Hotel Survey Results: Portrait of Hotel Customers
In a current 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.
Cornell University’s Center of Hospitality Research conducted the hotel survey.
Hotel Survey Results on Age
The hotel survey found that more than half (50.3%) of hotel customers are between ages 41 and 55 years old. Another almost 30 percent are 56 or older. Only 20.5 percent are 40 or younger. So the majority of hotel customers are Baby Boomers.
Hotel Survey Results 2 – Education
Almost half (41.3%) of hotel customers have some college. Another 33 percent have completed a college degree (19.8%) or earned a graduate degree (13.2%). Barely a quarter haven’t completed some college, with only 1.7 percent not having graduated from high school, and only 24 percent having just a high school education.
Hotel Survey Results Reveals Income
Most (85%) hotel customers earn at least $25,000 per year. Nearly 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 Cornell survey findings about education and income demographics reveal that most hotel customers are in the middle class and Achievers lifestyle.
Hotel Survey Results – Leisure versus Business
The Cornell survey portrayed hotel customers as three-to-one leisure, rather than business, travelers.
Hotel Survey Results – Target Market
Together the above results reveal that the best target market for hotel customers this day is middle-aged Boomers. This target market consists of college-educated professionals, who are willing to spend time and money to have fun with their family and friends.
Thus, hotel marketing resources will be most effective when spent on reaching this target market. To assure customers’ satisfaction, hotel activities should also be allocated to serving them.
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