marketing-consulting Case Study
Do Travelers Value Hotel Sustainability and Corporate Social Responsibility?
The Client's Situation
Our client, a leading global hotel chain, currently employs extensive sustainability and corporate social responsibility (CSR) initiatives throughout its properties.
The Campaign
While committed to continuing these efforts, our client wondered whether travelers were aware of these programs and whether they impacted hotel choice.
Approach + Solution
Phoenix MI conducted an online survey with a panel sample of travelers in the U.S., U.K., Brazil and China, who were members of at least one hotel chain loyalty program and had patronized at least one of our client’s hotels in the last 12 months.
To enable the conduct of a MaxDiff analysis, we asked respondents to choose among sustainability and CSR initiatives. We also performed a Total Unduplicated Reach and Frequency (TURF) analysis to evaluate the incremental impact of each initiative on overall hotel choice.
Results
Our research demonstrated the importance of sustainability and CSR initiatives to hotel guests, and our client was able to implement the necessary changes to their policy to enable success.
Unfortunately, many of our client’s guests were not aware that the initiatives in question are in fact currently in place with our client, so more communication is recommended. In general, among the initiatives tested, those implemented as corporate-wide policy had more impact on hotel choice than initiatives in a hotel’s local community.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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