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example%20report%20short - EMEA XXX Suites Quantitative...

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EMEA XXX Suites France Germany United Kingdom Quantitative Research France, Germany, United Kingdom & United States – Detailed Findings Final July 2004 Prepared by:
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BACKGROUND & OBJECTIVES Sample Company (PCR) is exploring the possibility of bringing its US chain of all suite hotels, “ New Brand” (SBS), into the EMEA region. SBS is a successful brand in the US and the company wants to translate that successful brand in the US, and the company wants to translate that success model into its European operations. The concept will likely be both franchised as well as developed for PCR owned and/or managed operations, first in the UK, and soon thereafter throughout Europe. As part of the investigation into the feasibility for the introduction of SBS in the United Kingdom, PCR needs to determine the potential demand for an extended stay, or all-suite product and to define and understand the t ti l t ifi ll id tif th d i f t d d t potential customers, specifically identify the design features and product attributes most likely to appeal to these customers. It was determined quantitative research would be utilised to estimate demand confirm frequency of travel and booking behaviours quantify demand, confirm frequency of travel and booking behaviours, quantify importance of features and amenities and segment the market so that the likely market mix for the PCR extended stay product could be positioned/determined. 2
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