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Hotel Accommodations - US - November 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Direct marketing data and creative
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Hotel revenues slowly climbing back
All segments impacted by economy; recovery looks to be diverse
Leading hotel companies lure guest through dark economic cloud
Getting back to basics…
… but keeping on top of technology
Low-cost alternatives, fees, and industry unemployment threaten growth
Hotel and motel usage
Hotels are used most for holiday/leisure travel
Midscale hotels used most; frequent travelers opt for upscale
Price the most important factor in hotel choice
Leisure travelers book through hotel website
Age and lifestage determine premium-worthy amenities
Cleanliness the top concern when booking an unfamiliar hotel
Race/Hispanic origin impacts on hotels use
INSIGHTS AND OPPORTUNITIES
Basic amenities: cleanliness and comfort
Staying ahead of the social networking and technology curve
Guests as brand ambassadors
Targeting the next generation
Best-price guarantees, flash sales and daily deals
On-property food and beverage outlets can enhance the appeal
INSPIRE INSIGHTS
Trend: New Fundamentalism
Trend: Access All Areas
MARKET SIZE AND FORECAST
Key points
Industry battles back from recession
Sales and forecast of market
Figure 2: U.S. sales and forecast for hotels and paid accommodations, at current prices, 2006-16
Figure 3: U.S. sales and forecast for hotels and paid accommodations, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 4: U.S. sales and fan chart forecast for hotels and paid accommodations, at current prices, 2006-16
International travelers to buoy future growth
MARKET DRIVERS
Key points
Economic factors
Disposable personal income limits spending
Figure 5: Real disposable income, 2007-11*
Consumer confidence tumbles in the face of a double-dip recession
Figure 6: Consumer sentiment index, January 2007–October 2011
Unemployment and home foreclosures drive low consumer confidence
Figure 7: Unemployment and underemployment rate, January 2007-October 2011
Hotel industry improving faster than economy…
Figure 8: Industry-wide performance statistics, 2005-10
… however, consumers and lenders remain cautious
Figure 9: Overall Traveler Sentiment Index, March 2007-October 2011
Business and high-end properties drive demand
Demographic factors
Figure 10: Population, by age, 2006-16
Figure 11: Population, by race and Hispanic origin, 2006-16
COMPETITIVE CONTEXT
 OVERVIEW
Hostels
CouchSurfing
Figure 12: Top 10 countries for couch-surfers, by number of people and percentage of total, January 2011
Figure 13: Couch-surfers (all countries), by age group, December 2010
Home swapping and rentals
Camping
Figure 14: Overnight camping stays at U.S. National Parks, 2000-10
Figure 15: Overnight camping stays at U.S. national parks, by type, 2000-10
INDUSTRY CHALLENGES
Internet booking taxes
The fee increase/guest satisfaction imbalance
Figure 16: Employment and unemployment in accommodation, January 2001–October 2011
Bedbugs top-of-mind for guests
Figure 17: Attitudes toward pest control and hotel stays, December 2010
SEGMENT PERFORMANCE
Key points
Hotels and motels the largest share of market
Sales of market, by segment
Figure 18: U.S. sales for hotels and paid accommodations, by segment, 2009 and 2011
Figure 19: U.S. sales and forecast for hotels and paid accommodations, by segment, 2006-16
SEGMENT PERFORMANCE—HOTELS/MOTELS
Key points
Business and luxury stays lead sales declines as well as recent growth
RevPAR growth through rate increases
Sales and forecast of hotels and motels
Figure 20: U.S. sales and forecast of hotels and motels, at current prices, 2006-16
SEGMENT PERFORMANCE—CASINO HOTELS
Key points
Casino hubs slow to rebound amid growth of regional gaming opportunities
Casino accommodation growth contingent on diversification
Sales and forecast of casino hotels
Figure 21: U.S. sales of casino hotels, at current prices, 2006-16
SEGMENT PERFORMANCE—BED AND BREAKFAST INNS
Key points
Bed and breakfasts work on image and promotional efforts
Future growth contingent on expanding target guest market
Sales and forecast of bed and breakfast inns
