Synopsis
• This report is the result of an extensive survey drawn from Timetric’s exclusive panel of leading hotel industry executives. The opinions and forward looking statements of 162 industry executives have been captured in our in-depth survey, of which 48% represent Director and C-level respondents.
• The research is based on primary survey research conducted by Timetric accessing its B2B panels comprised of senior marketing decision makers and leading supplier organizations.
• The geographical scope of the research is global - drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa and Middle East.
• The report covers data and analysis on supplier media budgets, marketing and sales strategies and business practices.
• Key topics covered include hotel industry media spend activity, marketing and sales behaviors and strategies by suppliers, as well as threats and opportunities, economic outlook and business confidence.
• In the report, buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats.
• The report examines current practices and provides future expectations over the next 12–24 months.
• The report provides qualitative analysis of the key industry threats and opportunities and contains full survey results.
Summary
“Global Hotel Supplier Industry Outlook Survey 2012–2013: Industry Dynamics, Market Trends and Opportunities, Marketing Spend and Sales Strategies in Hotel Industry” is a new report by Timetric that analyzes how supplier media spend, marketing and sales strategies and business practices are set to change in the hotel industry during 2012–2013. This report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers. The report also identifies future growth of buyers and suppliers, M&A and investment expectations. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and size.
Scope
The report features the opinions of global hotel industry respondents related to the following:
• Revenue growth and future developments in business structure
• Merger and acquisition activity
• Capital expenditure and change in staff recruitment activity
• Key regions of growth
• Key industry threats and opportunities
• Annual marketing budgets and change in marketing expenditure
• Future spending outlook on media channels
• Marketing agency selection criteria
Reasons To Buy
• Benchmark your sales and marketing spend with industry peers to effectively determine strategy.
• Identify the specific marketing approaches your competitors are using to win business.
• Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.
• Secure stronger customer relationships by understanding the leading business concerns and changing strategies of hotel industry buyers and suppliers.
• Project how the industry will grow, consolidate and where it will stagnate.
• Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry.
Key Highlights
• China, India and Russia are estimated to be the fastest growing regions among developing countries for the hotel industry. The relatively lower levels of public debt in these regions, leading economic growth, expansion of business activities into emerging markets, changing consumer lifestyles and increasing disposable incomes are fueling growth.
• A total of 56% of respondents expect their companies to increase their marketing expenditure over the next 12 months, with only 7% looking to decrease it.
• Overall, in the process of choosing marketing agencies, the ‘ability to generate leads or setup customer meetings’ is considered the most important factor by 40% of global hotel industry suppliers.
Companies Mentioned
Intercontinental Hotels Group
Accor
Premier Inn
Starwood Hotels & Resorts
Mandarin Oriental Hotel Group
Hilton Worldwide
Travelodge Hotels Ltd
Holiday Inn Express Hotels
Global Hotel And Lodging Industry
Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Methodology
1) Online Survey
2) Secondary Research
3) Data Analysis and Report Writing
4) Quality Control
A) Templates
B) QC Process
1.4 Profile of Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
3 Hotel Industry Dynamics
3.1 Revenue Growth Expectations
3.1.1 Revenue growth expectations by company type
3.1.2 Revenue growth expectations by region
3.1.3 Revenue growth expectations by company turnover
3.1.4 Revenue growth expectations of senior-level respondents
3.2 Future Developments in Business Structure
3.2.1 Future developments in business structure by buyers
3.2.2 Future developments in business structure by suppliers
3.3 Capital Expenditure Expectations
