Hotel survey results reveal the best target market through demographic information on age, education and income. The survey also reveals psychographics for lifestyles, social class and purpose of travel.

Hotel marketers and managers can improve their marketing and services by better understanding their target market.

The Center of Hospitality Research, at Cornell University, administered the hotel survey.

Hotel Survey Results on Age

Half of all hotel customers are between age 41 and 55. Less than a quarter (20.5%) are younger, while almost a third (30%) are older. Thus, most hotel customers are in the Boomer generation.

Hotel Survey Results on Education

Most (61%) hotel customers are college educated. Almost 20 percent have one degree and 13 percent have at least two degrees. Another quarter have attended college, but not completed a degree. Of the remaining, less than two percent failed to graduate from high school.

Hotel Survey Results 3 - Income

Only 15 percent of hotel customers earn less than $25,000 annually. The largest percentage (43.9) have incomes between $25,000 and $50,000. People whose incomes exceed $50,000 composed the next largest (41.1) percent of hotel customers.

Hotel Survey Results 4 - Social Class and Lifestyle

Income and education results from the Cornell survey indicate that most hotel customers are middle class and in the Achiever lifestyle.

Hotel Survey Results on Business versus Leisure Travel

Three times as many hotel customers travel for leisure as for business.

Hotel Survey Results on Hotels' Best Target Market

Together the above results reveal that the best target market for hotel customers today is middle-aged Boomers. This target market consists of college-educated professionals, who are willing to spend time and money to have fun with their family and friends.

This target market deserves the most attention from hotel marketers and managers. Both marketing and on-site services and activities should be designed for this target market.