The critical hotel attraction factors of lower middle-class families. A case study

Abstract

The well-known hotel chain Hotel Suba elite has been meeting the needs of a variety of clientele with diverse socioeconomic statuses. The hotel aims to attract lower middle-class families as customers, though broaden their customer base, and develop new business possibilities. Aim of this thesis is to investigate the expectations of consumers especially from lower middle class families to grow the market share and business opportunities of the Suba elite hotel. The substitute aim of this study is to explore the factors which attract this new target group. It demonstrates the hotel’s readiness to adjust to shifting market conditions and the necessity of meeting the particular needs of various customer segments. The hotel is moving in the direction of becoming more inclusive and accessible to a wider range of guests by focusing on this new consumer segment. The case study was chosen as a research strategy for this thesis and a quantitative research method was used to carry out the empirical work of the study. The data was gathered using a structured questionnaire designed to analyze general consumer behavior and expectations of the new hotel target group to develop the Hotel Suba elite service offering. The results of the research provide a deeper understanding of how to target and attract a new consumer group from lower middle-class families. As an outcome, the thesis introduces recommendations and development suggestions for the Suba elite hotel.