Consumer Requirements for a Mid-Priced Business Hotel: Insights from Analysis of Current Messaging by Hotels

This paper presents an analysis of current messages of mid-priced business hotels, using conjoint analysis. The study was run over the Internet in early 2001, with 126 elements derived from the actual language used by different hotel chains. Few elements emerged as distinct ‘losers’ (ie negative utilities) for the total respondent population of 376 individuals (all business travellers). A set of elements emerged as ‘winners’, but the elements dealt with a variety of topics. Segmentation revealed four groups, with homogeneous viewpoints within a group; interested but not responsive to communications; room as office; pamper me; room as vacation. Elements that one segment likes, another segment may dislike. The proper messaging to these four segments can dramatically enhance the impact of the communication.