If you are in charge of a business in the accommodation sector, you may be interested in conducting market research for hotels. Let's start by defining what type of research you would like to do: qualitative or quantitative?
What is Qualitative Market Research?
Qualitative research offers an easy way to gain a deep understanding of how and why people think, feel, and act the way they do. The primary method used to achieve these goals is focus groups.
A focus group consists of small groups of individuals, usually fewer than 12, who meet to participate in an open discussion led by a trained qualitative research consultant, also called a moderator. In most cases, they are conducted in Gessell chambers that allow clients to observe the discussions in real time from behind a one-way mirror.
Focus groups are particularly useful for exploring customer opinions on malta phone number current offerings and testing new ideas. They can provide an environment in which valuable insights are gained into travelers’ decision-making processes that affect the bottom line of properties from the smallest bed and breakfast to the world’s largest hotel chain.
When to do market research for hotels
We know that people select certain hotels for many different reasons, such as location, price, service, atmosphere, and loyalty programs. However, it is important to get feedback from guests and fully understand, for example, whether services or amenities (i.e., airport transportation, business centers, fitness centers, in-house restaurants, and Internet or WiFi access) affect travelers’ decisions about where to stay.
They can reveal unmet needs, such as amenities that guests would have liked to see offered, and help us understand the relative importance of these desires.
Qualitative or quantitative research also helps you get a higher return on your property advertising investments.
For example, a company that has allocated a specific amount of money for a new advertising campaign may spend the entire amount on the campaign, but with possible misconceptions about its target audience. Therefore, there is no guarantee that it will have the desired impact.
Alternatively, a company that wants to conduct market research for hotels can invest a percentage of the budget to check whether the campaign achieves the desired result among the target audience.
By investing in focus groups or online surveys you can ensure that your campaign delivers an effective and persuasive message to your target market, that advertising budget has the potential to work better and smarter than if research was not included.
Another objective of market research for hotels can be to assist in the strategic planning process. Focus groups or surveys for tourists or surveys for hotel casinos are often used to understand the diversity of issues on a topic, and to gather meaningful data for making projections.
Focus groups are well suited to developing consumer-friendly language for larger quantitative surveys that can be used for such projections.
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