Hotel Brand Health Research
Our client, one of the top hotel companies, required on-going intelligence about the performance of their hotel brand. The client wanted to understand their brand relative to their perceived competitive set.
We conducted a daily online survey that is reviewed in a quarterly report. The survey tested brand awareness and usage. Each respondent was asked to choose attributes that are distributed across four main pillars;
- Brand Awareness, Usage and Rewards Program
- In-Hotel Experience
- Emotional Connection
- Brand Distinguisher
Our client was able to see that “brand health” of each brand at the brand pillar and individual attribute level. The study results empowered management to allocate resources to maximize the hotel guest experience.