Table of Contents
Executive Summary
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- The market
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- 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
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- Figure 2: Paid overnight stays in the past 12 months, July 2014
- Hotel users average 5.6 separate visits per year
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- Figure 3: Number of occasions for overnight stays at hotels/motels, July 2014
- Hotel stays are integral to leisure/holiday-related travel
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- Figure 4: Reasons for overnight hotel/motel stay, July 2014
- Most adults choose midscale and upscale hotel chains
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- 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
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- Figure 6: Important factors impacting hotel selection - brand, July 2014
- One in three adults avoid certain hotel brands
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- Figure 7: Attitudes toward hotels – loyalty/brand awareness, by all and past 12 month hotel users, July 2014
- Technology & mobile
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- Figure 8: Important factors impacting hotel selection - technology, July 2014
- Many adults usually do research online before staying at an unfamiliar property
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- 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
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- Figure 10: Important factors impacting hotel selection - amenities, July 2014
- What we think
Issues and Insights
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- 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
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- Trend: The Real Thing
- Trend: Prove It
- Trend: Suite Life
Market Size and Forecast
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- Key points
- Major hotel performance indicators rebound from depths of recession
- Drivers of demand are mostly positive
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- 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
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- Figure 13: Total US retail sales and fan chart forecast of hotels, at current prices, 2009-19
Market Drivers
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- Key points
- Vacation, social occasions, business trips drive hotel visits
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- Figure 14: Reasons for overnight hotel/motel stay, July 2014
- Access to paid vacation and holidays
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- Figure 15: Number of days of paid vacation by length of service, 2012
- Weddings and funerals
- Business trips
- Travel sentiment trending upward
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- Figure 16: Traveler Sentiment Index, March 2007-April 2014
- Domestic leisure trips increasing
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- Figure 17: Domestic person-trips for leisure, 2008-17
- Positive outlook for international travel visits to US
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- Figure 18: International visitors to the US, 2008-17
- Disposable personal income increases
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- Figure 19: Disposable personal income, January 2007 – August 2014
- Growing inequality tempers positive impacts of economic recovery
Competitive Context
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- Key points
- Sharing economy
- Vacation homes/timeshares
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- Figure 20: Vacation home sales, 2006-13
- Other paid overnight stays
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- Figure 21: Paid overnight stays in the past 12 months, July 2014
Leading Companies
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- 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
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- 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
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- Figure 22: Aloft Hotels, “Botlr,” Aug. 20, 2014
Marketing Strategies
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- Key points
- Everyone loves a good story: Hotels highlight customer experiences
- The Holiday Inn assists guests on their Journey to Extraordinary
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- 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
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- Figure 24: Hilton, print advertisement, June 2014
- The Waldorf Astoria uses fact and fiction to capture customer imaginations
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- Figure 25: Waldorf Astoria, print advertisement, September 2014
- Figure 26: Waldorf Astoria, print advertisement, August 2014
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- Figure 27: Waldorf Astoria, “Alexandra makes an entrance,” Oct. 25, 2013
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- 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
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- Figure 29: citizenM, “Swan Song,” Apr. 3, 2014
- Holiday Inn Express taps comedian Jim Gaffigan for online videos
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- 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
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- Figure 32: Marriott, “What is #LoveTravels?” June 2, 2014
Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 33: Key social media metrics, September 2014
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- Figure 34: Facebook page likes, Marriott, Hilton, Hyatt, Sheraton, October 2013 versus September 2014
- Brand usage and awareness
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- Figure 35: Brand usage and awareness for select hotel chains, July 2014
- Interactions with hotels
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- Figure 36: Interactions with select hotel chains, July 2014
- Leading online campaigns
- Sharing travel journeys
- Charitable involvement
- What we think
- Online conversations
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- Figure 37: Share of voice for select hotel chains, by week, September 8, 2013-September 7, 2014
- Where are people talking about hotels?
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- Figure 38: Share of voice for select hotel chains, by page type, September 8, 2013-September 7, 2014
- What are people talking about?
