How to Conduct Market Research for Hotels


Hotels are places where people stay, usually paying for their rooms and meals. They can be found in cities, towns and rural locations.

There are several types of hotels, including luxury and budget options. Some are chain hotels, while others are independently owned.

Unlike motels and hostels, hotels offer guests more privacy and amenities. Some also include restaurants, bars, spas and other services for an extra fee.

Market research is essential for any hotel, whether you’re opening a new property or evaluating your existing operation. It enables you to determine your target market, identify the specific needs of that target audience and develop a business plan accordingly.

Before you open a hotel, it’s important to conduct market research to help you figure out what the best option is for your business and how well you can compete with the other hotels in your area. By doing so, you can reduce the risks associated with opening a new property and get the most out of your investment.

A great way to start your research is by reading reviews on websites like TripAdvisor. These are the opinions of real people, not paid employees, and can give you a great idea of what to expect when staying at a particular hotel.

While it’s tempting to read reviews from a few years ago, you want to focus on the latest guest reviews. This will allow you to see what changes have happened at the hotel in the past year and how those changes impact the current reviews.

Then, you can compare these reviews to each other and find out if the hotel is truly worth your time and money. You can also look for reviews from solo travelers and business travelers to get a better idea of the hotel’s quality.

One of the most important things to look for in a hotel is cleanliness and maintenance. Regardless of the price point, you’ll want to know that your room will be clean and that the beds are comfortable. You should also be sure that the bathroom is sanitary and that there are no leaks or mold in the shower.

Another key consideration is the location of the hotel. Ideally, you should be located near a city center and popular attractions. It’s a good idea to include images of these areas on your brand website and third-party channels so that travelers can make an informed decision.


Travelers want to have easy access to places they’re visiting, especially if they’ll be doing business there or working on a project. By adding a variety of ways for guests to reach places nearby, you can increase the chances that they’ll book your hotel.

App-based customer service is a big hit among the younger generation, and this trend has spread to hotels as well. Some hotels even offer mobile apps that let customers check in and out of their rooms, choose their own housekeeping preferences and schedules, use curated Headspace meditations, and more.