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Hotel Accommodations - US - September 2010

After a tumultuous 2009, the hotel category appears to be stabilizing, if not recovering. As hoteliers position themselves to capitalize on renewed interest in travel, implementing strategies and tactics that appeal to more resilient demographics are critical. In this report, Mintel takes a look at how the hotel industry has dealt with the recession and what its prospects are going forward.

Some of the topics explored and analyzed include:

  • Relative impact of corporate and consumer cutbacks on hotel stays
  • Industry supply-and-demand dynamics
  • Recession-driven promotions to stimulate business
  • Investments in major brand overhauls
  • Which demographics have been least impacted by the recession
  • Which hotel features travelers value most
  • How travelers learn about hotels
  • How often consumers use hotels without staying at them

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market suffers severe decline back to 2005 levels
                      • A confluence of factors drive revenues down
                        • Leading hotel companies see losses across the board
                          • Hotels offer wide range of promotions to stimulate business
                            • Television advertising
                              • Online marketing
                                • Sponsorships
                                  • Promotions with music artists
                                    • Holiday Inn revitalization shows need for investment during harsh climate
                                      • Certain demographics show less decline in travel
                                        • Business travel
                                          • Leisure travel
                                            • Type of hotels frequented for leisure
                                              • Importance of hotel features
                                                • Finding and researching hotels
                                                  • Attitudes toward hotels
                                                    • Patronage without overnight stay
                                                    • Insights and Opportunities

                                                      • Five trends you can use
                                                        • What the people want
                                                          • Figure 1: Importance of hotel features, by gender, June 2010
                                                        • Catering to mom and dad (and the kids)
                                                            • Figure 2: Importance of hotel features, by marital status and presence of children in the household, June 2010
                                                          • Using technology to lure the business/leisure traveler
                                                          • Inspire Insights

                                                              • Experience Is All
                                                                • What's it about?
                                                                  • A thirst for unique experiences
                                                                    • Making stays memorable
                                                                      • Implications
                                                                      • Competitive Context

                                                                        • Consumers turn to more frugal alternatives
                                                                          • Staycations
                                                                            • Staying with friends or family
                                                                              • Figure 3: Alternatives to overnight hotel stays, by age, June 2010
                                                                            • Camping
                                                                            • Market Size and Forecast

                                                                              • A confluence of factors cut category sales
                                                                                • A slow recovery appears under way
                                                                                  • Sales and forecast of market
                                                                                    • Figure 4: U.S. sales for hotels and accommodations, at current prices,2005-15
                                                                                    • Figure 5: U.S. sales for hotels and accommodations, at inflation-adjusted prices, 2005-15
                                                                                • Segment Performance

                                                                                  • Hotel/motel and casino segments see sharper declines than B&Bs
                                                                                    • Figure 6: U.S. sales for hotels and accommodations, by segment, 2005-10
                                                                                    • Figure 7: U.S. sales for hotels and accommodations, by segment, 2008 and 2010
                                                                                • Segment Performance—Hotels/Motels

                                                                                  • Cuts in business travel and luxury hotel stays drive sales decline
                                                                                    • Figure 8: U.S. sales of hotels and motels, 2005-15
                                                                                • Segment Performance—Casinos

                                                                                  • Casinos take a hit and face challenge from new supply coming online
                                                                                    • Figure 9: U.S. sales of casino hotels, 2005-15
                                                                                • Segment Performance—Bed and Breakfasts

                                                                                  • Bed and breakfasts show more resilience
                                                                                    • Figure 10: U.S. sales of bed and breakfasts, 2005-15
                                                                                • Market Drivers

                                                                                  • Corporations slash business travel
                                                                                      • Figure 11: Share of overnight stays, by purpose of travel, 2005-09
                                                                                    • Consumer cutbacks in discretionary spending hit leisure travel
                                                                                        • Figure 12: Overall Traveler Sentiment Index, March 2007-April 2010
                                                                                      • More supply and lower demand push prices down
                                                                                          • Figure 13: Industry-wide performance statistics, 2005-09
                                                                                        • Aggressive promotions hurt revenues, especially at luxury brands
                                                                                          • Middle-aged travelers account for largest share but over-55s growing faster
                                                                                            • Figure 14: Estimated share of hotel visits and population growth, by age, 2010-15
                                                                                          • Bedbug infestation threatens hotel brand reputations
                                                                                          • Leading Companies