Figure 22: U.S. sales of bed and breakfast inns, at current prices, 2006-16
LEADING COMPANIES
 OVERVIEW
Marriott International
Starwood Hotels
Wyndham Hotel Group
InterContinental Hotels Group
Choice Hotels International
Accor
Additional hotel group loyalty programs
INNOVATIONS AND INNOVATORS
Smartphone and tablet applications
Themed hotel stays
Repurposing the lobby
Eco-friendly initiatives
BRANDS AND THE ADVERTISING LANDSCAPE
Overview of the brand landscape
Wyndham
Figure 23: Brand analysis of Wyndham, 2011
Television
Figure 24: Wyndham television ad, 2011
Web and social media
La Quinta
Figure 25: Brand analysis of La Quinta, 2011
Television
Figure 26: La Quinta television ad, 2011
Web and social media
Motel 6
Figure 27: Brand analysis of Motel 6, 2011
Television
Figure 28: Motel 6 television ad, 2011
Web and social media
Holiday Inn
Figure 29: Brand analysis of Holiday Inn, 2011
Television
Figure 30: Holiday Inn television ad, 2011
Web and social media
Residence Inn
Figure 31: Brand analysis of Residence Inn, 2011
Television
Figure 32: Residence Inn television ad, 2011
Web and social media
Best Western
Figure 33: Brand analysis of Best Western, 2011
Television
Figure 34: Best Western television ad, 2011
Web and social media
Added incentives used to lure in guests
Hotels promote creating memories
PAST 12 MONTH HOTEL/MOTEL USAGE
Key points
Demand returning
Figure 35: Stayed at a hotel/motel in the last 12 months, January 2006-March 2011
Figure 36: Travel behavior compared to last year, 2008-10
Those aged 25-54 and affluent consumers drive hotel growth
Figure 37: Stayed at a hotel/motel in the last 12 months, by age, February 2010-March 2011
Figure 38: Stayed at a hotel/motel in the last 12 months, by household income, February 2010-March 2011
Hilton maintains steady trended use
Figure 39: Hotel brands stayed at for any reason in the last 12 months, January 2006-March 2011
Strong loyalty programs help drive use
Figure 40: Reason for hotel stay by hotel brands stayed at in the last 12 months, February 2010-March 2011
Guest stay at like-type hotels when branching out from preferred brand
Figure 41: Hotel brands comparison by hotel brands stayed at in the last 12 months, February 2010-March 2011
Hilton and Marriott set a high bar for loyalty programs
Figure 42: Enrolled in frequent hotel guest program, by hotel brands stayed at in the last 12 months February 2010-March 2011
REASONS FOR STAYING AT A HOTEL
Key points
Holiday/leisure travel led by short vacations
Figure 43: Reasons for staying at a hotel in the last 12 months and reason for most recent stay, August 2011
Age and lifestage dictate type of stay
Figure 44: Reason for any stay at a hotel in the last 12 months, by age, August 2011
HOTEL TYPE USAGE
Key points
Midscale hotels see the greatest use
Figure 45: Hotel type used most recently, last 12 month usage, used more than 12 months ago, and never used, August 2011
The affluent opt for upscale and luxury
Figure 46: Hotel type used most recently, by household income, August 2011
Business travelers stay at the widest array of hotel types
Figure 47: Hotel type used most recently, by reason for any stay at a hotel in the last 12 months, August 2011
IMPORTANT FACTORS IN CHOOSING A HOTEL
Key points
Price is the most important factor in hotel selection
Figure 48: Importance of different factors in choosing hotel, August 2011
Age impacts attraction for amenities
Figure 49: Most important factor in choosing hotel, by age, August 2011
Affluent guests prioritize internet, quality ratings, on-property facilities, loyalty programs
Figure 50: Most important factor in choosing hotel, by household income, August 2011
BOOKING PROCESS FOR MOST RECENT LEISURE HOTEL STAY
Key points
Hotel website the leading source for booking leisure hotel stays
Figure 51: Booking process for most recent leisure hotel stay, by age, August 2011
Less affluent are more spontaneous; higher income guests plan and book in advance
Figure 52: Booking process for most recent leisure hotel stay, by household income, August 2011
PREMIUM-WORTHY AMENITIES AND FACILITIES
Key points
Internet/Wi-Fi tops the list of premium-worthy amenities
Age and lifestage determine premium-worthy amenities
Figure 53: Premium-worthy amenities and facilities, by age, August 2011
High-end properties should wrap amenities into rates
