Today's guest wants it all: personalized service, more comfort and style, excitement, sophistication, reliability, and value. To meet these demands and guests' evolving needs, the hospitality industry must become more customer-focused, creating more memorable customer experiences. Whether it's providing timely information on hospitality trends or building the best customer service model to drive customer engagement, Gallup is able to support your organization's growth objectives by strengthening your customer relationships and identifying new market opportunities.
Built on Gallup's rich tradition as the world's leading public opinion pollster, Gallup Hospitality Research gives true representation -- and a collective voice -- to the people while studying their behaviors, attitudes, and preferences regarding the products, brands, and services you and your competitors provide. We conduct projects for our clients with consumers worldwide. So, whether your project involves a single market, multiple countries, or a global view, Gallup reports the voice of the people.
Market Research-Based Consulting Applications
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Market segmentation |
Define discrete market segments and tailor product and servicing strategies to increase market share and maximize sales effectiveness. |
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Customer engagement |
Assess key drivers of customer engagement -- including customers' attitudes toward and expectations of brands, products, and services. |
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Concept design and testing |
Leverage conjoint and other trade-off analyses to optimize product or service concept, assortment, and design. |
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Pricing studies |
Measure price elasticity; build product pricing and corresponding volume curves to improve margin and sustain growth. |
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Brand positioning and messaging |
Identify the most profitable position for your brand in the market's mindset; develop and/or refine your key messages to deliver on your brand's promise. |
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Promotion effectiveness |
Measure the incremental value of alternative advertising messages and promotional materials and activities. |
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Competitive brand assessment |
Identify brand differentiators and determine your brand's specific advantages or disadvantages relative to your competition. |
Methodology
Gallup Hospitality Research is the most scientifically sophisticated method of consumer intelligence collection available today.
In the United States, our hospitality research is powered by The Gallup Panel. This proprietary in-house, probability-based panel -- for which all members are recruited via random digit dial (RDD) methodology -- offers the largest hospitality intelligence panel from which you can accurately project the total population.
Globally, we leverage stringent RDD recruitment processes designed to collect the most reliable information available, based on the nuances of each country. This ensures scientific integrity for unparalleled confidence when you are making global business decisions.
Couple these advanced forms of data collection with our leading staff of experienced consultants, and the result is a scientifically sound foundation from which to assess trends, identify opportunities, and drive growth. Click here for more information about the targeted sampling solutions The Gallup Panel offers for the hospitality industry.
Areas of Focus
Gallup partners with the world's leading hospitality companies to address many of their most challenging business issues. We take a research-based approach to developing enterprise-wide business solutions for:
The Gallup Hospitality Research Advantage
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Multiple data collection methods |
Offers outbound phone, Web, and/or mail surveys to ensure we reach the right audience and leverage the best research method to get the answers you need. |
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Random digit dial recruitment |
Ensures accurate representation that allows for precise weighting for insight among total populations. |
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Controlled survey management |
Provides responses that are more thoughtful and accurate by carefully managing the number of surveys and topics consumers receive. An average Gallup panelist completes no more than two to three surveys per month. |
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No incentives |
Eliminates professional survey respondents and helps ensure unbiased responses. |
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Longer, more detailed surveys |
Allows for longer, more detailed surveys (up to 30 minutes) because we already have consumer commitment to participate and profile information collected. |
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Demographic and lifestyle profiling |
Enables you to pinpoint exactly whom you want to survey, with extreme precision and unprecedented speed. |
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Custom panels |
Leverages our panel development and management expertise with the creation of a custom panel exclusively for your own research needs. |
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Global perspective |
Provides a global view for decisions that affect your organization worldwide. |
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Dedicated consultants |
Ensures seamless data collection and detailed analysis, resulting in recommendations and plans that are both scientifically sound and actionable. |
Contact us to learn more about how Gallup can help your organization strengthen customer relationships and identify new market opportunities.
In the past, companies have not applied rigor and precision to measuring and managing the "softer," human side of business. That is about to change.