Executive summary

Scope

• The opinions and forward looking statements of 306 industry executives have been captured in our in-depth survey, of which 45% represent Director and C-level respondents
• The research is based on primary survey research conducted by World Market Intelligence accessing its B2B panels comprised of senior marketing decision makers and leading supplier organizations
• The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa and Middle East
• In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats• •
• Key topics covered include media spend activity, marketing and sales behaviors and strategies by suppliers, as well as threats and opportunities, investment outlook and business confidence among both buyers and suppliers.
• The report examines current practices and provides future expectations over the next 12–24 months
• The report provides qualitative analysis of the key industry threats and opportunities and contains full survey results
• This report covers data and analysis on media channel expenditure, marketing and sales practices and industry developments by suppliers

Key highlights

• China, India and Eastern Europe are predicted to be the fastest growing regions among developing countries for the hotel industry. The expansion of business activities in emerging markets, an increase in economic growth combined with changes in consumer lifestyles and a rise in disposable income are fuelling growth.
• A total of 53% of respondents expect their companies to increase their marketing expenditure over the next 12 months, with only 11% looking to decrease it.
• Overall, 55% of respondents from suppliers industry consider ability to target specific audience niches to be a key factor in selection of a marketing vendor

Reasons to buy

• Benchmark your sales and marketing spend with industry peers to effectively determine strategy
• Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
• Better promote your business by aligning your capabilities and business practices with your customer’s changing needs during these times of market uncertainty
• Secure stronger customer relationships by understanding the leading business concerns and changing strategies of packaging buyers
• Predict how the industry will grow, consolidate and where it will stagnate
• Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Table of contents

1 Introduction
1.1 What is this report about?
1.2 Definitions
1.3 Methodology
1) Online Survey
3) Data Analysis and Report Writing
4) Quality Control
1.4 Profile of survey respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
3 Industry Dynamics
3.1 Revenue growth expectations
3.1.1 Revenue growth expectations by company type
3.1.2 Revenue growth expectations by region
3.1.3 Revenue growth expectations by turnover
3.1.4 Revenue growth expectations by senior level respondents
3.2 Future developments in business structure
3.2.1 Future developments by buyers
3.2.2 Future developments by suppliers
3.3 Merger and acquisition activity predictions
3.3.1 Merger and acquisition activity predictions by buyers
3.3.2 Merger and acquisition activity predictions by suppliers
3.3.3 Merger and acquisition activity predictions by region
3.3.4 Merger and acquisition activity predictions by company turnover
4 Hotel Industry Market Growth Outlook
4.1 Demand in emerging markets
4.1.1 Demand in emerging markets by buyers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.2 Growth expectations in developed countries
4.2.1 Growth expectations in developed countries by buyers
4.2.2 Growth expectations in developed countries by suppliers
4.2.3 Growth expectations in developed countries by region
4.2.4 Growth expectations in developed countries by company turnover
5 Threats And Opportunities for the Hotel Industry
5.1 Leading business concerns for 2011–2012
5.1.1 Leading business concerns for by company type
5.1.2 Leading business concerns by region
5.1.3 Leading business concerns by company turnover
5.2 Key supplier actions to maintain and win buyer business
5.2.1 Actions to maintain and secure buyer business by buyers
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by turnover
5.2.4 Actions to maintain and secure buyer business by procurement budget
5.2.5 Actions to maintain and secure buyer business by purchasing decision authority
6 Hotel Industry Supplier Marketing Spend Activity
6.1 Annual marketing budgets: hotel industry suppliers
6.1.1 Annual marketing budgets by company turnover
6.2 Planned change in marketing expenditure levels
6.2.1 Planned change in marketing expenditure levels by region
6.2.2 Planned change in marketing expenditure levels by company turnover
6.2.3 Planned change in marketing expenditure levels by revenue growth expectations
6.2.4 Net change in planned marketing expenditure
6.3 Future investment by media channel
6.3.1 Future investment by media channel by region
6.3.2 Planned change in procurement spend by company turnover
6.4 Suppliers' future investment in marketing and sales technology
6.4.1 Planned investment in marketing and sales technologies by region
6.4.2 Planned investment in marketing and sales technologies by company turnover
7 Marketing and Sales Behaviors and Strategies in 2011–2012
7.1 Key marketing aims of suppliers for 2011–2012
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by company turnover
7.1.3 Key marketing aims by revenue growth expectations
7.2 Essential amendments to marketing activities in 2011–2012
7.2.1 Amendments to marketing activities by region
7.2.2 Amendments to marketing activities by company turnover
7.3 Use of new media for business prospects
7.3.1 Use of new media by region
7.3.2 Use of new media by company turnover
7.4 Critical success factors for choosing a marketing agency
7.4.1 Critical success factors: by region
7.4.2 Critical success factors: by company turnover
8 Appendix
8.1 Full survey results – closed questions
8.2 Methodology
8.3 Contact us
8.4 About World Market Intelligence
8.5 Disclaimer

