DJ Traffic

In a recent hotel survey, results identify five traits for the target market for hotels. These include age, education, income, social class and lifestyles, and reason-for-travel variables.

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

Cornell University’s Center of Hospitality Research conducted the hotel survey.

Hotel Survey Results on 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 on 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 Reveals Income

Most (85%) hotel customers earn at least $25,000 per year. Almost 44 percent earn less than $50,000 annually while slightly more than 41 percent earn more than $50,000.

Hotel Survey Results 4 - Social Class and Lifestyle

Income and education results from the Cornell survey indicate that most hotel customers are middle class and in the Achiever 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 - Target Market

Results of the Cornell hotel survey portrays hotel customers as middle-aged, well-educated Boomers, who travel to have fun with friends and family.

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.

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