Figure 54: Premium-worthy amenities and facilities, by household income, August 2011
TOP CONCERNS WHEN BOOKING WITH AN UNFAMILIAR HOTEL
Key points
Cleanliness the leading concern
Figure 55: Top concerns when booking with an unfamiliar hotel, by gender, August 2011
Disparate concerns separate the young and old
Figure 56: Top concerns when booking with an unfamiliar hotel, by age, August 2011
Concerns reflect customary property types used
Figure 57: Top concerns when booking with an unfamiliar hotel, by household income, August 2011
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Past 12 month hotel/motel usage
Figure 58: Stayed at a hotel/motel in the last 12 months, by race/Hispanic origin, February 2010-March 2011
Brand usage in the last 12 months
Figure 59: Hotel brands stayed at for any reason in the last 12 months, by race/Hispanic origin, February 2010-March 2011
Frequent guest program enrollment
Figure 60: Enrolled in frequent hotel guest program, by race/Hispanic origin, February 2010-March 2011
Reasons for most recent stay at a hotel
Figure 61: Reason for most recent hotel stay in the last 12 months, by race/Hispanic origin, August 2011
Hotel type used for most recent stay
Figure 62: Hotel type used most recently, by race/Hispanic origin, August 2011
Important factors in choosing hotels
Figure 63: Most important factor in choosing hotel, by race/Hispanic origin, August 2011
Premium-worthy amenities and facilities
Figure 64: Premium-worthy amenities and facilities, by race/Hispanic origin, August 2011
Top concerns when booking with an unfamiliar hotel
Figure 65: Top concerns when booking with an unfamiliar hotel, by race/Hispanic origin, August 2011
CUSTOM CONSUMER GROUPS—MARITAL STATUS AND PRESENCE OF CHILDREN
Reasons for any stay at a hotel
Figure 66: Reason for any stay at a hotel in the last 12 months, by marital status and presence of children in household, August 2011
Reasons for most recent stay at a hotel
Figure 67: Reason for most recent hotel stay in the last 12 months, marital status and presence of children in household, August 2011
Hotel type used for most recent stay
Figure 68: Hotel type used most recently, by marital status and presence of children in household, August 2011
Important factors in choosing hotel
Figure 69: Most important factor in choosing hotel, by marital status and presence of children in household, August 2011
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 70: Hotel brands stayed at for vacation/personal reasons in the last 12 months, January 2006-March 2011
Figure 71: Hotel brands stayed at for business reasons in the last 12 months, January 2006-March 2011
Figure 72: Hotel brands stayed at for any reason in the last 12 months, by gender, February 2010-March 2011
Figure 73: Hotel brands stayed at for any reason in the last 12 months, by age, February 2010-March 2011
Figure 74: Hotel brands stayed at for any reason in the last 12 months, by household income, February 2010-March 2011
Figure 75: Hotel brands stayed at for any reason in the last 12 months, by age, February 2010-March 2011
Figure 76: Hotel type used most recently, by age, August 2011
Figure 77: Enrolled in frequent hotel guest program, by gender, age, and household income, February 2010-March 2011
Figure 78: Number of nights stayed at a hotel in the last 12 months by reason for stay, by hotel brands stayed at in the last 12 months February 2010-March 2011
Figure 79: Most important factor in choosing hotel, by gender, August 2011
Figure 80: Reason for any stay at a hotel in the last 12 months, by household income, August 2011
Figure 81: Reason for any stay at a hotel in the last 12 months, by race/Hispanic origin, August 2011
Figure 82: Reason for most recent hotel stay in the last 12 months, by gender, age, and household income, August 2011
Figure 83: Booking process for most recent leisure hotel stay, by race/Hispanic origin, August 2011
Figure 84: Premium-worthy amenities and facilities, by marital status and presence of children in household, August 2011
Figure 85: Top concerns when booking with an unfamiliar hotel, by marital status and presence of children in household, August 2011
APPENDIX—TRADE ASSOCIATIONS

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