Back to Explore

Recent Study Finds Marriott Leads Share of Room Nights in U.S – Takes Top Spot from Best Western

November 5, 2013

The 2013 year-to-date results of Hotel BASE, a monthly hotel tracking study conducted by Phoenix Marketing International, indicates that the full service Marriott brand has the greatest overall share of hotel guest room nights in the U.S.

Hotel BASE tracks almost 100 hotel brands in the U.S. and Canada and has been conducted continuously since 2003. Through September 2013, Marriott Hotels has a 7.3% share of all guest room nights, meaning that hotel guests “give” the Marriott flagship brand 7.3% of their total room nights. Best Western’s share of room nights edged slightly down to 7.1% in the most recent wave of the study.

“When you include Marriott’s other brands (Courtyard, SpringHill Suites, Residence Inn, to name a few), the company’s share of room nights is higher than 7.3% but the signature brand, Marriott Hotels, is the single brand leader in the category,” according to John Antonello, Managing Director of the Travel Division of Phoenix Marketing International.

While Marriott currently has the edge in the USA., in Canada it’s another story. Best Western receives a commanding 16% share of room nights from Canadians followed by Holiday Inn and Holiday Inn Express, both at 6% each.

Phoenix reports that overall, about 25% of the US adult population stays in a hotel in any given month with some variance based on seasonality. According to Antonello, “With all the hotel brand options available to consumers and more coming on the market all the time, it’s quite an achievement for any single brand to rise above single digits for share of room nights. Of course distribution plays a critical role in room night share but other factors that Phoenix continuously tracks, including the availability of various hotel amenities and services and a well-developed frequent guest program play an important role in where consumers choose to stay.”

About Phoenix Marketing International

Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology & Media, Restaurant, and Travel/Leisure sectors. From the strategic definition of consumer needs to effective marketing program implementation, PMI provides profit-driven market solutions and is committed to maximizing a client’s Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and Chief Research Officer Martha Rea, Phoenix Marketing International has established its global presence with offices in major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.

Back to Explore
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.