75,000 Surveys Reveal the Personal Values that Motivate People to Choose a Hotel
By David Allison Founder, The Valuegraphics Database | February 10, 2019
The Valuegraphics Database is a random stratified statistical representation of the population of Canada and the US, currently comprised of 75,000 surveys that delve into respondent wants, needs and expectations relating to 40 core values and 340 questions about life. If you are not a data geek, that's a stupendously boring first sentence.
But I wanted you to know about the intense geekiness of the Valuegraphics Database so you would understand that the Valuegraphics Industry Profile (VIP) that follows is NOT just another opinion. It's data. It's based on fact.
The Lodging industry in all price categories is going through a period of disruption, with huge forces at play. New technologies, mergers, acquisitions, online competition, Airbnb, new travel behaviours, new types of travelers: these are not small adjustments to an ecosystem. This is even more than disruption.
This is reinvention.
Which means there are consultants. Lots of consultants. And complex secondary research. And studies based on smaller samples. And conferences and events and courses and seminars. And reports from well-meaning industry insiders about pricing models. And books and magazines galore. It must feel hard sometimes to stay on top of all that information, especially when much of it is conflicting.
In the midst of that chaos it's valuable to step back and ask our consumers, directly, what they value, want, need and expect. And that's where the 75,000 surveys in the Valuegraphics Database come in. We've done that work of asking hotel guests those questions for you. What we found, follows.