For C-Suite:

A New Brand Positioning

Convenience & Value 60%

Guest Experience 30%

Loyalty 10%

are key to a hotel brand’s success.

C-Suite performs lower than competitor average on all three factors

C-Suite competes with other brands on Convenience & Value and Loyalty, but lacks distinction.

Heavy travelers are our target customers because they have the largest market share.

What are heavy travelers expecting from a hotel? Guest Experience!

On social media, most prevalent topic categories are related to guest experience, and we have found a positive, strong relationship between sentiment and Yelp ratings.

Guest Experience is our opportunity. Even though Convenience & Value is more important, we don’t want to be in the sea of sameness.

Insight: heavy travelers are lonely while traveling alone. They want to feel welcomed by the hotel.

Comments from Focus Group:

Recommendation

C-Suite should focus on making customers feel welcomed, as well as providing customers with helpful and caring employees, products and services to enhance their health and wellness while traveling, and elements of delight and surprise.

Thank You!