Hotel Market Research

Hotel Market Research

Hotel market research offers nuanced insights into shifting guest demographics, emerging travel patterns, and competitive landscapes.

Hotel market research plays a critical role in hospitality companies’ decision-making process. It analyzes consumer behaviors and patterns, forecasts future trends, and enables businesses to develop customized strategies for their market.

As a result, hotel market research is a valuable source of information on consumer trends and the overall competitive landscape since the research findings and insights provide helpful information for strategic marketing and operational decisions.

Why Is Hotel Market Research Important?

Hotel market research provides consulting firms and their clients in the hospitality industry with vital information and data to accurately assess the potential viability of hotel development ventures. It enables clients to develop a business plan and estimate potential turnover. Likewise, it helps clients pinpoint changes in market trends, stay ahead of their competitors, and anticipate future trends in the industry.

Conducting thorough hotel market research also equips consulting firms with the data to make informed recommendations to their clients and mitigate risks. It minimizes the risk of financial loss and guarantees investments are driven to potentially successful projects in the target market.

Additionally, by gathering detailed information on consumers’ demographics, preferences, and purchasing behavior, consulting firms tailor their products and services to meet the needs of their target audiences better and help them gain a competitive advantage in highly competitive marketplaces.

Benefits of Hotel Market Research

Conducting thorough hotel market research demands an in-depth analysis of the competition at the local and global markets and opportunities and challenges.

Some of the critical benefits of hotel market research are:

  • Hotel market research supports companies in identifying and understanding their target market by gathering in-depth data on consumer demographics, behavioral preferences, and purchasing behavior.
  • It allows companies in the hospitality industry to customize their existing products and services more effectively to address the unique requirements of their target audiences.
  • It may result in higher customer satisfaction and increased revenues because of an accurate strategy based on the research findings.
  • The research enables companies to spot opportunities and threats in the hotel market, monitoring market trends and the competitive landscape, emerging competitors, changes in consumer behavior, and potential business differentiators.
  • Ability to mitigate risks by assessing the feasibility of a particular hotel project with a deep understanding of factors such as competition and current market demand.

Who Uses Hotel Market Research

Hotel market research is indispensable for hotel chains and management groups seeking to expand their footprint, optimize their portfolio, and enhance guest satisfaction. With a deep understanding of market trends, consumer preferences, and competitive dynamics, these organizations can make strategic decisions regarding property development, branding, and service offerings.

Independent Hotel Owners and Operators leverage hotel market research to gain insights into local market dynamics, identify niche opportunities, and differentiate themselves from competitors. By understanding the needs and preferences of their target audience, they can tailor their offerings to provide unique experiences and maximize guest satisfaction.

Investors and Financial Institutions rely on hotel market research to assess hotel projects and investments’ viability and potential returns. They can make informed decisions regarding asset acquisition, development financing, and investment strategies by evaluating market trends, demand-supply dynamics, and financial performance metrics.

Hospitality Consultants and Advisory Firms provide strategic guidance and expertise to industry stakeholders. By conducting in-depth market research and analysis, they assist clients in identifying opportunities, optimizing operations, and mitigating risks, thereby driving business performance and maximizing value creation.

Main segments in hotel market research

Hotel market research is often categorized into various segments based on the nature of the hotel such as:

  • Luxury hotels: This segment covers high-end hotels featuring a comprehensive range of luxury amenities and services. The research on this niche involves understanding consumer preferences and spending habits to customize the offering to their expectations.
  • Extended-stay hotels: This target market comprises hotels that serve guests seeking to stay for an extended period, such as business travelers or digital nomads. Hotel market research in this segment concentrates on target market demographics and the overall economic landscape to determine the demand for hotel rooms.
  • Budget hotels: This sector encompasses hotels that target price-sensitive consumers and deliver essential services at affordable prices. Research in this segment focuses on reducing costs to offer services for travelers with limited budgets.
  • Boutique hotels: The boutique hotel segment covers hotels that offer customers a unique and tailored experience. Hotel market research for this segment concentrates on understanding the potential demands of future customers and their demographics to foresee their unmet needs.
  • Vacation rentals: This niche segment includes privately owned rentals such as Airbnb. The research in this segment focuses on understanding consumer preferences in a vast market with an extended offering.

