DK Shifflet & Associates - HSMAI product description page

The Hospitality Sales & Marketing Association International (HSMAI) has teamed with D.K. Shifflet & Associates Ltd. (DKS&A) to provide hotel sales and marketing executives with consumer based marketing intelligence required to more accurately develop their annual marketing plan and sales strategies. This is the first time in history this data has been made available to individual hotels.

DKS&A's Origin Guest Generation reports provide lodging segment profiles of business and leisure hotel guests from each market area's major feeder markets.

Three different lodging property segment reports, high-end, mid-level and economy are available for 77 different destination markets ranging from PMSA (primary metropolitan statistical area) metro level to combined DMAs (Designated Market Area - A.C. Nielsen) for more rural areas
A minimum sample of 150 segment guests for business or leisure is maintained for statistical reliability; larger markets will have larger samples. Some areas may not have sample for all reports.
This information allows users to understand where guests originate and how they can reach them more effectively.
A property can compare it's business to the total hotel segment in which it competes (click here to see hotel segment definitions)
Price for a business or a leisure profile is $295. Purchase a combined report for only $495

Variables Reported

Demographics: Gender, Age, household income, education, occupation, marital status, presence of children in household

Lifestyles and Activities: Travel propensity, purpose of stay, activities participation on trip

Spending and Composition: Per trip spending, party composition

Travel and Reservation Info: Member of a travel club, mode of transport used, lodging reservation source

Time and Duration: Length of stay, Monthly share of business

Location Profile: Accommodation location type and share, lodging satisfaction index
To open the ordering form click here: ORDER FORM