In 2013 several companies expressed the urge to know both coverage and profiling of Italian Hotels, ensuing which MeTMi decided to formulate the MMAS Census 4-5 star Hotels, firstly by conducting methodical scouting operations and web data collection, and afterwards by performing more targeted telephone surveys on individual activities.
The MMAS Census 4-5 star Hotels is proposed across the board on multiple product sectors, expressly owing to its peculiarity of attracting both food & beverage producers as well as heating companies, illumination producers, manufacturers of ceramics and flooring, textile firms, manufacturers of sporting goods and producers of consumer goods.
The vast effort in terms of project engineering and resources devoted has allowed to acquire almost 100% as referred to specific information such as: e-mail, n° of rooms, presence of meeting rooms, presence of onsite restaurant, services provided in the Hotel Facilities.
At a later stage, the half-yearly update template that is distinctive of the MMAS – Micro Marketing Analysis System – model, has allowed additional information to be collected, as, for instance: the year of the last significant reshaping and the Facility Manager’s or Director’s name.
The basic structure of the qualitative data collected through the MMAS Census 4-5 star Hotels includes qualification and segmentation information concerning the range of the hospitality offer, such as: chain membership and chain name, hotel’s location, presence of onsite restaurant, indoor and/or outdoor swimming pool, wellness/beauty centre, SPA, hairdresser, gym, solarium, sauna and hammam, tennis court, golf course, horse riding, bike rental, ski school, private beach, presence of green areas.
Quantitative information data on the hotel facility are: number of rooms, number of beds, number of meeting rooms and their maximum capacity.
The latter information are useful to set up a Potential Indicator on the basis of which to outline specific and prompt marketing and sales actions.
As a matter of fact, an interesting case history shows how the Client Customer, an illumination manufacturer, has formulated a lead generation process merely by collecting the willingness of hotels’ Facility Managers and/or Directors to receive them by appointment.
The Product Sector includes the following census surveys:
- MMAS 4-5 star Hotels (n° 5.700)