2012 HOTEL GROUP BRAND VULNERABILITY STUDY
The Hotel Group and Loyalty Program Brand Vulnerability Index is a comparative study of the major US hotel group loyalty programs, their major hotel properties (brands), and their vulnerabilities.
The study measures the frustrations of existing US frequent travelers who are also primary users of these hotel loyalty programs and their properties, and quantifies their potential impact in financial terms. The major players included in the study are:
- Hilton Worldwide
- Choice Hotels International
- Best Western
The sample consists of a nationally representative set of 3,229 frequent travelers (those with 8 or more hotel stays in the past 12 months) who are primary members at one of the 9 loyalty programs associated with the top hotel groups in the US, sourced largely from research panels and supplemented by real-time online sampling. Online fielding was conducted in April of 2012.