Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- The market
- Consistent growth expected for U.S. hotel industry
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- Figure 1: Total U.S. revenues of traveler accommodations, at current prices with best- and worst-case scenarios, 2007-17
- Market factors
- U.S. unemployment rate falls to a new low
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- Figure 2: Rates of U.S. unemployment and underemployment, January 2007–October 2012
- Traveler sentiment is increasing
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- Figure 3: U.S. Traveler Sentiment Index, March 2007–October 2012
- Hotels increasing rates and fees
- The consumer
- More young consumers staying at hotels
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- Figure 4: Overnight hotel or motel stays in the U.S. in the last 12 months, by age, August 2012
- Short stay vacations the most popular
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- Figure 5: Holiday/leisure reasons for staying in a U.S. hotel or motel in the last 12 months, August 2012
- Most consumers choosing midscale hotels
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- Figure 6: Types of U.S. hotels used in the last 12 months, August 2012
- Men more likely to stay at bed and breakfasts
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- Figure 7: Bed and breakfast used, by gender, August 2012
- Themed stays appeal to more parents
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- Figure 8: Themed hotels used, by parental status and presence of children in household, August 2012
- Young consumers, parents more likely to use alternative accommodations
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- Figure 9: Camping and vacation home rentals in the last 12 months for personal reasons, by age, August 2012
- Hotel cost a primary consideration, barrier to more frequent stays
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- Figure 10: Cost as a factor in and barrier to hotel stays, by age, August 2012
- Technology, transportation the most desired hotel enhancements
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- Figure 11: Hotel features of interest, August 2012
- What we think
Issues in the Market
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- Are hoteliers doing enough to justify rising costs?
- Might rate and fee increases impede enthusiasm for overnight stays?
- What more can hotels do to finance innovation?
Insights and Opportunities
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- Key points
- Opening more hotel amenities and activities to the public
- Hotel-sponsored networking events
- Transport service partnerships with local hotels and attraction sites
Trend Application
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- Inspire Trend: Premiumization and Indulgence
- Inspire Trend: Click and Connect
- Inspire 2015 Trends
- Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Revenues for hotels, bed and breakfasts steadily increasing
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- Figure 12: Total U.S. revenues of traveler accommodations, at current prices, 2007-17
- Figure 13: Total U.S. revenues of traveler accommodations, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. revenues of traveler accommodations, at current prices with best- and worst-case scenarios, 2007-17
Market Drivers
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- Key points
- Decreasing unemployment may lead to more spending on hotel stays
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- Figure 15: U.S. unemployment and underemployment, January 200 –October 2012
- Traveler sentiment shows consumers perceive travel as more affordable
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- Figure 16: U.S. Traveler Sentiment Index, March 2007 – October 2012
- Hotel revenues likely growing in response to higher prices
Competitive Context
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- Key points
- Lodging providers offer more alternatives to hotels
- Vacation home rentals give travelers alternatives to hotels
- Homestay websites offer ways to travel cheaply, meet new people
- London’s Relax-a-Taxi transforms cab into a hotel on wheels
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- Figure 17: Relax-a-Taxi, October 2012
Segment Performance
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- Key points
- Total U.S. revenues of traveler accommodations, by segment
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- Figure 18: Total U.S. revenues of traveler accommodations, by segment, 2010 and 2012
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- Figure 19: Total U.S. revenues of traveler accommodations, by segment, 2007-17
Segment Performance—Hotels and Motels
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- Key points
- Hotels and motels lead the travel accommodations market
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- Figure 20: Total U.S. revenues of hotel and motel accommodations, at current prices, 2007-17
- Figure 21: Total U.S. revenues of hotel and motel accommodations, at inflation-adjusted prices, 2007-17
Segment Performance—Casino Hotels
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- Key points
- Casino hotels comprise a niche, but have opportunity for mass appeal
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- Figure 22: Total U.S. revenues of casino hotel accommodations, at current prices, 2007-17
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- Figure 23: Total U.S. revenues of casino hotel accommodations, at inflation-adjusted prices, 2007-17
Segment Performance—Bed and Breakfasts
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- Key points
- Bed and breakfasts comprise smallest travel accommodations segment
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- Figure 24: Total U.S. revenues of bed and breakfast accommodations, at current prices, 2007-17
