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LODGING AWARENESS/MonitorSM Awareness, Preference & Usage for the U.S. Lodging Industry Background & Methodology The DIRECTIONS® LODGING AWARENESS/MonitorSM is an ongoing, monthly BRAND awareness tracking study designed to gauge Brand Awareness, Advertising Awareness, and Brand Preference for the hotel industry. DKS&A tracks awareness and preference data on 40 hotel/motel chains by segment: Economy, Mid-Level, and High-End. The LODGING AWARENESS/MonitorSM study is conducted monthly by RDD telephone. Currently a minimum of 2,400 telephone interviews are conducted per year among respondents who have stayed at hotels in the past 12 months. Quotas ensure proper representation of business, leisure, and hotel/motel segment travelers. The study began in 1992, and data is currently collected on a monthly basis. Frequency of Travel and Stays by Room Rate Respondents list the number of nights spent in hotels, for both business and leisure travel, by segment level, for the past 12 months. Usage patterns are also provided by room rate. Hotel/Motel Awareness & Preference Reporting Includes: Top-of-Mind Brand Awareness Total Unaided Brand Awareness Aided Brand Awareness Top-of-Mind Advertising Awareness Total Unaided Advertising Awareness Aided Advertising Awareness Brand Preference (choice) Brand Intent (expect to stay) Brand Usage (ever used and past 12 months usage) Analysis Awareness and preference data are available by hotel Brand, by Industry Segment, and can be tabulated for type of travel (total, business and leisure travel) and frequency of travel. Demographic information includes age, education, marital status, household composition, etc. For more information please e-mail us at: jcaldwell@dksa.com or call Jim Caldwell at (703) 536-0933 1750 Old Meadow Road · Suite 620 · McLean, Virginia 22102 ©2006 D.K. Shifflet & Associates, Ltd.