Uncovering Hidden Gems with Deep Market Research in Hotel Consulting

  • Yann Gouriou March 21, 2024

In the competitive world of hospitality, success hinges on a deep understanding of the market landscape. While location scouting is undeniably crucial for any hotel development, it's merely the first step.  

Hotel feasibility studies require a comprehensive approach that delves deeper, uncovering hidden gems through meticulous hotel market analysis and rigorous hotel competition analysis.

This article goes beyond the basics, highlighting the importance of in-depth market research and providing a practical framework to guide hotel consultants in uncovering client opportunities.

The Power of Deep Market Research: Beyond Location Selection

While location is undoubtedly a critical factor, it's just one piece of the puzzle.  In-depth market research paints a complete picture, empowering hotel consultants to:
  • Uncover Underserved Demographics: Market research can reveal untapped niches within a target market. By analyzing demographics, spending habits, and travel preferences, consultants can identify opportunities to cater to specific guest segments often overlooked by competitors.
  • Analyze Competitor Strengths and Weaknesses: A thorough hotel competition analysis goes beyond location and room rates. It delves into competitor strengths and weaknesses, including brand positioning, marketing strategies, guest reviews, and service offerings. This intelligence allows consultants to develop a differentiated strategy for their clients, capitalizing on competitor gaps.
  • Identify Emerging Travel Trends: The hospitality industry is constantly evolving, shaped by changing traveler preferences and technological advancements. Deep market research keeps hotel consultants at the forefront of these trends. This foresight allows them to recommend concepts and amenities that align with future guest expectations, ensuring the long-term success of their clients' hotels.

In essence, comprehensive market research provides invaluable insights that go far beyond location scouting. It lays the foundation for a data-driven approach, enabling hotel consultants to make informed recommendations and support hoteliers in creating truly successful ventures.

Building a Robust Market Research Framework

Hotel consultants can leverage a structured framework to conduct thorough market research, maximizing the value they deliver to their clients. Here's a breakdown of key steps:

1. Primary Data Collection

  • Hotel Feasibility Reports: review comprehensive feasibility reports that analyze guest preferences across various market segments. These reports delve into factors like desired amenities, preferred hotel brands, and budget considerations, providing valuable insights for hotel development projects.
  • Travel Trend Reports: These reports analyze emerging travel trends, identify shifting guest demographics, and explore evolving traveler expectations. By incorporating data from these reports, hotel consultants can ensure their recommendations align with future guest preferences.
  • Site Visits and Interviews: On-site visits allow consultants to assess the physical location, surrounding infrastructure, and local amenities. Interviews with local businesses and residents offer valuable perspectives on the neighborhood's character, future development plans, and potential challenges or opportunities.

2. Secondary Data Collection

  • Market Reports and Industry Publications: Industry reports, tourism statistics, and publications offer valuable insights into overall market trends, traveler demographics, and local economic indicators.
  • Government and Local Authority Data: Government websites and local authority reports provide data on demographics, infrastructure development plans, and zoning regulations. This information helps consultants assess the feasibility of proposed development projects and identify potential roadblocks.
  • Online Reviews and Social Media Analysis: Analyzing online reviews and social media conversations can reveal valuable insights into guest sentiment towards existing hotels in the area. Identifying recurring themes in guest feedback can help consultants understand what resonates with the target market and what areas existing competitors might be falling short in.

3. Competitor Analysis

  • Competitive Landscape Assessment: Identifying and analyzing existing and potential competitors in the area is crucial. This involves evaluating their brand positioning, target markets, service offerings, pricing strategies, and marketing campaigns.
  • SWOT Analysis: Conducting a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of key competitors allows consultants to identify areas where their clients can differentiate themselves. By leveraging competitor weaknesses and capitalizing on emerging opportunities, consultants can create a winning strategy for their clients' hotels.

4. Local Market Trends Analysis

  • Economic Indicators: Analyzing economic forecasts, employment trends, and local tourism data helps consultants assess the overall economic climate of the target market. This information can impact guest spending habits and overall demand for hotel services.
  • Travel and Tourism Trends: Staying abreast of emerging travel trends, such as sustainable tourism practices, technology integration, or the growing popularity of specific experiences, allows consultants to recommend concepts and amenities that cater to future travel preferences.
By meticulously following this framework, hotel consultants can gather a rich tapestry of data, painting a comprehensive picture of the market landscape. This empowers them to make informed recommendations, identify strategic advantages for their clients, and ultimately unlock the true potential of hotel projects.

Deep market research acts as the cornerstone of success for hotel consultants. It empowers them to go beyond location scouting and provides invaluable insights that guide hoteliers in making strategic decisions. Understanding the intricacies of a market allows consultants to recommend concepts that cater to specific guest segments, identify strategic advantages for their clients, and ultimately unlock the true potential of hotel projects.

Unicorn Hospitality, a leading provider of hotel consulting services, offers a comprehensive suite of market research solutions. Our experienced team leverages a proven framework to gather data, analyze trends, and deliver actionable insights that empower our clients to make informed decisions and navigate the ever-evolving hospitality landscape.
  • Yann Gouriou March 21, 2024

Founder & CEO of Unicorn Hospitality

Seasoned hospitality professional with a proven track record across diverse hotel sizes and markets (Europe, South Pacific, Middle East, Asia, Caribbean). Skilled in driving profitability and optimizing both service delivery and financial metrics. Passionate leader fostering talent and building successful teams for long-term industry impact.


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