How Qualitative Research Agency Can Help Your Hotel

As the hotel industry struggles to come out of its recent recessive history, it is looking for every tool to create sustainable growth. Hiring a qualitative research agency may be our best hope.

The hospitality industry is one of the most competitive industries in the world. Even established hotels face eminent closure due to various reasons. Interestingly, smaller establishments often do quite well. So, what decides success? What makes a person choose one hotel over another? What motivates them? What attracts their attention? More importantly, what makes them come back the next time and recommend a hotel to others?

Qualitative Research Agency is the right place to find an answer to all these questions. Qualitative Research focuses on people’s motivation — the most crucial aspect of a hotel’s business. The focus group may not be entirely representative, but it provides a valuable insight into people’s mind and what makes them tick.

Help identify unmet demands: You have an impressive property and capable, competent team. You may think that it is enough, but you’ll be surprised at what the average traveller expects today. Hotels today are more than just a place to stay and unwind. Many of the top names are a destination in themselves. Then there are the business travellers who have specific needs.

For instance, research may focus on the kind of service people require. Will the inclusion of facilities like airport transfers, conference halls or free breakfast make a difference? If so, by how much?

Pinpoint emerging trends: Although its basics have remained the same over the decades, the hospitality industry has gone through some ground breaking trends in the last few years. It is important to be abreast of these changes in order to stay one step ahead of the competition.

For instance, a boutique hotel hired a qualitative research agency to find out why their bookings had dropped significantly. Research of a focus group of their ideal guest segment showed that many of them had now switched to the internet to book their stay. Hence, the client who was yet to incorporate online booking was losing out on their market.

Improving services: Often we find that employees and management become entrenched in the ongoing service pattern. They are often blind to the lacunae in their own service model. An impartial study by a qualitative research agency can expose these vital drawbacks, forcing a much more honest review of one’s performance.

For instance, qualitative research of guests at a rival establishment displayed a clear preference for the other hotel’s housekeeping staff. It was found that the hotel provided drinks at its swimming pool. This prompted the client to offer the same services.

Finding new markets: As a hotel manager/owner you may have developed a fair idea of the kind of clientele you attract. Hence, most of your ad budget is most probably focused on the same segment. This is perfectly sound plan has just one fault the lack of overall vision. As a business it is imperative that you find new markets and clients. Research is the perfect tool for this.

For instance, a boutique hotel which focused on seasonal travellers decided to hire a qualitative research agency. Research showed that the area saw a steady visit of professionals to a nearby IT park. Hence, a newer segment was discovered the executive or business traveller. This proved to be a lucrative segment with much higher visits that took place yearlong!