                                                                                            • Leaders see losses across the board in 2009
                                                                                              • First half of 2010 sees occupancy rebound, mostly at luxury brands
                                                                                                  • Figure 15: Revenues of leading hotel companies, 2008 and 2009
                                                                                              • Marketing Strategies

                                                                                                • Overview
                                                                                                  • Figure 16: Media spending, by leading hotel brands, 2008 and 2009
                                                                                                • Television advertising
                                                                                                  • La Quinta Inns & Suites appeals with offbeat humor
                                                                                                    • Figure 17: La Quinta Inns & Suites, TV ad, 2010
                                                                                                  • Courtyard courts the business traveler
                                                                                                    • Figure 18: Courtyard by Marriott, TV ad, 2010
                                                                                                  • Hampton Inn scores with basketball stunts
                                                                                                    • Figure 19: Hampton Inn, TV ad, 2010
                                                                                                  • Comfort Suites recharges the weary traveler
                                                                                                    • Figure 20: Comfort Suites, TV ad, 2010
                                                                                                  • Holiday Inn celebrates everyday wonder
                                                                                                    • Figure 21: Holiday Inn Express, TV ad, 2010
                                                                                                  • Brand activities
                                                                                                    • Holiday Inn to complete brand overhaul in 2010
                                                                                                      • Marriott targets the business traveler
                                                                                                        • Best Western runs diverse promotions
                                                                                                          • Hotel promotions
                                                                                                            • Online marketing
                                                                                                              • Sponsorships
                                                                                                                • Promotions with music artists
                                                                                                                  • Other promotions
                                                                                                                  • Innovation and Innovators

                                                                                                                    • Courtyard by Marriott’s GoBoard entices the tech-savvy business traveler
                                                                                                                      • High-end Rancho Bernardo Inn goes à la carte
                                                                                                                        • New Disney hotel woos ardent pet lovers
                                                                                                                          • Wyndham serves up Green cocktails
                                                                                                                          • Incidence of Overnight Stays

                                                                                                                            • Marrieds, 35-54 year olds, and higher earners make most frequent overnight stays
                                                                                                                                • Figure 22: Average number of hotel stays for business and personal reasons, by key demographics, November 2008-December 2009
                                                                                                                              • Younger (25-34) and higher-earning respondents show milder decline in business stays
                                                                                                                                  • Figure 23: Average number of hotel stays for business reasons, by key demographics, January-November 2007 and November 2008-December 2009
                                                                                                                                • Families and middle class show more resilience in personal stays
                                                                                                                                  • Figure 24: Average number of hotel stays for personal reasons, by key demographics, January-November 2007 and November 2008-December 2009
                                                                                                                              • Type of Hotels Frequented for Leisure

                                                                                                                                • Young adults aged 25-34 stay at wide range of hotel types for leisure
                                                                                                                                  • Figure 25: Types of hotels stayed in for leisure, by age, June 2010
                                                                                                                                • Large chains and luxury for the affluent
                                                                                                                                  • Figure 26: Types of hotels stayed in for leisure, by household income, June 2010
                                                                                                                                • Families more likely to stay at large chains and themed hotels
                                                                                                                                  • Figure 27: Types of hotels stayed in for leisure, by presence and number of children in the household, June 2010
                                                                                                                              • Importance of Hotel Features

                                                                                                                                • Women more likely to expect more
                                                                                                                                  • Figure 28: Importance of hotel features, by gender, June 2010
                                                                                                                                • Under-35s more demanding of hotel amenities
                                                                                                                                  • Figure 29: Importance of hotel features, by age, June 2010
                                                                                                                                • Parents want easy in, easy out
                                                                                                                                  • Figure 30: Importance of hotel features, by presence and number of children in the household, June 2010
                                                                                                                                • Affluent travelers value quality rating and in-room internet access
                                                                                                                                  • Figure 31: Importance of hotel features, by household income, June 2010
                                                                                                                              • Finding and Researching Hotels

                                                                                                                                • Under-45s more likely to research hotels on the internet
                                                                                                                                  • Figure 32: Ways of finding and researching hotels, by age, June 2010
                                                                                                                                • Parents also turn online for hotel information
                                                                                                                                  • Figure 33: Ways of finding and researching hotels, by presence and number of children in the household, June 2010
                                                                                                                                • Online marketing important in reaching affluent travelers
                                                                                                                                  • Figure 34: Ways of finding and researching hotels, by household income, June 2010
                                                                                                                              • Attitudes toward Hotels