Notably, the segments considered in hotel market research are not necessarily exclusive. Several hotel chains belong to various segments, which makes the research more complex. The study should analyze one or more of these segments depending on the scope.

When to Conduct Hotel Market Research

Hotel market research should be conducted strategically and regularly to ensure businesses stay ahead of evolving market trends and dynamics. Here are some essential occasions when conducting hotel market research that are particularly beneficial:

  • Market Entry or Expansion: Before entering a new market or expanding existing operations, businesses should conduct comprehensive market research to assess demand, competition, and regulatory requirements. This allows them to make informed decisions regarding location selection, market positioning, and investment priorities.
  • Product or Service Development: When introducing new products or services, businesses may conduct market research to understand consumer preferences, identify unmet needs, and assess market receptivity. This enables them to tailor their offerings to meet customer expectations and maximize market penetration.
  • Performance Evaluation: Businesses should conduct ongoing market research to monitor their performance relative to competitors, assess customer satisfaction, and identify areas for improvement. This enables them to refine their strategies, optimize operations, and maintain a competitive edge in the market.

Emerging Markets vs Mature Markets

In the hotel industry, understanding the distinctions between emerging markets and mature markets is crucial for strategic decision-making and market positioning:

• Emerging Markets: Emerging markets in the hotel industry typically exhibit rapid economic growth, urbanization, and increasing disposable incomes. Rising affluence fuels demand for travel and accommodation, presenting significant growth opportunities for hoteliers. However, emerging markets pose unique challenges, including infrastructure limitations, regulatory uncertainties, and cultural differences.

• Mature Markets: Mature markets, conversely, are characterized by stable economic conditions, established infrastructure, and saturated competition. In mature markets, hoteliers face intense competition for market share, prompting them to focus on differentiation, innovation, and customer experience to maintain relevance and sustain growth. While mature markets offer stability and predictability, businesses must continuously innovate and evolve to meet changing consumer preferences and stay ahead of competitors.

Regional Insights

North America:

The hotel industry in North America is characterized by a diverse mix of accommodation options, ranging from luxury resorts to budget-friendly motels. Major cities like New York, Los Angeles, and Las Vegas attract millions of domestic and international visitors yearly, driving demand for hotel accommodations. Trends such as personalized experiences, sustainability, and technology integration are shaping the hospitality landscape in North America, with hoteliers focusing on enhancing guest satisfaction and loyalty through innovative offerings and service delivery.


Europe boasts a rich cultural heritage and a thriving tourism industry, with iconic destinations like Paris, London, and Rome drawing visitors from around the globe. In Europe, boutique hotels, bed and breakfasts, and eco-friendly lodgings are gaining popularity, reflecting a growing demand for unique and authentic travel experiences. Sustainability and wellness are emerging as key priorities for European travelers, driving demand for eco-friendly accommodations, organic cuisine, and wellness amenities.


The Asia-Pacific region is witnessing exponential growth in the hotel industry, fueled by rising affluence, urbanization, and increasing connectivity. Dynamic cities like Tokyo, Singapore, and Shanghai are economic activity and tourism hubs, attracting business and leisure travelers. In Asia-Pacific, smart technology, cultural immersion, and experiential travel are reshaping the hospitality landscape, with hoteliers leveraging digital innovations and local partnerships to enhance guest experiences and differentiate their offerings.

Key Target Audience

Identifying the key target audience in the hotel industry is essential for crafting effective marketing strategies, enhancing guest experiences, and driving revenue growth. While the target audience may vary depending on factors such as location, brand positioning, and market segment, several primary groups typically comprise the key target audience for hotels:

• Business Travelers: Business travelers represent a significant segment of the hotel market, comprising professionals traveling for meetings, conferences, and corporate events. Business travelers prioritize convenience, efficiency, and amenities such as high-speed internet, business centers, and meeting facilities. 