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- Figure 39: Topics of conversation among select hotel chains, September 8, 2013-September 7, 2014
Paid Accommodation Usage in Past 12 Months
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- Key points
- About two thirds of adults stayed in a hotel in the past 12 months
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- Figure 40: Paid overnight stays in the past 12 months, July 2014
- Stays at paid accommodations correlate with income level
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- 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
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- Figure 42: Paid overnight stays in the past 12 months, by generations, July 2014
- Hotel users average 5.6 separate visits per year
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- Figure 43: Number of occasions for overnight stays at hotels/motels, July 2014
- Frequent hotel users also more likely to use other accommodations
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- 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
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- 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
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- Figure 45: Reasons for overnight hotel/motel stay, July 2014
- Higher-income adults use hotels/motels for multitude of reasons
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- 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
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- Figure 47: Reasons for overnight hotel/motel stay, by generations, July 2014
Hotel Types Used
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- Key points
- Majority of adults have stayed at a midscale or upscale hotel
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- Figure 48: Hotel types used for non-business reasons, July 2014
- Higher-income adults more likely to stay in upscale or better hotels
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- 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
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- 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
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- 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
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- Key points
- Marriott, IHG/Holiday Inn lead hotel groups, Best Western and Hilton follow
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- Figure 52: Hotels used in the previous 12 months, January 2013-March 2014
- Correspondence analysis for brand attributes
- Brand associations reflect hotel type
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- 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
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- 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
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- Key points
- Customer service, free breakfast, and WiFi are key considerations
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- Figure 56: Factors impacting hotel selection, July 2014
- Millennials take more factors into account when selecting a hotel
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- Figure 57: Factors impacting hotel selection – very important, by generations, July 2014
- Most frequent hotel visitors somewhat more picky
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- 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
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- Key points
- Eight in 10 conduct online research for hotel stays
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- Figure 59: Research conducted for hotel stays, July 2014
- Frequent hotel guests more likely to conduct research
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- Figure 60: Research conducted for hotel stays, by number of occasions for overnight stays at hotels/motels, July 2014
Attitudes toward Hotels
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- Key points
- Loyalty/brand awareness
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- 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
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- Figure 62: Attitudes toward hotels – loyalty/brand awareness, by household income, July 2014
- Frequent hotel visitors’ sentiments echo upper-income households
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- Figure 63: Attitudes toward hotels – loyalty/brand awareness, by number of occasions for overnight stays at hotels/motels, July 2014
- Research and mobile
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- 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
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- Figure 65: Attitudes toward hotels – research and mobile, by generations, July 2014
- Frequent travelers more likely to rely on their mobile device
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- Figure 66: Attitudes toward hotels – research and mobile, by number of occasions for overnight stays at hotels/motels, July 2014
- Sharing economy
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- 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
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- Figure 68: Attitudes toward hotels – sharing economy, by generations, July 2014
Impact of Race and Hispanic Origin
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- Key points
- Blacks less likely to stay in any type of paid accommodation
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- Figure 69: Paid overnight stays in the past 12 months, by race/Hispanic origin, July 2014
- Hispanics hotel users rack up more stays
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- 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
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- 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
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- Figure 72: Factors impacting hotel selection – very important, by race/Hispanic origin, July 2014
- Hispanics more likely to research, seek out special offers
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- Figure 73: Research conducted for hotel stays, by race/Hispanic origin, July 2014
- Hispanics more likely than non-Hispanics to recommend home sharing
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- Figure 74: Attitudes toward hotels, by race/Hispanic origin, July 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 75: Brand usage or awareness, July 2014
- Figure 76: Holiday Inn usage or awareness, by demographics, July 2014
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- Figure 77: Hilton Hotels & Resorts usage or awareness, by demographics, July 2014
- Figure 78: Marriott Hotels & Resorts usage or awareness, by demographics, July 2014
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- Figure 79: Comfort Inn usage or awareness, by demographics, July 2014
- Figure 80: Hyatt usage or awareness, by demographics, July 2014
