What guests want from a hotel - using predictive research analytics optimising MyTravel's property portfolio

Sam Gardner, Tamsin Jenkins and Louise Holt

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hotel.

What guests want from a hotel – using predictive research analytics optimising MyTravel's property portfolio

Sam GardnerNunwood:MarketAnalytics, United Kingdom

Tamsin JenkinsNunwood, United Kingdom

Louise HoltMyTravel Ltd., United Kingdom

INTRODUCTION

The UK holiday industry is evolving. Whilst the market overall is in growth, this has been driven largely by the rise in independent travel through low cost airlines and dot-com holiday providers, not through the traditional package holiday market. Package holidays now account for 46% of the holiday market, compared to 54% in 1998. As such, it's no longer just the package holiday providers that MyTravel is competing...

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