- Figure 25: Total U.S. revenues of bed and breakfast accommodations, at inflation-adjusted prices, 2007-17
Leading Companies
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- Overview
- Accor North America
- Choice Hotels
- Hilton Worldwide
- InterContinental Hotels Group
- Marriott International
- Wyndham Hotel Group
Social Media Research
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- Key points
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- Figure 26: Key brand metrics among selected hotel brands, October 2012
- Hotels cater to guests’ needs
- Hotel brand usage and awareness
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- Figure 27: Usage and awareness of selected hotel brands, October 2012
- Hotel brand satisfaction
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- Figure 28: Satisfaction with selected hotel brands used, October 2012
- Hotel brand interaction
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- Figure 29: Interaction with selected hotel brands used, October 2012
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- Figure 30: Incidence of praising/recommending, giving advice offline, and posting online reviews of hotel brands used, October 2012
- Motivations for interacting with hotel brands
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- Figure 31: Why people discuss or research selected hotel brands, October 2012
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- Figure 32: Financial incentives for interacting with selected hotel brands, October 2012
- Guests want it all
- Hotel brands’ share of online conversations
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- Figure 33: Select hotel brands’ share of conversations, Aug. 13-Oct. 13, 2012
- Figure 34: Conversations, by hotel brand, by day, Aug. 13-Oct. 13, 2012
- Where people are talking about hotel brands
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- Figure 35: Selected hotels’ share of brand conversations, by page type, Aug. 13-Oct. 13, 2012
- What are people talking about?
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- Figure 36: Types of conversations concerning selected hotel brands, Aug. 13-Oct. 13, 2012
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- Figure 37: Types of conversation regarding selected hotel brands, by day, Aug. 13-Oct. 13 2012
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- Figure 38: Types of conversation regarding selected hotel brands, by type of website, Aug. 13-Oct. 13, 2012
- Analysis by brand
- Marriott International
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- Figure 39: Key social media indicators of Marriott International, Oct. 13, 2012
- Key online campaigns
- What we think
- Hilton Worldwide
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- Figure 40: Hilton Worldwide – key social media indicators, Oct. 13, 2012
- Key online campaigns
- What we think
- Wyndham Worldwide
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- Figure 41: Wyndham Worldwide – key social media indicators, Oct. 13, 2012
- Key online campaigns
- What we think
- Best Western
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- Figure 42: Best Western – key social media indicators, Oct. 13, 2012
- Key online campaigns
- What we think
- Hyatt Hotel Corporation
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- Figure 43: Hilton Worldwide – key social media indicators, Oct. 13, 2012
- Key online campaigns
- What we think
- Sheraton Hotels
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- Figure 44: Sheraton Hotels – key social media indicators, Oct. 13, 2012
- Key online campaigns
- What we think
Innovations and Innovators
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- Key points
- Hotel menus, packages designed with kids and teens in mind
- Politics-themed travel packages during election season
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- Figure 45: Mayflower Hotel politically themed suite, October 2012
- Four Seasons car service to come complete with WiFi
Marketing Strategies
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- Key points
- Hotels’ TV ads make effort to emphasize value for the money
- Days Inn
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- Figure 46: Days Inn “Free Things” TV ad, 2012
- Crowne Plaza Hotels & Resorts
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- Figure 47: Crowne Plaza Hotels “Sent Up Calls” TV ad, 2012
- Resort, hotel ads promote focus on the family
- Disney Hotels and Resorts
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- Figure 48: Disney Hotels and Resorts “Unique Family Experiences” TV ad, 2012
- Residence Inn
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- Figure 49: Residence Inn “Enjoy Wide” TV ad, 2012
- Print ad imagery emphasizes hotels’ unique connections, offerings
- UGA Hotel and Conference Center
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- Figure 50: UGA Conference Center Hotel print ad, 2012
- B&B Hotels
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- Figure 51: B&B Hotels print ad, 2012
- Staff responsiveness a key point of communication for hotels
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- Figure 52: Doubletree hotels “Little Things” TV ad, 2012
- Hotels’ TV and print ads highlight experience, out-of-room opportunities
- Gaylord Hotels
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- Figure 53: Gaylord Hotels “Holidays” TV ad, 2012
- Revel
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- Figure 54: Revel print ad, 2012
- Renaissance Hotels
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- Figure 55: Renaissance Hotels print ad, 2012
Frequency of and Reasons for Hotel Stays
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- Key points
- Youngest Americans the most likely to have recent hotel stays
