The document discusses research conducted for the Hotel de la Poste in Cortina D'Ampezzo, Italy. The research aimed to understand if adding a spa, swimming pool, and gym would be profitable for the hotel. Survey results found that 85% of respondents visit spas annually and over half feel spas are necessary for 4-star hotels. Regression analysis showed spa amenities would have the strongest positive impact on booking the hotel. It was recommended the hotel invest in spa services to attract more guests and increase profits in the competitive tourism market.

1. BUSINESS AND MARKETINGBUSINESS AND MARKETING
RESEARCH FOR THE HOTELRESEARCH FOR THE HOTEL
DE LA POSTEDE LA POSTE
Team 4№Team 4№
Valeriia MalcevaValeriia Malceva
Anzhela TanasAnzhela Tanas
Yulia DavydovaYulia Davydova

2. COMPANY PROFILECOMPANY PROFILE
• Location - Cortina D’Ampezzo, ItalyLocation - Cortina D’Ampezzo, Italy
• In operation since 1835In operation since 1835
• 4 star hotel, Business & Leisure oriented4 star hotel, Business & Leisure oriented
• 4 floors,83 rooms (4 suites and 1 junior suite for a total of 136 beds)4 floors,83 rooms (4 suites and 1 junior suite for a total of 136 beds)
• 2 restaurants2 restaurants
• 42 employees42 employees

3. PROBLEMPROBLEM
 The hospitality industry is going through a fierce competitionThe hospitality industry is going through a fierce competition
 Number of hotels is steamily increasing mainly in such famous destinations likeNumber of hotels is steamily increasing mainly in such famous destinations like
Cortina D’AmpezzoCortina D’Ampezzo
 It is difficult to face competition, maintain the demand high and gain profitIt is difficult to face competition, maintain the demand high and gain profit
Occupancy in the Hotel de la Poste is droppingOccupancy in the Hotel de la Poste is dropping
Hotel management is facing a decision to be taken: to set up a Spa center, swimmingHotel management is facing a decision to be taken: to set up a Spa center, swimming
pool and gym for fitnesspool and gym for fitness

4. GOAL AND OBJECTIVESGOAL AND OBJECTIVES
GOALGOAL::
Understand the real necessity of having SPA & Pool in the hotel De La Poste and clarify all customersUnderstand the real necessity of having SPA & Pool in the hotel De La Poste and clarify all customers
preferences in order to invest money in profitable additional service in the hotelpreferences in order to invest money in profitable additional service in the hotel
OBJECTIVES:OBJECTIVES:
TO IDENTIFYTO IDENTIFY
 Importance of having SPA services and swimming poolImportance of having SPA services and swimming pool
 Frequency of using SPAFrequency of using SPA
 The most popular and preferable SPA activitiesThe most popular and preferable SPA activities
 Customer willingness to pay for these servicesCustomer willingness to pay for these services
 Possible influence of opening SPA on the whole hotel performance (like attracting more customers)Possible influence of opening SPA on the whole hotel performance (like attracting more customers)

5. QUESTIONNAIRE FORMAT & CONTENTQUESTIONNAIRE FORMAT & CONTENT
Section 1Section 1 - collected respondents‘ relevant to SPA visiting and hotel stay- collected respondents‘ relevant to SPA visiting and hotel stay
information and questions regarding the personal information.information and questions regarding the personal information.
 Are you a SPA user at least once a year?Are you a SPA user at least once a year?
 How much do you think SPA is necessary for a 4 star hotel?How much do you think SPA is necessary for a 4 star hotel?
 For what reasons do you usually visit the hotel De La Poste?For what reasons do you usually visit the hotel De La Poste?
 How often do you stay in the hotel De La Poste?How often do you stay in the hotel De La Poste?
 When staying in a hotel how likely would you visit SPA center?When staying in a hotel how likely would you visit SPA center?
 What is your gender?What is your gender?
 How old are you. Please select one of categories belowHow old are you. Please select one of categories below
 Please indicate your annual income range (€)Please indicate your annual income range (€)

6. QUESTIONNAIRE FORMAT & CONTENTQUESTIONNAIRE FORMAT & CONTENT
 Section 2Section 2 asked respondents to rate the importance of availability of SPA activitiesasked respondents to rate the importance of availability of SPA activities
(sauna, massage, nutrition, aromatherapy, manicure, facials, body wrap) and Fitness(sauna, massage, nutrition, aromatherapy, manicure, facials, body wrap) and Fitness
and Swimming Pool as additional amenities in the hotel.and Swimming Pool as additional amenities in the hotel.
 Section 3Section 3 measured respondents‘ opinion on the contribution of SPA center to themeasured respondents‘ opinion on the contribution of SPA center to the
booking.booking.
 Section 4Section 4 aims to find out the customers willingness to pay for an hour of SPAaims to find out the customers willingness to pay for an hour of SPA
activities by asking the respondents to choose a range of prices. activities by asking the respondents to choose a range of prices.
 Section 5Section 5 is anis an open question about what can they advise us in order to provide youopen question about what can they advise us in order to provide you
with the best SPA services.with the best SPA services.

