Informing the growth strategy for a budget hotel through desk research and online conversations
Analysing viewers’ conversations to inform future marketing initiatives for the UK’s longest running commercial network.
Understanding needs
A budget hotel client was keen to collect online reviews, conversations and sentiment towards different brands in consumers own language, to establish clear guidance on brand positioning.
Connecting data
Using 100,000s of consumer online conversations, hotel amenity data and pricing data we were able to add more depth to desk research on the Spanish Budget Hotel market, including making direct comparisons to the UK.
Driving change
The comprehensive data collection meant our recommendations for the future growth strategy were insightful, robust and ‘real’ which fed into the brand’s positioning strategy in Spain.