Global Hotels Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

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Market	Travel
Report Type	Market Research
Country	Global
Published	18 September 2009
Number of Pages	108
Report Delivery	Email
Delivery Lead Time	-
Publisher	ICD Research

The Hotel Industry Is Generally Optimistic About the Recovery of the Global Economy

"Global Hotels Industry Outlook to 2010: Marketing & Sales Strategies and the Impact of Recession and Recovery" is a new report published by ICD Research that analyzes how equipment, materials and service suppliers media spend, marketing and sales strategies & practices and business are being affected by the recession. In an uncertain economic climate this report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers to the hotels industry. The report also identifies hotel owner, operator and management companies and suppliers future growth, M&A and investment expectations. The research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Scope

- The opinions and forward looking statements of 125 hotel company respondents have been captured in our in-depth survey, of which 85% represent Directors, C-levels & Departmental Heads
- This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by hotel owner, operator and management companies and industry suppliers worldwide
- The report examines current practices and provides future expectations over the next 12-24 months
- The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
- Key topics covered include media spend activity, marketing and sales behaviors & strategies by hotel owner, operator and management companies and how these have been affected by the recession, as well as threats & opportunities, investment outlook and business confidence among both buyers and suppliers.
- In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats
- The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
- The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East

Highlights

- 42% of industry players are looking to increase their marketing expenditure over the next 12 months, with 40% looking to decrease it
- 25% of industry players are adapting product portfolios or positioning to meet clients cost pressures
- 61% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current business climate can give their company an edge

Reasons to buy

- Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
- Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
- Better promote your business by aligning your capabilities and business practices with your customer’s changing needs during these times of market uncertainty
- Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the hotel industry
- Effectively plan your business strategies
- Predict how the industry will grow, consolidate and where it will stagnate
- Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

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£2,531.16	Site License Site License An electronic version (mostly PDF, but can be Excel or PPT). Where the report(s) is intended for use by more than one individual, across for example, a site, an office, or a division or country.
£3,796.74	Corporate License Corporate License An electronic version (mostly PDF, but can be Excel or PPT). Where the report(s) is/are intended for use by an organisation in its entirety. For example, if reports are put on an Intranet or if they are distributed or used by more than one office, division, or country operation, then a Corporate Licence is required.

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1 Table of Contents 2
1.1 List of Tables 4
1.2 List of Figures 7
2 Introduction 9
2.1 What is This Report About? 9
2.2 Methodology 9
2.3 Profile of Survey Respondents 10
3 Executive Summary 14
3.1 The Hotel Industry Is Generally Optimistic About the Recovery of the Global Economy 14
3.2 Buyers in the Industry Are More Optimistic About Revenue Growth than Suppliers 14
3.3 Hotel Industry Buyer Companies Will Be Increasing Marketing Spend Over the Next 12 Months 14
3.4 Industry Players Face a Number of Key Challenges Due to the Recession 15
3.5 Buyers Are Adapting Their Marketing and Sales Strategies during Recession and Recovery to Face Immediate Business Concerns 16
4 Economic Outlook and Confidence 17
4.1 Global Economy Recovery Expectations 17
4.2 Revenue Growth Expectations 21
5 Hotel Industry Investment Outlook 26
5.1 Fastest and Slowest Growing Markets 26
5.2 M&A Activity Predictions 32
5.3 Suppliers’ Industry Outlook 34
6 Recession: Threats and Opportunities for the Hotel Industry 37
6.1 Leading Business Concerns Due to Recession 37
6.2 Key Actions to Overcome Business Threats 40
6.3 Key Actions to Maintain and Win Buyer Business 44
6.4 Leading Recession-Related Business Opportunities 52
7 Marketing Spend Activity 57
7.1 Annual Marketing Budgets: Buyers 57
7.2 Expected Change in Marketing Expenditure Levels: Buyers to the Industry 62
7.3 Change in Expenditure By Media Channel: Suppliers to the Industry 67
7.4 Future Investment in Marketing and Sales Technology: Buyers to the Industry 72
8 Marketing and Sales Behaviors and Strategies and the Impact of Recession and Recovery 78
8.1 Key Marketing Aims: Hotel Industry Players 78
8.2 Marketing and Sales Practices During Recession and Recovery: Hotel Industry Players 82
8.3 Expected Adaptations to Marketing Activities During Recession and Recovery: Hotel Industry Players 87
8.4 Critical Success Factors for Choosing a Marketing Agency: Hotel Industry Players 95
8.5 Marketing Attitudes and Approaches: Hotel Industry Players 100
9 Appendix 102
9.1 Full Survey Results-Closed Questions 102
9.2 Methodology 107
9.3 Contact Us 108
9.4 About Global Markets Direct 108
9.5 Disclaimer 108

