Phoenix Marketing International Study Reveals That Last Year In North America More Travelers Stayed at a Best Western Than Any Other Hotel Brand

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Researchers believe that the millions of dollars spent on brand refurbishment paid off for Best Western and Hilton in 2014

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Phoenix Marketing International, a global marketing services firm, today announced the 2014 year-to-date results of Hotel BASE, a monthly hotel tracking study. The Hotel BASE study indicates that more travelers stayed at a Best Western property than any other brand within the U.S.

Hotel BASE tracks over 100 hotel brands in the U.S. and Canada and has been conducted continuously since 2003. Through the end of December, 15.8% of U.S. hotel guests stayed a Best Western followed by Holiday Inn (12.6%) and Marriott (11.1%). In Canada, Best Western more than doubles the nearest competitor as 22.2% of Canadian hotel guests stayed at a Best Western followed by Holiday Inn (9.4%) and Comfort Inn (9.3%).

The study, which surveys 1,400 hotel guests per month, analyzes the data by business travelers and leisure travelers. “Most hotel brands actively pursue the lucrative business traveler market and in 2014, Hilton and Best Western attracted the highest proportion of U.S. business guests,” says John Antonello, Managing Director of the Travel Division of Phoenix Marketing International. “The study shows that 19.2% of business travelers stayed at Hilton and 17.1% report staying at Best Western in 2014. Best Western and Hilton have spent millions of dollars refurbishing their brand to attract millennial business travelers and that investment seems to be paying off.”

Hotel BASE indicates that more Canadian business travelers frequent Best Western and Delta Hotels than any other hotel brand.

According to Antonello, “Distribution plays a critical role in brand penetration.” Other metrics that Phoenix continuously track and also play an important role in where consumers choose to stay are room night share, the availability of various hotel amenities and services, the perception of value for the money and a well-developed frequent guest program.

About Phoenix Marketing International
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology and Media, Restaurant, and Travel/Leisure sectors. From the strategic definition of consumer needs to effective marketing program implementation, PMI provides profit-driven market solutions and is committed to maximizing a client’s Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and President, Martha Rea, Phoenix Marketing International has established its global presence with offices in major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.

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Kristin Johnson
Phoenix Marketing International
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