To read the full version of this content please select one of the options below:

An analysis of daily occupancy performance: a basis for effective hotel marketing?

Douglas Jeffrey (Lecturer in Planning in the Department of Environmental Science, University of Bradford, Bradford, UK)
Robin R.D. Barden (Researcher at the Management Centre, University of Bradford, Bradford, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 June 2000

Abstract

Time series analysis of daily room occupancy rates in 91 hotels in England from January 1992 to December 1994 is used to analyse within‐week occupancy performance in the English hotel industry. Two major temporal patterns are identified: one features a midweek peak and Saturday sub‐peak; the other features a broader weekend peak and midweek trough. Both are represented in the occupancy profiles of most hotels. They are used to define a two‐dimensional daily occupancy performance space. The positioning of hotels within this space is explained in terms of location, market and other characteristics of the hotels, in a stepwise regression analysis. The implications of the findings are discussed in a marketing context.

Keywords

Citation

Jeffrey, D. and Barden, R.R.D. (2000), "An analysis of daily occupancy performance: a basis for effective hotel marketing?", International Journal of Contemporary Hospitality Management, Vol. 12 No. 3, pp. 179-189. https://doi.org/10.1108/09596110010320715

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited