UniFocus Study:
93 Percent of Hoteliers Optimistic for 2012

Dallas—September 8, 2010 — A new study from UniFocus offers revealing insight regarding how hoteliers assess the future of the industry, what they learned from last year, and what they are doing differently in 2010.

A few of the other significant research findings were:

• 29% of respondents believe the most important lesson from 2009 was to broaden their customer base.
• 40% ranked paying more attention to guests as the #1 thing hoteliers are doing differently in 2010.
• 60% of respondents found recognition to be most effective in motivating associates.

The purpose of the UniFocus research project was to ascertain the general attitude in the industry and to gain a better understanding of what’s working best in the present market environment. The participants in this study represented a cross-section of property-level GM’s and corporate C-level executives.

“One of the primary takeaways from the research results is that discounting rates never works in the long-term; a better strategy is to diversify your customer demographics and work more on creating loyal guests and meeting planners,” said Mark Heymann, UniFocus President and CEO. “It’s also more important than ever to pay more attention to your customers, instill ownership in your associates with recognition and manage your workforce more efficiently so that there is always the right staffing to optimize service.

“Also noteworthy in the study is that there is uniform consensus that now is the right time to reinvest and take advantage of the upswing in the market,” continued Heymann. “The progressive and forward thinking hoteliers who invest in technology and human resources now will surely reap the benefits later.”

Click the following link to read the full report in the latest version of FocusEd: Ramping Up for the Future