Hotel Survey Results: Portrait of Hotel Customers
Posted by: Linda P. Morton in MarketingRecent hotel survey results portray hotel customers by age, education, income, lifestyles and social class. It also answers the question: Why do most hotel customers travel?
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
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 on Education
Most (61%) hotel customers are college educated. Almost 20 percent have one degree and 13 percent have at least two degrees. Another quarter have attended college, but not completed a degree. Of the remaining, less than two percent failed to graduate from high school.
Hotel Survey Results Reveals 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 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 revealed that three-quarters of hotel customers travel for leisure rather than for business.
Hotel Survey Results Portrays The Target Market
The Cornell hotel survey results indicate that most hotel customers are college-educated business people and professionals, who travel more for fun than for business. They are in the Baby Boomer generation and middle-aged.
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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