It is vitally important that we present our brand with a new market niche with a targeted consumer because the hotel

industry is currently plagued by a “sea of sameness.”

Currently our sample provides that a larger number of customers have light balanced US and leisure travel, yet

they only have an average of seven travel nights annually.

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Dendrogram

Class   Age  

Nights  US  Business  Travel  

Nights  Int  Business  Travel  

Nights  US  Leisure  Travel  

Nights  Int  Leisure  Travel  

1   28.667   4.438   1.566   4.576   2.239  2   39.088   16.347   13.340   12.585   13.946  3   48.989   4.709   0.661   8.284   1.421  4   42.609   69.261   2.826   4.913   1.870  

In addition, our sample provides that a heavy user has an average of 80 travel nights annually, yet this

only represents 13% of our customers and indicates an area of possible improvement and distinction.

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Dendrogram

Class   Age  

Nights  US  Business  Travel  

Nights  Int  Business  Travel  

Nights  US  Leisure  Travel  

Nights  Int  Leisure  Travel  

1   28.667   4.438   1.566   4.576   2.239  2   39.088   16.347   13.340   12.585   13.946  3   48.989   4.709   0.661   8.284   1.421  4   42.609   69.261   2.826   4.913   1.870  

Currently, our brand is perceived for its convenience and value, which is most important for a business traveler.

The current sentiment of our hotel brand suggests that our “convenience and value” factor is most recognizable to

customers because of their positive conversational volume that describes our hotel brand with “deals, offers and value.”

name Categories

service 3993

people 3104

quality 2495

price 2204

indifference 2203

points 1885

expectations 1378

difficulty 1354

attractiveness 1172

arousal 1121

pleasantness 844

word documents

deal 1954

offer 1358

place 1236

value 998

points 530

free 472

accomodation 428

easy 426

enjoy 411

location 390

Yet, only brand two performs well and it lacks critical distinction for its “convenience and value” compared to

competitors while brand one and three are underperforming.

The second most important category to our customers is guest experience, but we are underperforming in

comparison to our competitor brands.

Our negative conversational volume using words such as “bad, problems and rude” describes the sentiment of

customers and indicates the reason for underperformance in the “guest experience” factor because of service and

tonality issues.

name Categories

service 3993

people 3104

quality 2495

price 2204

indifference 2203

points 1885

expectations 1378

difficulty 1354

attractiveness 1172

arousal 1121

pleasantness 844

word documents

bad 370

problem 345

service 238

wrong 233

hate 225

indifferent 201

slow 200

rude 194

difficult 185

arrogant 174

Of our three client brands, brand two is more distinct in the “convenience and value” category, but it shares this distinction with two other competitor hotel brands.

v02-Always makes me feel welcome

v06-Shows appreciation for me through special recognition

v07-Regularly provides me with elements of delight & surprise

v08-Remembers me & my preferences

v09-Hassle free check-in

v10-Good value for the money

v13-Conveniently located

v30-Provides the level of attention I desire

v16-Has a Loyalty Program that enables me to earn points wherever

I travel

v18-Good for vacations & leisure travel

v19-Makes families feel welcome v21-Aesthetically appealing guest

rooms

v22-Has a Loyalty Program that provides good value

v23-Offers products & services to enhance my health & wellness

while traveling

v17-Offers multiple brands at different price & quality levels

v26-Has a Loyalty Program where I earn points for purchases I make

in the hotel

v27-Has a Loyalty Program that is easy to understand

v05-Helpful & Caring Employees

Hotel C

Hotel D

Hotel E

Hotel F

Client 1

Client 3

Hotel O

Hotel S

Client 2

Hotel G

Hotel W

-0.1

-0.05

0

0.05

0.1

-0.25 -0.2 -0.15 -0.1 -0.05 0 0.05 0.1 0.15

F2 (1

3.77

%)

F1 (59.98 %)

Symmetric plot (axes F1 and F2: 73.74 %)

