Hispanics hotel users rack up more stays
Figure 70: Number of occasions for overnight stays at hotels/motels, by race/Hispanic origin, July 2014
Hispanics more likely to have stayed at each type of chain
Figure 71: Hotel types used for non-business reasons – have used in the past 12 months, by race/Hispanic origin, July 2014
Reputation for customer service more important to blacks and Hispanics
Figure 72: Factors impacting hotel selection – very important, by race/Hispanic origin, July 2014
Hispanics more likely to research, seek out special offers
Figure 73: Research conducted for hotel stays, by race/Hispanic origin, July 2014
Hispanics more likely than non-Hispanics to recommend home sharing
Figure 74: Attitudes toward hotels, by race/Hispanic origin, July 2014
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 75: Brand usage or awareness, July 2014
Figure 76: Holiday Inn usage or awareness, by demographics, July 2014
Figure 77: Hilton Hotels & Resorts usage or awareness, by demographics, July 2014
Figure 78: Marriott Hotels & Resorts usage or awareness, by demographics, July 2014
Figure 79: Comfort Inn usage or awareness, by demographics, July 2014
Figure 80: Hyatt usage or awareness, by demographics, July 2014
Figure 81: Sheraton Hotels & Resorts usage or awareness, by demographics, July 2014
Activities done
Figure 82: Activities done, July 2014
Key social media metrics
Figure 83: Key social media metrics for select hotels, September 2014
Online conversations
Figure 84: Share of voice for select hotel chains, by week, September 8, 2013-September 7, 2014
Figure 85: Share of voice for select hotel chains, by page type, September 8, 2013-September 7, 2014
Figure 86: Topics of conversation among select hotel chains, September 8, 2013-September 7, 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Overnight stays at paid accommodations
Figure 87: Paid overnight stays in the past 12 months, by loyalty and brand awareness, July 2014
Figure 88: Paid overnight stays in the past 12 months, by gender, July 2014
Figure 89: Paid overnight stays in the past 12 months, by gender and age, July 2014
Figure 90: Paid overnight stays in the past 12 months, by research and on-the-go mobile, July 2014
Number of occasions for overnight stays at hotels/motels
Figure 91: Number of occasions for overnight stays at hotels/motels, by household income, July 2014
Figure 92: Number of occasions for overnight stays at hotels/motels, by demographics, July 2014
Figure 93: Number of occasions for overnight stays at hotels/motels, by hotel types used for non-business reasons – have used in the past 12 months, July 2014
Reasons for overnight hotel/motel stay
Figure 94: Reasons for overnight hotel/motel stay, by gender, July 2014
Figure 95: Reasons for overnight hotel/motel stay, by race/Hispanic origin, July 2014
Figure 96: Reasons for overnight hotel/motel stay, by marital/relationship status, July 2014
Figure 97: Reasons for overnight hotel/motel stay, by presence of children in household, July 2014
Figure 98: Reasons for overnight hotel/motel stay, by hotel types used for non-business reasons – have used in the past 12 months, July 2014
Hotel types used for non-business reasons
Figure 99: Hotel types used for non-business reasons – have used in the past 12 months, by gender, July 2014
Figure 100: Hotel types used for non-business reasons – have used in the past 12 months, by marital/relationship status, July 2014
Figure 101: Hotel types used for non-business reasons – have used in the past 12 months, by presence of children in household, July 2014
Figure 102: Hotel types used for non-business reasons – have used in the past 12 months, by research and on-the-go mobile, July 2014
Hotel brand attributes
Figure 103: Hotel brand attributes – Part I, July 2014
Figure 104: Hotel brand attributes – Part II, July 2014
Factors impacting hotel selection
Figure 105: Factors impacting hotel selection – very important, by household income, July 2014
Figure 106: Factors impacting hotel selection – very important, by research and on-the-go mobile, July 2014
Figure 107: Factors impacting hotel selection – very important, by gender, July 2014
Figure 108: Factors impacting hotel selection – very important, by marital/relationship status, July 2014
Figure 109: Factors impacting hotel selection – very important, by loyalty and brand awareness, July 2014
Figure 110: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
Figure 111: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
Figure 112: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
Factors impacting hotel selection (special section)
Figure 113: Factors impacting hotel selection – very important, by hotel types used for non-business reasons – have used in the past 12 months, July 2014
Figure 114: Factors impacting hotel selection – very important, by hotel types used for non-business reasons – have used in the past 12 months, July 2014
Figure 115: Factors impacting hotel selection – very important, by hotel types used for non-business reasons – have used in the past 12 months, July 2014
Research conducted for hotel stays
Figure 116: Research conducted for hotel stays, by household income, July 2014
Figure 117: Research conducted for hotel stays, by research and on-the-go mobile, July 2014
Figure 118: Research conducted for hotel stays, by gender, July 2014
Figure 119: Research conducted for hotel stays, by marital/relationship status, July 2014
Figure 120: Research conducted for hotel stays, by presence of children in household, July 2014
Figure 121: Research conducted for hotel stays, by loyalty and brand awareness, July 2014
Attitudes toward hotels
Figure 122: Attitudes toward hotels, by gender, July 2014
Figure 123: Attitudes toward hotels, by marital/relationship status, July 2014
Figure 124: Attitudes toward hotels, by presence of children in household, July 2014
Figure 125: Attitudes toward hotels, by loyalty and brand awareness, July 2014
Figure 126: Attitudes toward hotels – loyalty/brand awareness, by generations, July 2014
Figure 127: Attitudes toward hotels – loyalty/brand awareness, by loyalty and brand awareness, July 2014
Figure 128: Attitudes toward hotels – research and mobile, by household income, July 2014
Figure 129: Attitudes toward hotels – research and mobile, by research and on-the-go mobile, July 2014
Figure 130: Attitudes toward hotels – sharing economy, by household income, July 2014
Figure 131: Attitudes toward hotels – sharing economy, by number of occasions for overnight stays at hotels/motels, July 2014
APPENDIX – TRADE ASSOCIATIONS

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.