• Leisure Travelers: Leisure travelers encompass individuals and families seeking relaxation, recreation, and cultural experiences during their travels. This diverse segment includes vacationers, weekend getaway seekers, and adventure enthusiasts. Leisure travelers value amenities such as swimming pools, fitness centers, spa services, recreational activities, and proximity to tourist attractions, dining options, and entertainment venues.

• Group and Event Planners: This segment includes corporate event planners, wedding planners, tour operators, and conference organizers. Hotels targeting this audience often offer group discounts, customizable event packages, and dedicated event planning services to attract and retain group bookings.

• Millennials and Generation Z: Millennials and Generation Z travelers represent an increasingly influential segment of the hotel market, characterized by their digital savvy, preference for unique experiences, and social consciousness. These tech-savvy travelers prioritize technology integration, personalized experiences, and social connectivity, driving demand for innovative concepts such as boutique hotels, co-living spaces, and experiential accommodations.

• Luxury Travelers: Luxury travelers seek unparalleled comfort, exclusivity, and personalized service during their hotel stays. This segment includes affluent individuals, celebrities, and high-profile executives who demand the highest standards of luxury and sophistication.

Leading Players in the Hotel Market

In the fiercely competitive hotel market, several key players dominate the landscape, each with its own unique strengths, market positioning, and brand identities:

• Marriott International: As one of the largest hotel chains globally, Marriott International boasts a diverse portfolio of brands catering to various market segments, from luxury and upscale to select service and extended stay. With iconic brands such as Marriott Hotels, Ritz-Carlton, and Sheraton, Marriott International commands a significant market share and enjoys strong brand recognition worldwide.

• Hilton Worldwide Holdings: Hilton Worldwide Holdings is another major hotel industry player known for its extensive portfolio of brands catering to diverse traveler preferences and budgets. From luxury brands like Waldorf Astoria and Conrad to mid-scale and economy brands like Hilton Garden Inn and Hampton by Hilton, Hilton offers a wide range of accommodations tailored to different market segments and travel occasions.

• Accor: Accor is a multinational hospitality company with a diverse portfolio of brands spanning luxury, upscale, midscale, and economy segments.Accor’s focus on sustainability, digital innovation, and guest experience enhancement positions it as a key player in the evolving hotel landscape.

• Hyatt Hotels Corporation: Hyatt Hotels Corporation is renowned for its portfolio of luxury and upscale brands, including Park Hyatt, Grand Hyatt, and Andaz, as well as select service brands like Hyatt Place and Hyatt House.

Expected Results from SIS International’s Hotel Market Research

When businesses partner with SIS International for hotel market research, they can expect a range of tangible benefits and outcomes that contribute to their success in the hospitality industry:

In-depth Market Insights:

SIS International delivers comprehensive market insights tailored to each client’s specific needs and objectives. Through rigorous data collection, analysis, and interpretation, businesses gain a deep understanding of market trends, consumer preferences, competitive dynamics, and regulatory landscapes, enabling them to make informed decisions and seize growth opportunities.

Strategic Recommendations:

Drawing on extensive industry expertise and market knowledge, SIS International provides strategic recommendations that empower businesses to optimize their market positioning, capitalize on emerging trends, and differentiate themselves from competitors. Whether it’s identifying new market segments, refining product offerings, or enhancing customer experiences, our actionable insights guide clients toward sustainable success.

Enhanced Competitiveness:

By leveraging SIS International’s market intelligence, businesses gain a competitive edge in the hospitality landscape. Through benchmarking against industry peers, identifying areas for improvement, and uncovering untapped opportunities, clients are equipped to outperform competitors, maximize market share, and drive long-term profitability.

Risk Mitigation:

SIS helps businesses mitigate risks and navigate uncertainties in the dynamic hospitality environment. By monitoring regulatory changes, assessing market vulnerabilities, and anticipating potential challenges, clients are better prepared to proactively address risks, safeguard their assets, and maintain operational resilience.