3.3.1 Capital expenditure expectations by buyers
3.3.2 Capital expenditure expectations by suppliers
3.3.3 Capital expenditure estimation by region
3.3.4 Capital expenditure estimation by company turnover
3.4 Planned Change in Staff Recruitment
3.4.1 Planned change in staff recruitment by buyers
3.4.2 Planned change in staff recruitment by suppliers
3.4.3 Planned change in staff recruitment by region
3.4.4 Planned change in staff recruitment by company turnover
3.5 Merger and Acquisition Activity Expectations
3.5.1 Merger and acquisition activity expectations of buyers
3.5.2 Merger and acquisition activity expectations of suppliers
3.5.3 Merger and acquisition activity expectations by region
3.5.4 Merger and acquisition activity expectations by company turnover
4 Hotel Market Growth Outlook
4.1 Demand in Emerging Markets
4.1.1 Demand in emerging markets by buyers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.2 Growth Expectations in Developed Countries
4.2.1 Growth expectations in developed countries by buyers
4.2.2 Growth expectations in developed countries by suppliers
4.2.3 Growth expectations in developed countries by region
4.2.4 Growth expectations in developed countries by company turnover
5 Threats and Opportunities for the Hotel Industry
5.1 Leading Business Concerns for 2012–2013
5.1.1 Leading business concerns by company type
5.1.2 Leading business concerns by region
5.1.3 Leading business concerns by company turnover
5.2 Key Supplier Actions to Maintain and Secure Buyer Business
5.2.1 Actions to maintain and secure buyer business
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by company turnover
5.2.4 Actions to maintain and secure buyer business by procurement budget
5.2.5 Actions to maintain and secure buyer business by senior-level respondents
5.3 Key Variations in Operational Costs
5.3.1 Key variations in operational costs of buyers
5.3.2 Key variations in operational costs of suppliers
5.3.3 Key variations in operational costs by region
5.3.4 Key variations in operational costs by company turnover
5.4 Impact of Costs on Product Pricing
5.4.1 Impact of costs on product pricing by buyers
5.4.2 Impact of costs on product pricing by suppliers
6 Hotel Suppliers’ Marketing Expenditure Activity
6.1 Annual Marketing Budgets of Hotel Suppliers
6.1.1 Annual marketing budgets by region
6.1.2 Annual marketing budgets by company turnover
6.2 Planned Change in Marketing Expenditure
6.2.1 Planned change in marketing expenditure levels by suppliers
6.2.2 Planned change in marketing expenditure levels by region
6.2.3 Planned change in marketing expenditure levels by company turnover
6.2.4 Planned change in marketing expenditure levels by revenue growth expectations
6.3 Future Investment in Media Channels
6.3.1 Future investment by media channels by region
6.3.2 Future investment by media channels by company turnover
6.4 Future Investment in Marketing and Sales Technology
6.4.1 Planned investment in marketing and sales technologies by region
6.4.2 Planned investment in marketing and sales technologies by company turnover
7 Marketing and Sales Behaviors and Strategies in 2012–2013
7.1 Key Marketing Aims of Suppliers for 2012?2013
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by company turnover
7.1.3 Key marketing aims by revenue growth expectations
7.2 Essential Amendments to Marketing Activities in 2012–2013
7.2.1 Amendments to marketing activities
7.2.2 Amendments to marketing activities by region
7.2.3 Amendments to marketing activities by company turnover
7.3 Best Use of New Media for Business Prospects
7.3.1 Best use of new media by suppliers
7.3.2 Best use of new media by region
7.3.3 Best use of new media by company turnover
7.4 Critical Success Factors for Choosing a Marketing Agency
7.4.1 Critical success factors by suppliers
7.4.2 Critical success factors by region
7.4.3 Critical success factors by company turnover
8 Appendix
8.1 Full Survey Results
8.2 Methodology
8.3 Contact Us
8.4 About Timetric
8.5 Disclaimer
List of Tables
Table 1: Total Global Hotel Industry Survey Respondents by Company Type, 2012
Table 2: Global Hotel Industry Buyer Respondents by Job Role (%), 2012
Table 3: Global Hotel Industry Buyer Respondents by Company Turnover (%), 2012
Table 4: Global Hotel Industry Buyer Respondents by Region (%), 2012
Table 5: Global Hotel Supplier Respondents by Job Role (%), 2012
Table 6: Global Hotel Supplier Respondents by Company Turnover (%), 2012
Table 7: Global Hotel Supplier Respondents by Region (%), 2012
Table 8: Revenue Growth Optimism (%), 2009–2012
