2012 Hotel Group Brand Vulnerability Study | Summary
Based on the results of the Brand Vulnerability Study, the leading US hotel groups are projected to lose a combined $10B in annual spending over the next 12 months if existing frequent traveler frustrations are not addressed. Of the leading hotel groups, Hilton and Marriott have the most frequent traveler spending at risk over the next 12 months.
The top 3 most vulnerable hotel groups by Brand Vulnerability Score are, putting them at the highest risk for customer defection and financial loss in the short term.
At the opposite end of the spectrum, Starwood and IHG are the least vulnerable of the leading hotel groups and stand to lose the fewest customers (as a percentage of their current customer base).
The table below summarizes the projected losses (and expected gains) that each of the Hotel Groups can expect to experience.
For more detailed information, download a copy of the Executive Summary or request a copy of the full report.
