The Challenge

A well-known US luxury hotel realized that its current offerings had become ineffective in attracting its target demographic, business travelers, resulting in lower overall market share and profitability relative to its competition.

Management needed to get a better
understanding of:

How do interests and needs of luxury hotel consumers changed over time?

How well do the hotel’s current offerings matched their target market’s needs, and where have they missed the mark?

How the hotel compared to its closest competitors on the amenities its customers prefer the most?

What key elements of a superior customer experience were missing from its current offerings?

How much business travelers were willing to pay for a revitalized hotel experience?

What strategies would best support the hotel’s efforts to increase its market share among its target demographics?

The Findings

Awareness is high, with 77% of respondents having heard of the hotel and 25% of those have visited the property.

After reviewing the hotel property’s offerings, over two-thirds (68%) are interested in this hotel and they are willing to pay a much higher room rate than what is currently listed.

Messages promoting the luxury hotel should give strong emphasis to it being newly renovated, feature the property’s location, and geared towards affluent adults.

The Solution

The Olinger Group employed its customized brand experience approach to identify the expectations of today’s luxury hotel consumers, developing an appealing positioning, messaging, and pricing strategy to attract more business travelers and maximize overall market potential.

The Outcome

Research revealed their current advertising featuring families was keeping adult and business travelers away. The hotel concluded that focusing on messaging that is more adult-oriented and business oriented would allow them to raise their average daily rate.

A comprehensive analysis of consumer needs revealed several potential strategies to help the hotel develop new amenities and position the overall offering to capture an increased share of visits among the hotel’s most prized customers.

Today, the hotel has seen revitalized financial performance, capturing significant increases in visits and a higher average spend per night relative to its top competitors.

All Our Case Studies

2022-01-14T17:42:24-06:00
plate of fruit and vegetables with exercise equipment and water bottle

Diabetes Support Program

Based on findings the company was able to optimize the features and benefits being offered. The program was re-developed to be more customized to help patients manage medication, diet effectively, and maintain positive behaviors while living with diabetes.

2022-01-14T07:07:57-06:00
woman cheering while looking at her mobile phone

Health and Wellness Rewards Program

Research results provided by The Olinger Group enabled the company to restructure its online app to integrate the new wellness rewards program concept, incorporating suggestions directly from healthcare consumers.

2022-01-14T07:08:43-06:00
woman with shopping bags walking into a shopping mall

Luxury Shopping Center

The research revealed that the shopping center is viewed as a destination and social hub based on its wide variety of stores and restaurants. While locals identified several pain points, such as a lack of sufficient parking and poor customer service in the high-end stores, participants found no urgent need for major structural improvements.

2022-01-14T07:09:40-06:00
kitchen counter with shelf and fresh herbs and coffee pot and toaster on counter

Porcelanosa Annual Sale

After digging deeper to get the customers’ point of view, it was uncovered that awareness of the annual sale was strong among customers and prospects, driven by Porcelanosa’s targeted mail-based advertising campaign conducted in the weeks prior to the sale.

2022-01-14T07:10:19-06:00
couple eating breakfast looking out a picture window in a hotel room

Luxury Hotel

Research revealed their current advertising featuring families was keeping adult and business travelers away. The hotel concluded that focusing on messaging that is more adult-oriented and business oriented would allow them to raise their average daily rate.

2022-01-14T07:11:03-06:00
hotel del coronado hotel resort picture on lawn

Hotel del Coronado

After incorporating The Olinger Group’s research findings into its marketing strategy, including adding new design features into the construction plans, the resort was able to completely sellout its inventory of 75 oceanfront luxury units, priced between $1.3MM and $5.2MM per unit, in just five weeks, well before construction was completed.

Let’s Make Things Happen

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The Olinger Group

504.208.4300

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