Table 9: Revenue Growth Optimism by Hotel Owners and Operators (%), 2009–2012
Table 10: Revenue Growth Optimism by Hotel Suppliers (%), 2009–2012
Table 11: Revenue Growth Optimism by Region (%), 2012
Table 12: Revenue Growth Optimism by Company Turnover (%), 2012
Table 13: Revenue Growth Optimism of Senior-Level Respondents (%), 2012
Table 14: Future Developments in Business Structure by Hotel Owners and Operators (%), 2012
Table 15: Future Developments in Business Structure by Hotel Suppliers (%), 2012
Table 16: Capital Expenditure Expectations by Hotel Owners and Operators (%), 2012
Table 17: Capital Expenditure Expectations by Hotel Suppliers (%), 2012
Table 18: Capital Expenditure Expectations by Region (%), 2012
Table 19: Capital Expenditure Expectations by Company Turnover (%), 2012
Table 20: Planned Change in Staff Recruitment by Hotel Owners and Operators (%), 2012
Table 21: Planned Change in Staff Recruitment by Hotel Suppliers (%), 2012
Table 22: Planned Change in Staff Recruitment by Region (%), 2012
Table 23: Planned Change in Staff Recruitment by Company Turnover (%), 2012
Table 24: Merger and Acquisition Activity Expectations of Hotel Owners and Operators (%), 2009–2012
Table 25: Merger and Acquisition Activity Expectations of Hotel Suppliers (%), 2009–2012
Table 26: Merger and Acquisition Activity Expectations by Region (%), 2012
Table 27: Merger and Acquisition Activity Expectations by Company Turnover, 2012
Table 28: Demand in Emerging Markets by Hotel Owners and Operators (%), 2012
Table 29: Demand in Emerging Markets by Hotel Suppliers (%), 2012
Table 30: Growth Expectations in Developed Countries by Hotel Owners and Operators (%), 2012
Table 31: Growth Expectations in Developed Countries by Hotel Suppliers (%), 2012
Table 32: Leading Business Concerns in the Global Hotel Industry (%), 2009–2012
Table 33: Leading Business Concerns by Company Type (%), 2012–2013
Table 34: Leading Business Concerns by Region (%), 2012–2013
Table 35: Leading Business Concerns by Company Turnover (%), 2012–2013
Table 36: Actions to Maintain and Secure Business by Buyer and Supplier Responses (%), 2012
Table 37: Actions to Maintain and Secure Buyer Business by Region (%), 2012
Table 38: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2012
Table 39: Actions to Maintain and Secure Buyer Business by Procurement Budget (%), 2012
Table 40: Key Variations in Operational Costs of Hotel Owners and Operators (%), 2012
Table 41: Key Variations in Operational Costs of Hotel Suppliers (%), 2012
Table 42: Key Variations in Operational Costs by Region (% ‘Increase’ Responses), 2012
Table 43: Key Variations in Operational Costs by Company Turnover (% ‘Increase’ Responses), 2012
Table 44: Impact of Costs on Product Pricing by Hotel Owners and Operators (%), 2012
Table 45: Impact of Costs on Product Pricing by Hotel Suppliers (%), 2012
Table 46: Annual Marketing Budgets of Hotel Suppliers (%), 2009?2012
Table 47: Annual Marketing Budgets by Region (%), 2012
Table 48: Annual Marketing Budgets by Company Turnover (%), 2012
Table 49: Planned Change in Marketing Expenditure: Hotel Suppliers (%), 2010?2012
Table 50: Planned Change in Marketing Expenditure Levels by Region (%), 2012
Table 51: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2012
Table 52: Planned Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2012
Table 53: Future Investment in Media Channels of Hotel Suppliers, 2012
Table 54: Planned Investment in Marketing and Sales Technologies by Hotel Suppliers (%), 2012
Table 55: Planned Investment in Marketing and Sales Technologies by Region (%), 2012
Table 56: Planned Investment in Marketing and Sales Technologies by Company Turnover (%), 2012
Table 57: Key Marketing Aims of Hotel Suppliers (%), 2012
Table 58: Key Marketing Aims by Revenue Growth Expectations (% ‘Important’ Responses), 2012
Table 59: Amendments to Marketing Activities by Hotel Suppliers (%), 2012–2013
Table 60: Amendments to Marketing Activities by Region (%), 2012–2013
Table 61: Amendments to Marketing Activities by Company Turnover (%), 2012–2013
Table 62: Best Use of New Media by Hotel Suppliers (%), 2012
Table 63: Best Use of New Media by Region (%), 2012
Table 64: Best Use of New Media by Company Turnover (%), 2012
Table 65: Critical Success Factors of Hotel Suppliers (%), 2009?2012
Table 66: Critical Success Factors by Region (%), 2012
Table 67: Critical Success Factors by Company Turnover (%), 2012
Table 68: Survey Results – Closed Questions
List of Figures