                                                                                                                                • Under-35s attracted to hip and interesting concepts
                                                                                                                                    • Figure 35: Attitudes toward hotels, by age, June 2010
                                                                                                                                  • Parents think it’s all about the experience
                                                                                                                                    • Figure 36: Attitudes toward hotels, by presence and number of children in the household, June 2010
                                                                                                                                  • Affluent travelers looking for pampering and adventure
                                                                                                                                    • Figure 37: Attitudes toward hotels, by household income, June 2010
                                                                                                                                • Patronage without Overnight Stay

                                                                                                                                  • Active 25-34 year olds use hotels even when not staying there
                                                                                                                                    • Figure 38: Reasons for visiting a hotel without overnight stay, by age, June 2010
                                                                                                                                  • Affluent respondents better target for hotel as oasis
                                                                                                                                    • Figure 39: Reasons for visiting a hotel without overnight stay, by household income, June 2010
                                                                                                                                  • Hotel amenities may constitute a family destination
                                                                                                                                    • Figure 40: Reasons for visiting a hotel without overnight stay, by presence and number of children in the household, June 2010
                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                  • Hispanics more likely to research online
                                                                                                                                    • Figure 41: Ways of finding and researching hotels, by race/Hispanic origin, June 2010
                                                                                                                                  • Blacks and Hispanics more willing to spend on pampering
                                                                                                                                    • Figure 42: Attitudes toward hotels, by race/Hispanic origin, June 2010
                                                                                                                                  • Hispanics more likely to use hotel amenities when not staying
                                                                                                                                    • Figure 43: Reasons for visiting a hotel without overnight stay, by race/Hispanic origin, June 2010
                                                                                                                                • Cluster Analysis

