magic1host.com/blog

Hotel survey results reveal the best target market through demographic information on age, education and income. The survey also reveals psychographics for lifestyles, social class and purpose of travel.

These demographics reveal characteristics that hotel managers and marketers should consider as they design their marketing strategies and tactics.

The Center of Hospitality Research, at Cornell University, administered the hotel survey.

Hotel Survey Results - Age

The hotel survey found that more than half (50.3%) of hotel customers are between ages 41 and 55 years old. Another almost 30 percent are 56 or older. Only 20.5 percent are 40 or younger. So the majority of hotel customers are Baby Boomers.

Hotel Survey Results 2 - Education

Hotel customers are well educated. Only a quarter haven’t at least attended college: 19.8 percent attended college but didn’t earn a degree, 33 percent earned bachelor’s degrees, and 13.2 percent earned graduate degrees.

Hotel Survey Results on Income

Only 15 percent of hotel customers earn less than $25,000 annually. The largest percentage (43.9) have incomes between $25,000 and $50,000. People whose incomes exceed $50,000 composed the next largest (41.1) percent of hotel customers.

Hotel Survey Results Reveals Social Class & 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 on Business versus Leisure Travel

The Cornell survey portrayed hotel customers as three-to-one leisure, rather than business, travelers.

Hotel Survey Results on Hotels’ Best Target Market

Together the above results reveal that the best target market for hotel customers today is middle-aged Boomers. This target market consists of college-educated professionals, who are willing to spend time and money to have fun with their family and friends.

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.