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- Figure 56: Overnight hotel or motel stays in the U.S. in the last 12 months, by age, August 2012
- Most staying at hotels during short vacations
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- Figure 57: Reasons for staying in a U.S. hotel or motel in the last 12 months, August 2012
- Fewer single-member householders staying at hotels for leisure travel
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- Figure 58: Holiday or leisure reasons for staying in a U.S. hotel or motel in the last 12 months, by household size, August 2012
Types of Hotels Used
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- Key points
- Midscale hotel chains with food the most commonly used
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- Figure 59: Types of U.S. hotels used in the last 12 months, August 2012
- Bed and breakfast marketing opportunity may exist among men
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- Figure 60: Types of U.S. hotels used, by gender, August 2012
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- Figure 61: Overnight stays at bed and breakfasts, by gender and age, August 2012
- Parents more drawn to themed hotels
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- Figure 62: Types of U.S. hotels used, by parental status and presence of children in household, August 2012
Accommodations Other Than Hotels
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- Key points
- Youngest consumers the most likely to camp, use vacation homes
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- Figure 63: Accommodations other than hotels used in the last 12 months for personal reasons, by age, August 2012
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- Figure 64: Accommodations other than hotels used in the last 12 months for personal reasons, by gender and age, August 2012
- Alternative accommodations should also be family-friendly
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- Figure 65: Accommodations other than hotels used in the last 12 months for personal reasons, by parental status and presence of children in the household, August 2012
Factors Impacting Hotel Choice
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- Key points
- Most consider price when selecting hotels, youngest most concerned
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- Figure 66: Factors considered when choosing a hotel in the U.S., by age, August 2012
- Single consumers also thinking about hotel cost
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- Figure 67: Price is the most important factor considered when choosing a hotel in the U.S, by marital/relationship status, August 2012
- Parents more inclined to think about property, room facilities
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- Figure 68: Factors considered when choosing a hotel in the U.S., by parental status and presence of children in household, August 2012
Factors Preventing Hotel Stays
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- Key points
- Cost preventing more frequent hotel stays, namely for young consumers
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- Figure 69: Factors that prevent more frequent hotel stays, by age, August 2012
- Unmarried travelers more likely to stay with family, friends
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- Figure 70: Factors that prevent more frequent hotel stays, by marital/relationship status, August 2012
Attitudes About Staying at Hotels
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- Key points
- Relaxation tops the list of expectations for hotel stays
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- Figure 71: Attitudes about staying at hotels for personal reasons, August 2012
- More men willing to pay extra hotel service fees
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- Figure 72: Attitudes about staying at hotels for personal reasons, by gender, August 2012
- Parents drawn to hotels with the recreational comforts of home
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- Figure 73: Attitudes about staying at hotels for personal reasons, by parental status and presence of children in the household, August 2012
Hotel Features of Interest
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- Key points
- Almost half want more free technology, transportation from hotels
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- Figure 74: Hotel features of interest, August 2012
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- Figure 75: Hotel features of interest, by age, August 2012
- More Millennials interested overall in adding new features to hotels
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- Figure 76: Hotel features of interest, by generation, August 2012
- Parents inclined to want speedier check-in procedures, luxury services
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- Figure 77: Hotel features of interest, by parental status and presence of children in the household, August 2012
Impact of Race and Hispanic Origin
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- Key points
- Blacks the least likely to stay in hotels during long vacations
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- Figure 78: Holiday or leisure reasons for staying in a U.S. hotel or motel in the last 12 months, by race/Hispanic origin, August 2012
- Figure 79: Most important factor considered when choosing a hotel in the U.S, by race/Hispanic origin, August 2012
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- Figure 80: Median household income, by race and Hispanic origin of householder, 2011
- Hispanics want hotels to be a safe home away from home
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- Figure 81: Attitudes about staying at hotels for personal reasons, by race/Hispanic origin, August 2012
- Figure 82: U.S. households, by race of householder and presence and ages of children, 2011