1.1 List of Tables
Table 1: Count of Global Hotel Industry Survey Respondents By Company Type (Number of Respondents), 2009 Industry Survey 10
Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Hotel Industry, 2009 10
Table 3: Buyer Respondents By Organizations’ Global Turnover (% Buyer Respondents), Global Hotel Industry, 2009 11
Table 4: Buyer Respondents By Organizations’ Total Number of Employees (% Buyer Respondents), Global Hotel Industry, 2009 11
Table 5: Buyer Respondents By Number of Rooms Managed or Franchised Worldwide (% Buyer Respondents), Global Hotel Industry,2009 12
Table 6: Buyer Respondents By Primary Hotel Segment Operating in (% Buyer Respondents),Global Hotel Industry, 2009 12
Table 7: Supplier Respondents By Job Role (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 8: Supplier Respondents By Organizations’ Global Turnover (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 9: Supplier Respondents By Organizations’ Total Number of Employees (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 10: Global Hotel Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 19
Table 11: Global Hotel Industry Expectations of Global Economy Recovery Timings By Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 21
Table 12: Company Revenue Growth Optimism By Global Hotel Industry Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 23
Table 13: Company Revenue Growth Optimism in the Global Hotel Industry By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 24
Table 14: Hotel Company Revenue Growth Optimism in the Global Hotel Industry By Number of Rooms Managed or Franchised Worldwide (% Buyer Respondents), 2009 25
Table 15: Hotel Company Revenue Growth Optimism in the Global Hotel Industry By Primary Hotel Segment Operating In (% Buyer Respondents), 2009 25
Table 16: Hotel Management Company / Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Management Company / Owner / Operator Respondents), 2009 28
Table 17: Hotel Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Industry Supplier Respondents), 2009 31
Table 18: Key Growth Areas in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 35
Table 19: Key Declining Areas in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 36
Table 20: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 39
Table 21: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis Of All Respondents), 2009 41
Table 22: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry – Senior-Level Responses Only (Analysis Of CEO / MD / Director / Vice President / Board-Level Respondents), 2009 42
Table 23: Most Important Actions Being Implemented By Hotel Industry Suppliers to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis of Hotel Industry Supplier Respondents), 2009 43
Table 24: Most Important Actions Being Implemented By Hotel Management Companies / Owners / Operators to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis of Hotel Management Companies / Operators / Owners Respondents), 2009 44
Table 25: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Supplier Responses Versus All Buyer Responses (% All Respondents) 47
Table 26: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of Buyer Respondents By Company Turnover (% Buyer Respondents), 2009 48
Table 27: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2009 49
Table 28: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009 51
Table 29: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents with Purchasing Decision Influence), 2009 52
Table 30: Leading Business Opportunities During the Recession in the Global Hotel Industry (Analysis of All Respondents), 2009 53
Table 29: Leading Business Opportunities During the Recession in the Global Hotel Industry – Senior-Level Responses Only (Analysis of CEO / MD / Director / Vice President / Board-Level Respondents), 2009 54
Table 30: Leading Business Opportunities for Hotel Industry Suppliers During the Recession in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 55
Table 31: Leading Business Opportunities for Hotel Management Companies / Operators / Owners During the Recession in the Hotel Industry (Analysis of Buyer Respondents), 2009 56
Table 32: Annual Marketing Budget in US$ By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 60
Table 33: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 62
Table 34: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 65
Table 35: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 66
Table 36: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 69
Table 37: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents),Global Hotel Industry,2009 75
Table 38: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 77
Table 39: Key Marketing Aims Over the Next Year: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 79
Table 40: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 84
Table 41: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 86
Table 42: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 90
Table 43: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 92
Table 44: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Hotel Industry, 2009 98
Table 45: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 99
Table 46: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 100
Table 47: Marketing Attitudes and Approaches: Level of Agreement with the Following Statements: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 101
Table 48: Full Survey Results-Closed Questions 102

1.2 List of Figures
Figure 1: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers (% All Respondents), 2009 15
Figure 2: Global Hotel Industry Expectations Of Global Economy Recovery Timings (% All Respondents), 2009 18
Figure 3: Global Hotel Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 19
Figure 4: Global Hotel Industry Expectations of Global Economy Recovery Timings By Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 20
Figure 5: Company Revenue Growth Optimism in the Global Hotel Industry (% All Respondents), 2009 22
Figure 6: Company Revenue Growth Optimism By Global Hotel Industry Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 23
Figure 7: Company Revenue Growth Optimism in the Global Hotel Industry By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 24
Figure 8: Hotel Management Company / Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Management Company / Owner / Operator Respondents), 2009 27
Figure 9: Hotel Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Industry Supplier Respondents), 2009 30
Figure 10: M&A Activity Expectations Over the Next 12 Months in the Global Hotel Management Company / Owner / Operator Industry (% Hotel Management Company / Owner / Operator Industry Respondents), 2009 33
Figure 11: M&A Activity Expectations Over the Next 12 Months in the Global Hotel Industry Supplier Industry (% Hotel Industry Supplier Industry Respondents), 2009 34
Figure 12: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers (% All Respondents), 2009 38
Figure 13: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Supplier Responses Versus All Buyer Responses (% All Respondents), 2009 46
Figure 14: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009 50
Figure 15: Annual Marketing Budget in US$: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 58
Figure 16: Annual Marketing Budget in US$ By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 59
Figure 17: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 61
Figure 18: Expected % Change In Marketing Expenditure Levels Over the Next 12 Months: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 63
Figure 19: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 64
Figure 20: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 66
Figure 21: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 68
Figure 22: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 70
Figure 23: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 72
Figure 24: Expected Marketing & Sales Technologies To Invest In Over The Next 12 Months: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 73
Figure 25: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 74
Figure 26: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 76
Figure 27: Key Marketing Aims Over the Next Year: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 79
Figure 28: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Hotel Industry, 2009 80
Figure 29: Most Important Key Marketing Aims Over the Next Year By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 81
Figure 30: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 82
Figure 31: Most Rated New Media Channels for New Business Generation: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 83
Figure 32: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 84
Figure 33: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 85
Figure 34: Importance of ROI Metric Types for Measuring Media Campaigns: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 87
Figure 35: Expected Adaptations to Marketing Activities During Recession and Recovery: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 88
Figure 36: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 89
Figure 37: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 91
Figure 38: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 93
Figure 39: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Hotel Industry, 2009 94
Figure 40: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Hotel Industry, 2009 95
Figure 41: Critical Success Factors for Choosing a Marketing Agency: Hotel Management Company / Owner / Operator (% Buyer Respondents), Global Hotel Industry, 2009 96
Figure 42: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Hotel Industry, 2009 97

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