                                                                                                                                    • Connoisseurs
                                                                                                                                      • Characteristics
                                                                                                                                        • Demographics
                                                                                                                                          • Opportunity
                                                                                                                                            • Large-chain loyalists
                                                                                                                                              • Characteristics
                                                                                                                                                • Demographics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Budgeteers
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Demographics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Characteristic tables
                                                                                                                                                              • Figure 44: Hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 45: Incidence of overnight hotel stays, by hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 46: Types of hotels stayed in for leisure, by hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 47: Importance of hotel features, by hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 48: Ways of finding and researching hotels, by hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 49: Attitudes toward hotels, by hotel and accommodation clusters, June 2010
                                                                                                                                                              • Figure 50: Reasons for visiting a hotel without overnight stay, by hotel and accommodation clusters, June 2010
                                                                                                                                                            • Demographic tables
                                                                                                                                                              • Figure 51: Hotel and accommodation clusters, by gender, June 2010
                                                                                                                                                              • Figure 52: Hotel and accommodation clusters, by age, June 2010
                                                                                                                                                              • Figure 53: Hotel and accommodation clusters, by household income, June 2010
                                                                                                                                                              • Figure 54: Hotel and accommodation clusters, by race, June 2010
                                                                                                                                                              • Figure 55: Hotel and accommodation clusters, by Hispanic origin, June 2010
                                                                                                                                                            • Cluster methodology
                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                              • Family demographic is more likely to have stayed overnight
                                                                                                                                                                  • Figure 56: Overnight stays for business or leisure, by marital status and presence of children in the household, June 2010
                                                                                                                                                                • Married with children more likely to use hotel when not staying
                                                                                                                                                                    • Figure 57: Patronage of hotels without overnight stay, by marital status and presence of children in the household, June 2010
                                                                                                                                                                  • Women under 35 more likely to research travel online
                                                                                                                                                                      • Figure 58: Ways of finding and research hotels, by gender and age, June 2010
                                                                                                                                                                    • Males under 35 more likely to use hotel amenities without staying overnight
                                                                                                                                                                      • Figure 59: Patronage of hotels without overnight stay, by gender and age, June 2010
                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                    • Marital status
                                                                                                                                                                      • Overnight stays for business or leisure
                                                                                                                                                                        • Figure 60: Overnight stays for business or leisure, by marital status, June 2010
                                                                                                                                                                      • Types of hotels stayed in for leisure
                                                                                                                                                                        • Figure 61: Types of hotels stayed in for leisure, by marital status, June 2010
                                                                                                                                                                      • Importance of hotel features
                                                                                                                                                                        • Figure 62: Importance of hotel features, by marital status, June 2010
                                                                                                                                                                      • Ways of finding and researching hotels
                                                                                                                                                                        • Figure 63: Ways of finding and researching hotels, by marital status, June 2010
                                                                                                                                                                      • Attitudes toward hotels
                                                                                                                                                                        • Figure 64: Attitudes toward hotels, by marital status, June 2010
                                                                                                                                                                      • Age
                                                                                                                                                                        • Ways to book hotels
                                                                                                                                                                          • Figure 65: Ways to book hotels, by age, June 2010
                                                                                                                                                                        • Hotel brands used for business travel
                                                                                                                                                                          • Figure 66: Hotel brands used for business travel, by age, February 2009-March 2010
                                                                                                                                                                        • Hotel brands used for leisure travel
                                                                                                                                                                          • Figure 67: Hotel brands used for leisure travel, by age, February 2009-March 2010
                                                                                                                                                                        • Presence and number of children in the household
                                                                                                                                                                          • Ways to book hotels
                                                                                                                                                                            • Figure 68: Ways to book hotels, by presence and number of children in the household, June 2010
                                                                                                                                                                          • Gender
                                                                                                                                                                            • Attitudes toward hotels
                                                                                                                                                                              • Figure 69: Attitudes toward hotels, by gender, June 2010
                                                                                                                                                                            • Race and Hispanic origin
                                                                                                                                                                              • Domestic travel more than 100 miles
                                                                                                                                                                                • Figure 70: Domestic travel more than 100 miles, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Absolut Spirits Company (USA)
                                                                                                                                                                              • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                                              • American Society of Travel Agents
                                                                                                                                                                              • Ameristar Casinos Inc.
                                                                                                                                                                              • Best Western International Inc.
                                                                                                                                                                              • BMW of North America, LLC
                                                                                                                                                                              • Carlson Companies Inc.
                                                                                                                                                                              • Choice Hotels International
                                                                                                                                                                              • Days Inns Worldwide Inc.
                                                                                                                                                                              • Delta Air Lines, Inc.
                                                                                                                                                                              • Deutsche Bank AG
                                                                                                                                                                              • Discovery Channel
                                                                                                                                                                              • Expedia Inc.
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Ferrari S.p.A.
                                                                                                                                                                              • Football Association (The)
                                                                                                                                                                              • Four Seasons Hotels Inc.
                                                                                                                                                                              • Frette
                                                                                                                                                                              • Google, Inc.
                                                                                                                                                                              • Hard Rock Cafe
                                                                                                                                                                              • Harley Davidson, Inc
                                                                                                                                                                              • Hilton Hotels Corporation
                                                                                                                                                                              • HowardJohnson International Inc.
                                                                                                                                                                              • Hyatt Corporation
                                                                                                                                                                              • Interactive Travel Services Association
                                                                                                                                                                              • InterContinental Hotels Group PLC
                                                                                                                                                                              • International Travel Services Association (ITSA)
                                                                                                                                                                              • Kangol
                                                                                                                                                                              • La Quinta Corporation
                                                                                                                                                                              • Le Meridien Hotels and Resorts Ltd.
                                                                                                                                                                              • Marriott International, Inc.
                                                                                                                                                                              • Mercedes-Benz USA
                                                                                                                                                                              • MGM Mirage
                                                                                                                                                                              • Microsoft USA
                                                                                                                                                                              • MindShare USA Inc.
                                                                                                                                                                              • Motel 6
                                                                                                                                                                              • MSN (USA)
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                              • National Tour Association (NTA)
                                                                                                                                                                              • Nickelodeon Networks
                                                                                                                                                                              • Office of Travel and Tourism Industries
                                                                                                                                                                              • Planet Hollywood
                                                                                                                                                                              • Priceline.com Incorporated
                                                                                                                                                                              • Red Roof Inns
                                                                                                                                                                              • Sheraton Hotels & Resorts
                                                                                                                                                                              • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                              • Telemundo Communications Group, Inc.
                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                              • The Ritz-Carlton Hotel Company, L.L.C.
                                                                                                                                                                              • Travelocity.com L.P.
                                                                                                                                                                              • Travelodge Hotels Inc.
                                                                                                                                                                              • TripAdvisor LLC
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                              • Vera Wang
                                                                                                                                                                              • Visa U.S.A. Inc.
                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                              • Wyndham Worldwide Corporation
                                                                                                                                                                              • Wynn Resorts Limited
                                                                                                                                                                              • Yahoo! Inc
                                                                                                                                                                              • Yamaha Corporation

                                                                                                                                                                              Hotel Accommodations - US - September 2010

                                                                                                                                                                              £3,174.67 (Excl.Tax)