- More Asians looking for tech-savvy hotels
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- Figure 83: Hotel features of interest, by race/Hispanic origin, August 2012
Appendix—Other Useful Tables
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- Frequency of and reasons for hotel stays
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- Figure 84: Overnight hotel or motel stays in the U.S. in the last 12 months, by generation, August 2012
- Figure 85: Overnight hotel or motel stays in the U.S. in the last 12 months, by household income, August 2012
- Figure 86: Overnight hotel or motel stays in the U.S. in the last 12 months, by household size, August 2012
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- Figure 87: Holiday or leisure reasons for staying in a U.S. hotel or motel in the last 12 months, by gender, August 2012
- Types of hotels used
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- Figure 88: Types of U.S. hotels used, August 2012
- Figure 89: Types of U.S. hotels used, by race/Hispanic origin, August 2012
- Accommodations other than hotels
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- Figure 90: Accommodations other than hotels used in the last 12 months for personal reasons, by income, August 2012
- Figure 91: Accommodations other than hotels used in the last 12 months for personal reasons, by household size, August 2012
- Figure 92: Accommodations other than hotels used in the last 12 months for personal reasons, race/Hispanic origin, August 2012
- Factors impacting hotel choice
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- Figure 93: Factors considered and most important factor when choosing a hotel in the U.S., August 2012
- Figure 94: Factors considered when choosing a hotel in the U.S., by gender, August 2012
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- Figure 95: Factors considered when choosing a hotel in the U.S., by household income, August 2012
- Figure 96: Factors considered when choosing a hotel in the U.S., by race/Hispanic origin, August 2012
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- Figure 97: Total population and singles aged 18 or older, by age, 2011
- Factors preventing hotel stays
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- Figure 98: Factors that prevent more frequent hotel stays, by gender and age, August 2012
- Figure 99: Factors that prevent more frequent hotel stays, by income, August 2012
- Figure 100: Factors that prevent more frequent hotel stays, by race/Hispanic origin, August 2012
- Attitudes about staying at hotels
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- Figure 101: Attitudes about staying at hotels for personal reasons, by age, August 2012
- Figure 102: Attitudes about staying at hotels for personal reasons, by marital/relationship status, August 2012
- Figure 103: Attitudes about staying at hotels for personal reasons, by household size, August 2012
- Hotel features of interest
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- Figure 104: Hotel features of interest, by gender, August 2012
- Figure 105: Hotel features of interest, by marital/relationship status, August 2012
- Figure 106: Hotel features of interest, by household size, August 2012
Appendix – Social Media
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- Brand usage and awareness
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- Figure 107: Brand usage and awareness of the Hilton brand, October 2012
- Figure 108: Brand usage and awareness of the Wyndham brand, October 2012
- Figure 109: Brand usage and awareness of the Marriott brand, October 2012
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- Figure 110: Brand usage and awareness of the Hyatt brand, October 2012
- Figure 111: Brand usage and awareness of the Best Western brand, October 2012
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- Figure 112: Brand usage and awareness of the Sheraton brand, October 2012
- Brand satisfaction
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- Figure 113: Brand satisfaction of the Hilton brand, October 2012
- Figure 114: Brand satisfaction of the Wyndham brand, October 2012
- Figure 115: Brand satisfaction of the Marriott brand, October 2012
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- Figure 116: Brand satisfaction of the Hyatt brand, October 2012
- Figure 117: Brand satisfaction of the Best Western brand, October 2012
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- Figure 118: Brand satisfaction of the Sheraton brand, October 2012
- Interaction with brands
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- Figure 119: Interaction with the Hilton brand, October 2012
- Figure 120: Interaction with the Wyndham brand, October 2012
- Figure 121: Interaction with the Marriott brand, October 2012
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- Figure 122: Interaction with the Hyatt brand, October 2012
- Figure 123: Interaction with the Best Western brand, October 2012
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- Figure 124: Interaction with the Sheraton brand, October 2012
- Online conversations
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- Figure 125: Percentage of consumer conversation, by hotel brand, 13 August 2012-13 October 2012
- Figure 126: online mentions, by hotel brand, by day, 13 August 2012- 13 October 2012
- Figure 127: hotel brand mentions by page type, 13 August 2012-13 October 2012
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- Figure 128: hotel brand mentions by type of conversation, 13 August 2012-13 October 2012
- Figure 129: Major areas of discussion, by type of website, 13 August 2012-13 October 2012
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- Figure 130: Major areas of discussion, by type of website, 13 August 2012-13 October 2012
Appendix—Trade Associations
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