Columns Rows

Of our three client brands, brand one and three are stuck in a sea of sameness and lack distinction in any of the three

relevant factors of “guest experience, convenience and value, and loyalty program.”

v02-Always makes me feel welcome

v06-Shows appreciation for me through special recognition

v07-Regularly provides me with elements of delight & surprise

v08-Remembers me & my preferences

v09-Hassle free check-in

v10-Good value for the money

v13-Conveniently located

v30-Provides the level of attention I desire

v16-Has a Loyalty Program that enables me to earn points wherever

I travel

v18-Good for vacations & leisure travel

v19-Makes families feel welcome v21-Aesthetically appealing guest

rooms

v22-Has a Loyalty Program that provides good value

v23-Offers products & services to enhance my health & wellness

while traveling

v17-Offers multiple brands at different price & quality levels

v26-Has a Loyalty Program where I earn points for purchases I make

in the hotel

v27-Has a Loyalty Program that is easy to understand

v05-Helpful & Caring Employees

Hotel C

Hotel D

Hotel E

Hotel F

Client 1

Client 3

Hotel O

Hotel S

Client 2

Hotel G

Hotel W

-0.1

-0.05

0

0.05

0.1

-0.25 -0.2 -0.15 -0.1 -0.05 0 0.05 0.1 0.15

F2 (1

3.77

%)

F1 (59.98 %)

Symmetric plot (axes F1 and F2: 73.74 %)

Columns Rows

There is uncontested space and an opportunity for our client brand in the “guest experience” category because it

has no current domination with any other hotel brand.

v02-Always makes me feel welcome

v06-Shows appreciation for me through special recognition

v07-Regularly provides me with elements of delight & surprise

v08-Remembers me & my preferences

v09-Hassle free check-in

v10-Good value for the money

v13-Conveniently located

v30-Provides the level of attention I desire

v16-Has a Loyalty Program that enables me to earn points wherever

I travel

v18-Good for vacations & leisure travel

v19-Makes families feel welcome v21-Aesthetically appealing guest

rooms

v22-Has a Loyalty Program that provides good value

v23-Offers products & services to enhance my health & wellness

while traveling

v17-Offers multiple brands at different price & quality levels

v26-Has a Loyalty Program where I earn points for purchases I make

in the hotel

v27-Has a Loyalty Program that is easy to understand

v05-Helpful & Caring Employees

Hotel C

Hotel D

Hotel E

Hotel F

Client 1

Client 3

Hotel O

Hotel S

Client 2

Hotel G

Hotel W

-0.1

-0.05

0

0.05

0.1

-0.25 -0.2 -0.15 -0.1 -0.05 0 0.05 0.1 0.15

F2 (1

3.77

%)

F1 (59.98 %)

Symmetric plot (axes F1 and F2: 73.74 %)

Columns Rows

Specifically, we need to seek the opportunity and position ourselves in the uncontested space of the “guest experience” factor and target business travelers

because of their heavy use, this is the blue ocean.

In order to access the blue ocean of the “guest experience” factor and target business travelers we must become more recognizable in the attribute of “welcoming” as it is a more

distinct vector in the hotel industry and is not currently dominated by other brands.

Caring  

Casual  

Gracious  

Elegant  

Professional  

RespecJul  

TradiLonal  

UnpretenLous  

Generous  

Welcoming  

AuthenLc  

Relaxing  Warm  

Reliable  

SophisLcated  

Trendy  

Pampered  

Comfortable  

Responsive  

Socially  responsible  

InnovaLve   CreaLve  

Luxurious  

Contemporary  

Client  1  

Client  2  

Client  3  

Hotel  C  Hotel  D  

Hotel  E  Hotel  F  

Hotel  G  

Hotel  O  

Hotel  S  

Hotel  W  

-0.8

-0.6

-0.4

-0.2

0

0.2

0.4

0.6

0.8

-1.5 -1 -0.5 0 0.5 1

F2

F1

Going forward, we must increase our focus on positive service and tonality to become more distinct in the “guest experience” category as the most

welcoming hotel for travelers, specifically the heavy use customers.