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white paper Industry mythology versus our customer's reality “Most of the management decisions we make are made based on what we think other people think. Simply knowing a little bit of what they

A WHITE PAPER BASED ON SURVEYS OF TRAVELERS, HOTEL INDUSTRY PROFESSIONALS, MARKETERS, OWNERS AND BRAND MANAGERS

W

e o en ask guests and consumers what they think about hotels and  hotel brands. But we never ask hospitality insiders what they think.  We're doing that, and, not surprisingly, what hospitality professional  think and what customers think are worlds apart. But it's only by  understanding what our customers think rela ve to what we think and our compe ‐ on thinks, that we can develop really unique and mo va ng experiences.  Protean Hospitality ,together with Professor Chekitan Dev of Cornell University, is  doing just that — surveying business and leisure travelers, hotel management profes‐ sionals, hotel marke ng execu ves, investors, managers, industry consultants and  academics. 

THIS PROTEAN WHITE PAPER WILL PROVIDE INSIGHTS INTO: 

Brand classification -- what brands fit into which segments -- consumers view, professional view and actual segmentation



Loyalty associations -- what brands are associated with which loyalty programs -- hospitality professionals compared to consumers compared to reality

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Most motivating emotional drivers -- the most motivating emotional triggers that determine which hotels travelers will choose -- the actual triggers compared to what hospitality professionals think are the most important triggers

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Most motivating functional attributes -- what do you have that makes people want to stay in your hotel -- compared to what industry professionals think are the most motivating amenities

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And much more.

think gives us a momentous advantage over our competitors”

BE PART OF THE SURVEY AND RECEIVE THE REPORT FREE: http://tinyurl.com/protean-industry-survey

416.967.3337 www.proteanstrategies.com  © 2013 

Scheduled release date: Spring 2014  Cost: $800 per report 

Industry Mythology versus Customer Reality  

Outline of Protean Hospitality White Paper comparing insider knowledge of the industry to that of the traveling public

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