Figure 1: Revenue Growth Optimism (%), 2009–2012
Figure 2: Revenue Growth Optimism by Company Type (%), 2009–2012
Figure 3: Revenue Growth Optimism by Region (%), 2012
Figure 4: Revenue Growth Optimism by Company Turnover (%), 2012
Figure 5: Revenue Growth Optimism of Senior-Level Respondents (%), 2012
Figure 6: Future Developments in Business Structure by Hotel Owners and Operators (%), 2012
Figure 7: Future Developments in Business Structure by Hotel Suppliers (%), 2012
Figure 8: Capital Expenditure Expectations by Hotel Owners and Operators (%), 2012
Figure 9: Capital Expenditure Expectations by Hotel Suppliers (%), 2012
Figure 10: Capital Expenditure Expectations by Region (%), 2012
Figure 11: Capital Expenditure Expectations by Company Turnover (%), 2012
Figure 12: Planned Change in Staff Recruitment by Hotel Owners and Operators (%), 2012
Figure 13: Planned Change in Staff Recruitment by Hotel Suppliers (%), 2012
Figure 14: Planned Change in Staff Recruitment by Region (%), 2012
Figure 15: Planned Change in Staff Recruitment by Company Turnover (%), 2012
Figure 16: Merger and Acquisition Activity Expectations of Hotel Owners and Operators (%), 2009–2012
Figure 17: Merger and Acquisition Activity Expectations of Hotel Suppliers (%), 2009–2012
Figure 18: Merger and Acquisition Activity Expectations by Region (%), 2012
Figure 19: Merger and Acquisition Activity Expectations by Company Turnover, 2012
Figure 20: Leading Countries for Growth in the Global Hotel Industry, 2012
Figure 21: Five Leading Emerging Countries in the Global Hotel Industry (%), 2012
Figure 22: Demand in Emerging Markets by Hotel Owners and Operators (%), 2012
Figure 23: Demand in Emerging Markets by Hotel Suppliers (%), 2012
Figure 24: Demand in Emerging Markets by Region (%), 2012
Figure 25: Demand in Emerging Markets by Company Turnover (%), 2012
Figure 26: Growth Expectations in Developed Countries by Hotel Owners and Operators (%), 2012
Figure 27: Growth Expectations in Developed Countries by Hotel Suppliers (%), 2012
Figure 28: Growth Expectations in Developed Countries by Region (% 'Increase' Responses), 2012
Figure 29: Growth Expectations in Developed Countries by Company Turnover (% 'Increase' Responses), 2012
Figure 30: Five Leading Business Concerns in the Global Hotel Industry, 2012–2013
Figure 31: Leading Business Concerns in the Global Hotel Industry (%), 2012–2013
Figure 32: Leading Business Concerns by Company Type (%), 2012–2013
Figure 33: Actions to Maintain and Secure Business by Buyer and Supplier Responses (%), 2012
Figure 34: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2012
Figure 35: Actions to Maintain and Secure Buyer Business by Senior-Level Respondents (%), 2012
Figure 36: Key Variations in Operational Costs of Hotel Owners and Operators (%), 2012
Figure 37: Key Variations in Operational Costs of Hotel Suppliers (%), 2012
Figure 38: Key Variations in Operational Costs by Region (% ‘Increase’ Responses), 2012
Figure 39: Key Variations in Operational Costs by Company Turnover (% ‘Increase’ Responses), 2012
Figure 40: Impact of Costs on Product Pricing by Hotel Owners and Operators (%), 2012
Figure 41: Annual Marketing Budgets of Hotel Suppliers (%), 2009?2012
Figure 42: Annual Marketing Budgets by Region (%), 2012
Figure 43: Annual Marketing Budgets by Company Turnover (%), 2012
Figure 44: Planned Annual Change in Marketing Expenditure (%), 2009?2012
Figure 45: Planned Change in Marketing Expenditure: Hotel Suppliers (%), 2010?2012
Figure 46: Planned Change in Marketing Expenditure Levels by Region (%), 2012
Figure 47: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2012
Figure 48: Future Investment by Media Channels of Hotel Suppliers, 2012
Figure 49: Future Investment by Media Channels by Region (% ‘Increase’ Responses), 2012
Figure 50: Future Investment by Media Channels by Company Turnover (% ‘Increase’ Responses), 2012
Figure 51: Planned Investment in Marketing and Sales Technologies by Suppliers (%), 2012
Figure 52: Key Marketing Aims of Hotel Suppliers (%), 2012
Figure 53: Key Marketing Aims by Region (% ‘Important’ Responses), 2012
Figure 54: Key Marketing Aims by Company Turnover (% ‘Important’ Responses), 2012
Figure 55: Amendments to Marketing Activities by Hotel Suppliers (%), 2012–2013
Figure 56: Best Use of New Media by Hotel Suppliers (%), 2012
Figure 57: Best Use of New Media by Region (%), 2012
Figure 58: Best Use of New Media by Company Turnover (%), 2012
Figure 59: Critical Success Factors of Hotel Suppliers (%), 2009?2012
