What Do Guests Look for in a Hotel? a Multi-Attribute Approach

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This study assesses the relative strengths and weaknesses of a hotel, Holiday Inn, as viewed by two customer segments: business travelers and vacationers. The evaluation is based on the analytical framework of importance-performance analysis using 28 hotel attributes. Despite some differences, there are a number of similarities between the two segments in terms of the attributes they rely on when choosing a hotel and how they evaluate Holiday Inn on these attributes. These insights are important to the management in designing pointed strategies to better serve the needs of their guests.