7. METHODOLOGY. DATA COLLECTION.METHODOLOGY. DATA COLLECTION.
USED MEASUREMENT SCALES.USED MEASUREMENT SCALES.
 Self Administered Survey ( Questionnaire left in the room to be filled in duringSelf Administered Survey ( Questionnaire left in the room to be filled in during
guest`s stay);guest`s stay);
 Executive Interview (Face-to-face discussion);Executive Interview (Face-to-face discussion);
 E-mail - Internet (Communication with recent stayers)E-mail - Internet (Communication with recent stayers)
 Itemized Rating Scale (Question 2)Itemized Rating Scale (Question 2)
 Traditional One-Stage Format (Question 1.2)Traditional One-Stage Format (Question 1.2)
 Linker Scale (Question 3)Linker Scale (Question 3)
 Purchase Intent Scale (Question 1.5)Purchase Intent Scale (Question 1.5)

8. APPLICATION OF STATISTICAL TOOLSAPPLICATION OF STATISTICAL TOOLS
 Descriptive statistics (Ex. Frequency of importance of having SPA in hotel byDescriptive statistics (Ex. Frequency of importance of having SPA in hotel by
Segments and Frequency of Stay in the hotel)Segments and Frequency of Stay in the hotel)
 Independent Sample t test (Ex. Comparing statistical values by Gender of SPAIndependent Sample t test (Ex. Comparing statistical values by Gender of SPA
necessity, by Frequency of Stay, by Segments)necessity, by Frequency of Stay, by Segments)
 ANOVA (Ex. Comparing sample groups within the SPA variable)ANOVA (Ex. Comparing sample groups within the SPA variable)
 Regression (Ex. ToRegression (Ex. To find out the effect of SPA, Fitness and Swimming Poolfind out the effect of SPA, Fitness and Swimming Pool
(dependent variables) on the level of contribution to the hotel booking(dependent variables) on the level of contribution to the hotel booking ((independentindependent
variablesvariables))))

9. DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS
The business segment is the
largest (48%) guest groups
among the 4 sample groups:
Business, Leisure (32%), Business
& Leisure (16%) and Other (4%).
 99 surveys. 85% of respondents are SPA center99 surveys. 85% of respondents are SPA center
users, 15% of non-users.users, 15% of non-users.

10. DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS
55 % measured the importance for a hotel to have SPA center as VERY NECESSARY55 % measured the importance for a hotel to have SPA center as VERY NECESSARY

11. DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS

12. DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS
The quests that stay in
the hotel more than 4
times a year
measured the SPA
necessity higher than
other sample groups.
The other groups find
the necessity at the
same importance
level.

13. ANOVA test:
SPA mean 3, 5
Fitness mean 4,1
SP mean 4,8
SP is significantly
of higher importance
among the 3 values

14. DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS

15. FREQUENCY ANALYSISFREQUENCY ANALYSIS
 The majority of
respondents are
ready to pay 35 € for
1 hour in SPA;
 23% are willing to
pay 45€
 Only 12% are ready
to pay 70 € and
more

16. REGRESSION ANALYSISREGRESSION ANALYSIS
Regression equation:Regression equation:
Contribution to Booking = -2,3E-15+0,714286 SPA+0,145856 SP+0,142856 FitnessContribution to Booking = -2,3E-15+0,714286 SPA+0,145856 SP+0,142856 Fitness
•Multiple correlation coefficient R =1 shows a strong relationship between theMultiple correlation coefficient R =1 shows a strong relationship between the
independent variable and the three dependent onesindependent variable and the three dependent ones
•Squaring R = 1 means that 10% of Contribution to Booking is accounted for throughSquaring R = 1 means that 10% of Contribution to Booking is accounted for through
the effect of SPA, SP and Fitness.the effect of SPA, SP and Fitness.
•P< 0 – the contribution of having additional amenities in the hotel is significantlyP< 0 – the contribution of having additional amenities in the hotel is significantly
importantimportant

17. RESEARCH FINDINGSRESEARCH FINDINGS
•85% of respondents claimed to have visited SPA in the last year period.
•The likelihood to buy SPA services by potential customers achieves 83%.
• 2/3 of respondents scored the additional amenities in the hotel Very Necessary.
•Frequent guests are more likely to need these services. Although the first comers did not miss to indicate that a
4 star hotel need additional services to provide, lack of which ones definitely lags the hotel competitiveness on the
market. Another interesting point was found when Male group ranked the SPA necessity much higher than
Female. The SPA trend of increasing number of man SPA goers implicates to redefine the value proposition in
order to anticipate the ever-changing demand niches.
•Among the preferred amenities respondents chose the availability of Swimming Pool. SPA and Gym was also
ranked as Important. This finding may incentive further researches to undertake to find out the factor that
influenced respondents’ choice. In the SPA amenity Massage and Sauna are more important than Aromatherapy
and Manicure.
•As price is a consequence of the value delivered the research is not able to define the price at this stage. It was
only found the customers willingness to pay which is 35-45€ per hour.
•Finally the impact of additional services availability on booking was defined. There is strong positive effect on
booking according to the regression analysis made. SPA amenity comes up to have the greatest influence on
contribution to booking.

18. THANK YOU FOR ATTENTION !THANK YOU FOR ATTENTION !