List of tables

Table 1: Total Global Hotel Industry Survey Respondents by Company Type, 2011
Table 2: Buyer Respondents by Job Role (%), 2011
Table 3: Buyer Respondents by Global Company Turnover (%), 2011
Table 4: Buyer Respondents by Total Number of Employees in Organizations (%), 2011
Table 5: Buyer Respondents by Region (%), 2011
Table 6: Supplier Respondents by Job Role (%), 2011
Table 7: Supplier Respondents by Global Company Turnover (%), 2011
Table 8: Supplier Respondents by Total Number of Employees in Organization (%), 2011
Table 9: Supplier Respondents by Region (%), 2011
Table 10: Revenue Growth Optimism (%), 2009–2011
Table 11: Revenue Growth Optimism by Buyers (%), 2009–2011
Table 12: Revenue Growth Optimism by Suppliers (%), 2009–2011
Table 13: Revenue Growth Optimism by Region (%), 2009–2011
Table 14: Revenue Growth Optimism by Turnover (%), 2011
Table 15: Revenue Growth Optimism by Senior Level Respondents (%), 2011
Table 16: Key Expected Changes In Business Structure in the Hotel Owners and Operators (%), 2011
Table 17: Key Expected Changes In Business Structure in the Hotel Industry Suppliers (%), 2011
Table 18: Merger and Acquisition Activity Expectations Hotel Owners and Operators (%), 2009–2011
Table 19: Merger and Acquisition Activity Expectations Hotel Industry Suppliers (%), 2009–2010–2011
Table 20: Merger and Acquisition Activity Expectations by Region (%), 2011
Table 21: Merger and Acquisition Activity Expectations by Company Turnover (%), 2011
Table 22: Demand in Emerging Markets by Hotel Owners and Operators (%), 2011
Table 23: Demand in Emerging Markets by Hotel Industry Suppliers (%), 2011
Table 24: Growth Expectations in Developed Countries by Hotel Owners and Operators (%), 2011
Table 25: Growth Expectations in Developed Countries by Hotel Industry Suppliers (%), 2011
Table 26: Leading Business Concerns (%), 2009–2011
Table 27: Leading Business Concerns by Company Type (%), 2011–2012
Table 28: Leading Business Concerns by Region (%), 2011–2012
Table 29: Leading Business Concerns by Company Turnover (%), 2011–2012
Table 30: Actions to Maintain and Secure Buyer Business - Buyer Responses (%), 2011
Table 31: Actions to Maintain and Secure Buyer Business - Buyer vs. Supplier Responses (%), 2011
Table 32: Actions to Maintain and Secure Buyer Business by Region (%), 2011
Table 33: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011
Table 34: Actions to Maintain and Secure Buyer Business by Procurement Budget (%), 2011
Table 35: Annual Marketing Budgets: Hotel Industry Suppliers (%), 2010–2011
Table 36: Annual Marketing Budgets by Company Turnover (%), 2011
Table 37: Planned Change in Marketing Expenditure Levels: Hotel Industry Suppliers (%) , 2010–2011
Table 38: Planned Change in Marketing Expenditure Levels by Region (%), 2011
Table 39: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2011
Table 40: Net Change in Planned Marketing Expenditure, All Industries (%) 2011
Table 41: Future Investment by Media Channels : Hotel Industry Suppliers, 2011
Table 42: Planned Investment in Marketing and Sales Technologies (% Supplier Comparison), 2011
Table 43: Planned Investment in Marketing and Sales Technologies by Region (%), 2011
Table 44: Planned Investment in Marketing and Sales Technologies by Company Turnover (%), 2011
Table 45: Key Marketing Aims: Hotel Industry Suppliers (%), 2011
Table 46: Amendments to Marketing Activities (% Supplier Comparison), 2011
Table 47: Amendments to Marketing Activities by Region (%), 2011
Table 48: Amendments to Marketing Activities by Company Turnover (%), 2011
Table 49: Use of New Media by Suppliers (% Supplier Comparison), 2011
Table 50: Use of New Media by Region (% ), 2011
Table 51: Use of New Media by Company Turnover (% ), 2011
Table 52: Critical Success Factors: Hotel Industry Suppliers (% ), 2010–2011
Table 53: Critical Success Factors by Region (% ), 2011
Table 54: Critical Success Factors by Company Turnover (% ), 2011
Table 55: Survey Results - Closed Questions