Opportunities and Challenges

The industry is becoming increasingly competitive and a sector in an ever-changing environment. This is due mainly to travelers’ constantly evolving behaviors, perceptions, expectations, and purchasing decisions. This creates numerous opportunities and challenges for consulting firms conducting research and businesses developing strategies.


  • Technological advances: Technological breakthroughs have made gathering and analyzing data more affordable. It can potentially address some of the challenges of hotel market research.
  • Massive data analysis tools: The broader availability of AI solutions will lead to more accurate and timely information on consumer behavior and market trends. It can collect enormous amounts of data and provide valuable insights in minutes.
  • Predictive analytics: Emerging technologies allow forecasting analytics to predict future trends and patterns in the market to prepare accurate marketing strategies and future product developments.


  • Data collection is complex and information rapidly varies: Collecting reliable and consistent data is considered one of the most challenging aspects of hotel market research. It is often complicated because of the dynamic nature of the hotel sector, which is continually changing in response to consumer preference shifts, emerging technologies, and economic conditions.
  • The high volume of data to analyze: Analyzing and interpreting the data collected is an additional challenge. Data collection and analysis involve extensive data from numerous sources, which increases the complexity of the research and makes it difficult to draw meaningful insights and conclusions.
  • Keeping abreast of industry trends: Hotel operations are rapidly evolving and it is challenging to keep track of the latest trends and developments in the hospitality industry

Industry Attractiveness: Porter’s Five Forces Analysis of the Hotel Market

Porter’s Five Forces analysis provides a framework for assessing an industry’s competitive intensity and attractiveness. Let’s apply this framework to the hotel market:

  1. Threat of New Entrants: The threat of new entrants to the hotel market is moderate. While barriers to entry, such as high capital requirements, economies of scale, and brand reputation, deter new players from entering the market, alternative accommodations and sharing economy platforms have lowered barriers to entry for specific segments.
  2. Bargaining Power of Buyers: Buyers’ bargaining power in the hotel market is moderate to high. Buyers, including individual travelers, corporate clients, and online travel agencies (OTAs), can access various accommodation options and price-comparison platforms to negotiate prices and demand discounts.
  3. Bargaining Power of Suppliers: The bargaining power of suppliers in the hotel market varies depending on the type of supplier. Key suppliers, such as food and beverage distributors, technology vendors, and service providers, may have moderate bargaining power due to the availability of alternative suppliers and competitive pricing.
  4. Threat of Substitutes: The threat of substitutes in the hotel market is moderate to high. Alternative accommodations, such as vacation rentals, serviced apartments, and home-sharing platforms, pose a significant threat to traditional hotels, particularly in leisure and extended-stay segments. Additionally, advancements in remote work and digital nomadism may lead travelers to opt for long-term stays in alternative accommodations rather than traditional hotels.
  5. Competitive Rivalry: Competitive rivalry in the hotel market is high. The industry is characterized by intense competition among established hotel brands, independent hotels, and alternative accommodations. Hotels compete on price, location, brand reputation, service quality, and guest experience to attract and retain customers.

Industry Attractiveness: SWOT Analysis of the Hotel Market

A SWOT analysis examines an industry’s strengths, weaknesses, opportunities, and threats. Let’s conduct a SWOT analysis for the hotel market:

