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LODGING IMAGE/MonitorSM Consumer Perceptions of Lodging Brands Background & Methodology The DIRECTIONS® LODGING IMAGE/MonitorSM is a monthly traveler perception tracking study designed to provide reliable attitudinal brand information to marketers in the travel and lodging industry. DKS&A tracks image ratings for 30 hotel chains on 22 separate attributes. The LODGING IMAGE/MonitorSM Study is conducted by mail. A minimum of 80,000 questionnaires are mailed out each year. All surveys are obtained from a random U.S. population sample and the data is balanced by household demographics regionally. Frequency of General Hotel Usage & Price Range Respondents list the number of nights spent in hotels at four listed price ranges, for both business and leisure for the past 12 months. The four 2003 price ranges are: 1) Under $67, 2) $67-$95, 3) $96-$147, 4) $148+. Recent and Extended Usage by Brand Respondents are classified according to how recently they stayed at a specific hotel/motel. The categories are: Have stayed at the chain in the last 12 months Have stayed at the chain within the last two years Have ever stayed at the chain, but not for the past 2 years ("rejectors") Have ever stayed at the chain Brands Baymont Econo Lodge Knights Inn Residence Inn Best Western Embassy Suites La Quinta Sheraton Clarion Fairfield Inn Marriott Sleep Inn Comfort Inn Hampton Inn Motel 6 Sofitel Courtyard Hilton Novotel Super 8 Crowne Plaza Holiday Inn Quality Inn Travelodge Days Inn Holiday Inn Express Radisson Country Inns & Suites Doubletree Howard Johnson Ramada 4 Points by Sheraton Drury Inns Hyatt Red Roof Westin Attributes Respondents rate specific hotels/motels they have stayed in on 23 attributes: Overall Acceptance Summary Overall Building & Grounds Summary Overall Satisfaction Safe Feeling From Harm Consistent Quality Throughout Chain Clean Hotel Value for the Money Well-Maintained Hotel Sophisticated Design & Cuisine Attractive Building & Grounds   Convenient Location Overall Service Summary   Overall Service Quality Overall Room Summary Fast Check-In Newer, Modern Rooms Fast Check-Out Attractive Room Decor Friendly & Helpful Staff Everything in Room Works Efficiency of the Reservation System A Quiet Room   In-Room Technology Overall Price/Value Impact Summary   Value for the Money Frequent Guest Club Low Prices     Loyalty   Intent to Stay   Annual Nights Share 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.