A Major international chain of hotels wanted to understand its customer base and specifically wanted to understand what drives them to choose a hotel they prefer to stay in.

• This project took 3 months for completion with the majority of time being spent on data collection and included a team of 10 members.
• We built and delivered a Excel simulator with which they could test and analyze different scenarios and “what if” conditions to come up with an optimized service approach for different types of customers.
• AbsolutData Designed & Executed online surveys, which were spread over 8 countries and 3 continents to gather relevant Data for different types of target customers such as which included Business tourists, Holiday tourists and Hotel’s Privileged Members.
• The questionnaire was focused around gathering psychographic data like needs, attitudes, and preferences.
• Customers were analyzed by their preference towards a particular brand. This was done using:
  • Maxdiff Conjoint Analysis
  • Preference Segmentation using Maxdiff scores
• Customers were also analyzed to determine their Choice Drivers. This was done using:
  • Key Driver analysis using Logistic Regression.
  • Funnel analysis using Multinomial Logistic Regression which would help in pushing customers to deeper levels of engagement.

The client plans to refurbish their marketing strategy based on the understanding of the preference of customers and their choice drives that we provided through our analysis.