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- Figure 81: Sheraton Hotels & Resorts usage or awareness, by demographics, July 2014
- Activities done
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- Figure 82: Activities done, July 2014
- Key social media metrics
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- Figure 83: Key social media metrics for select hotels, September 2014
- Online conversations
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- 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
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- Overnight stays at paid accommodations
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- Figure 87: Paid overnight stays in the past 12 months, by loyalty and brand awareness, July 2014
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- Figure 88: Paid overnight stays in the past 12 months, by gender, July 2014
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- Figure 89: Paid overnight stays in the past 12 months, by gender and age, July 2014
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- 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
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- Figure 91: Number of occasions for overnight stays at hotels/motels, by household income, July 2014
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- Figure 92: Number of occasions for overnight stays at hotels/motels, by demographics, July 2014
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- 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
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- Figure 94: Reasons for overnight hotel/motel stay, by gender, July 2014
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- Figure 95: Reasons for overnight hotel/motel stay, by race/Hispanic origin, July 2014
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- Figure 96: Reasons for overnight hotel/motel stay, by marital/relationship status, July 2014
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- Figure 97: Reasons for overnight hotel/motel stay, by presence of children in household, July 2014
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- 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
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- Figure 99: Hotel types used for non-business reasons – have used in the past 12 months, by gender, July 2014
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- Figure 100: Hotel types used for non-business reasons – have used in the past 12 months, by marital/relationship status, July 2014
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- Figure 101: Hotel types used for non-business reasons – have used in the past 12 months, by presence of children in household, July 2014
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- 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
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- Figure 103: Hotel brand attributes – Part I, July 2014
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- Figure 104: Hotel brand attributes – Part II, July 2014
- Factors impacting hotel selection
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- Figure 105: Factors impacting hotel selection – very important, by household income, July 2014
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- Figure 106: Factors impacting hotel selection – very important, by research and on-the-go mobile, July 2014
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- Figure 107: Factors impacting hotel selection – very important, by gender, July 2014
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- Figure 108: Factors impacting hotel selection – very important, by marital/relationship status, July 2014
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- Figure 109: Factors impacting hotel selection – very important, by loyalty and brand awareness, July 2014
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- Figure 110: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
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- Figure 111: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
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- Figure 112: Factors impacting hotel selection – very important, by hotel brand attributes – any brand familiarity, July 2014
- Factors impacting hotel selection (special section)
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- 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
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- 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
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- 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
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- Figure 116: Research conducted for hotel stays, by household income, July 2014
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- Figure 117: Research conducted for hotel stays, by research and on-the-go mobile, July 2014
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- Figure 118: Research conducted for hotel stays, by gender, July 2014
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- Figure 119: Research conducted for hotel stays, by marital/relationship status, July 2014
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- Figure 120: Research conducted for hotel stays, by presence of children in household, July 2014
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- Figure 121: Research conducted for hotel stays, by loyalty and brand awareness, July 2014
- Attitudes toward hotels
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- Figure 122: Attitudes toward hotels, by gender, July 2014
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- Figure 123: Attitudes toward hotels, by marital/relationship status, July 2014
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- Figure 124: Attitudes toward hotels, by presence of children in household, July 2014
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- Figure 125: Attitudes toward hotels, by loyalty and brand awareness, July 2014
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- Figure 126: Attitudes toward hotels – loyalty/brand awareness, by generations, July 2014
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- Figure 127: Attitudes toward hotels – loyalty/brand awareness, by loyalty and brand awareness, July 2014
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- Figure 128: Attitudes toward hotels – research and mobile, by household income, July 2014
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- Figure 129: Attitudes toward hotels – research and mobile, by research and on-the-go mobile, July 2014
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- Figure 130: Attitudes toward hotels – sharing economy, by household income, July 2014
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- Figure 131: Attitudes toward hotels – sharing economy, by number of occasions for overnight stays at hotels/motels, July 2014
Appendix – Trade Associations
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