List of figures

Figure 1: Revenue Growth Optimism (%), 2009–2011
Figure 2: Revenue Growth Optimism by Company Type (%), 2009–2011
Figure 3: Revenue Growth Optimism by Region (%), 2009–2010–2011
Figure 4: Revenue Growth Optimism by Turnover (%), 2011
Figure 5: Revenue Growth Optimism by Senior Level Respondents (%), 2011
Figure 6: Company Revenue Growth Optimism: Cross Industry Comparisons (%), 2011
Figure 7: Key Expected Changes In Business Structure in the Hotel Owners and Operators (%), 2011
Figure 8: Key Expected Changes In Business Structure in the Hotel Industry Suppliers (%), 2011
Figure 9: Merger and Acquisition Activity Expectations Hotel Owners and Operators (%), 2009–2011
Figure 10: Merger and Acquisition Activity Expectations Hotel Industry Suppliers (%), 2009–2011
Figure 11: Merger and Acquisition Activity Expectations by Region (%), 2011
Figure 12: Merger and Acquisition Activity Expectations by Company Turnover (%), 2011
Figure 13: Top Ten Growth Regions (%), 2011
Figure 14: Top Five Emerging Markets, 2011
Figure 15: Demand in Emerging Markets by Hotel Owners and Operators (%), 2011
Figure 16: Demand in Emerging Markets by Hotel Industry Suppliers (%), 2011
Figure 17: Demand in Emerging Markets by Region (%), 2011
Figure 18: Demand in Emerging Markets by Company Turnover (%), 2011
Figure 19: Top Five Developed Markets, 2011
Figure 20: Growth Expectations in Developed Countries by Hotel Owners and Operators (%), 2011
Figure 21: Growth Expectations in Developed Countries by Hotel Industry Suppliers (%), 2011
Figure 22: Growth Expectations in Developed Countries by Region (% 'Increase' Responses), 2011
Figure 23: Growth Expectations in Developed Countries by Company Turnover (% 'Increase'), 2011
Figure 24: Leading Business Concerns (%), 2011–2011
Figure 25: Leading Business Concerns (%), 2011–2011
Figure 26: Actions to Maintain and Secure Buyer Business - Buyer Responses (%), 2011
Figure 27: Actions to Maintain and Secure Buyer Business - Buyer vs. Supplier Responses (%), 2011
Figure 28: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011
Figure 29: Actions to Maintain and Secure Buyer Business by Purchasing Decision Authority (%), 2011
Figure 30: Annual Marketing Budgets: Hotel Industry Suppliers (%), 2010–2011
Figure 31: Annual Marketing Budgets by Company Turnover (%), 2011
Figure 32: Planned Change in Marketing Expenditure Levels: Hotel Industry Suppliers (%) , 2010–2011
Figure 33: Planned Change in Marketing Expenditure Levels by Region (%), 2011
Figure 34: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2011
Figure 35: Planned Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2011
Figure 36: Future Investment by Media Channels : Hotel Industry Suppliers, 2011
Figure 37: Future Investment by Media Channels by Region (% increase responses), 2011
Figure 38: Future Investment by Media Channels by Company Turnover (% increase responses), 2011
Figure 39: Planned Investment in Marketing and Sales Technologies (% Supplier Comparison), 2011
Figure 40: Planned Investment in Marketing and Sales Technologies by Region (%), 2011
Figure 41: Planned Investment in Marketing and Sales Technologies by Company Turnover (%), 2011
Figure 42: Key Marketing Aims: Hotel Industry Suppliers (%), 2011
Figure 43: Key Marketing Aims by Region (%), 2011
Figure 44: Key Marketing Aims by Company Turnover (%), 2011
Figure 45: Key Marketing Aims by Revenue Growth Expectations (%), 2011
Figure 46: Amendments to Marketing Activities (% Supplier Comparison), 2011
Figure 47: Amendments to Marketing Activities by Region (%), 2011
Figure 48: Amendments to Marketing Activities by Company Turnover (%), 2011
Figure 49: Use of New Media by Suppliers (% Supplier Comparison), 2011
Figure 50: Use of New Media by Region (% ), 2011
Figure 51: Use of New Media by Company Turnover (% ), 2011
Figure 52: Critical Success Factors: Hotel Industry Suppliers (% ), 2010–2011
Figure 53: Critical Success Factors by Region (% ), 2011
Figure 54: Critical Success Factors by Company Turnover (% ), 2011