  • Strengths:
    • Diverse Offerings: Hotels offer various accommodations, amenities, and services catering to diverse traveler preferences and budgets, appealing to a broad customer base.
    • Global Presence: Leading hotel chains have a global footprint, with properties located in key destinations worldwide. This enables them to tap into international markets and leverage economies of scale.
    • Guest Experience: Hotels prioritize guest experience, offering personalized services, innovative amenities, and memorable experiences that differentiate their offerings and foster guest loyalty.
  • Weaknesses:
    • Seasonal Fluctuations: Seasonal fluctuations in demand, coupled with cyclical economic trends, pose challenges for hotels in managing revenue and profitability throughout the year, leading to revenue volatility.
    • Dependency on Tourism: Hotels rely heavily on tourism and travel demand, making them vulnerable to external factors such as economic downturns, natural disasters, geopolitical tensions, and pandemics, which can disrupt travel patterns and occupancy rates.
    • Regulatory Compliance: Hotels must comply with a complex web of regulations and standards related to safety, security, health, and environmental sustainability, requiring ongoing investments in compliance efforts and risk management.
  • Opportunities:
    • Emerging Markets: Growth opportunities exist in emerging markets with rising disposable incomes, urbanization, and increasing tourism demand, offering untapped potential for hotel development and expansion.
    • Sustainability Initiatives: Investing in sustainable practices, energy-efficient technologies, and eco-friendly amenities presents opportunities for hotels to appeal to environmentally conscious travelers and differentiate their offerings in a competitive market.
    • Niche Markets: Targeting niche markets such as wellness tourism, eco-tourism, and experiential travel allows hotels to cater to specialized traveler segments and create unique value propositions that resonate with specific customer needs and preferences.
  • Threats:
    • Competitive Pressure: Intense competition from traditional hotels, alternative accommodations, and online booking platforms exerts pressure on pricing, profitability, and market share, challenging hotels to differentiate their offerings and maintain competitiveness.
    • Disruptive Technologies: Disruptive technologies such as sharing economy platforms, artificial intelligence, and blockchain threaten traditional hotel models by disrupting distribution channels, customer relationships, and business models.
    • Economic Uncertainty: Economic downturns, geopolitical tensions, and global crises such as pandemics can disrupt travel patterns, reduce consumer spending, and impact hotel occupancy and revenue, posing significant threats to the industry’s stability and profitability.

How SIS International’s Hotel Market Research Helps Businesses

SIS International offers comprehensive hotel market research solutions tailored to the unique needs and objectives of businesses operating in the hospitality industry. Our research methodologies and insights empower clients to make informed decisions, capitalize on opportunities, and overcome challenges in a dynamic market environment:

Risk Mitigation

SIS helps businesses mitigate risks and uncertainties by providing in-depth market analysis, competitive intelligence, and regulatory insights. By identifying potential risks and challenges, clients can develop strategies to address issues and safeguard their assets proactively, minimizing the impact of external threats on their operations.

Strategic Planning

Our hotel market research equips businesses with strategic insights and actionable recommendations to optimize market positioning, capitalize on emerging trends, and differentiate their offerings. Through an in depth understanding market dynamics, consumer preferences, and competitive landscapes, clients can develop tailored strategies to achieve their business objectives and drive long-term success.

Market Expansion

SIS International assists businesses in identifying new market opportunities, assessing market entry strategies, and expanding their footprint in both domestic and international markets. Through market segmentation, feasibility studies, and market entry assessments, clients can identify untapped markets, evaluate market potential, and develop entry strategies that maximize growth opportunities and mitigate risks.

Product Development

Our research-driven approach enables businesses to innovate and refine their product offerings to meet evolving consumer needs and preferences. By conducting market assessments, concept testing, and consumer surveys, clients can gather valuable insights into product demand, feature preferences, and pricing strategies, guiding product development efforts and enhancing competitiveness in the marketplace.

Customer Experience Enhancement

SIS helps businesses enhance the guest experience by providing insights into customer expectations, satisfaction levels, and feedback. Through guest satisfaction surveys, mystery shopping programs, and sentiment analysis, clients can identify areas for improvement, address pain points, and deliver personalized experiences that drive customer loyalty and repeat business.

Competitive Intelligence

Our competitive intelligence solutions enable businesses to stay ahead of competitors by monitoring competitor strategies, identifying market trends, and benchmarking performance metrics. By analyzing competitor offerings, pricing strategies, and marketing tactics, clients can identify competitive gaps, capitalize on market opportunities, and develop strategies to outperform market rivals.

About SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports and insights for decision-making. We conduct interviews, surveys, focus groups and many other Market Research methods and approaches. Contact us for your next Market Research project.

Contact us for your next Market Research and Strategy Consulting Project.

Want to share this story?