The Jeffrey Group to Conduct First Comprehensive Market Research on Miami's Boutique Hotel Industry

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. October 14, 2008

MIAMI, FL, July 14, 2005. The Florida division of marketing, communications and public relations firm The Jeffrey Group will begin the first comprehensive syndicated market research study on Miami-Dade County boutique hotels next month. The study will be completed by early fall and will be fielded by Opinion Dynamics, one of the leading national opinion research companies.

The research study will involve interviewing hundreds of guests to uncover consumers' expectations, needs, wants, and emotions associated with selecting and staying at one of the areas more than 100 boutique hotel properties, while serving as a valuable indicator of success for competing brands.

The study, currently being offered to a limited number of pre-research subscribers, will focus on boutique hotel guests who comprise one of the fastest growing segments in the hotel industry. Miami-Dade is home to more than 100 such properties and has long been a trendsetter for this lucrative segment. Boutique hotels generate some of the industry's highest average daily revenue points, in some cases more than $500 per day.

The hotel industry is thriving in Miami-Dade. According to Smith Travel Research, room rates rose nearly 13 percent from April 2004 to April 2005, with experts predicting up to 10 percent growth in per-room revenues over the next year.

These two marketing firms have teamed to conduct and present findings from analysis of focus group sessions and on-site personal interviews which will assess and measure attitudes and behavior regarding selection criteria and brand loyalty, price points, amenities and services, and marketing recall, as well as provide comprehensive demographic and psychographic information.

"We anticipate the findings to be far-reaching beyond just the boutique hotel industry segment, since many of the trends set by this group five years ago are now common in mid-range and luxury hotel properties around the world today," said Michael Rucker, Director of Strategic Planning at The Jeffrey Group. Rucker has expertise in developing syndicated research studies and has conducted them for a variety of industries for more than 15 years.

A limited number of pre-research subscribers will be involved in the design of the study's questionnaires and will have the opportunity to participate in the focus groups. In addition to receiving discounted pricing on the study, early subscribers will have advance access to findings and will be invited to participate in an industry executive roundtable once the results are released.

"Boutique hotels in this competitive market will for the first time have access to information that quantifies the index of weighted factors that drive long-term brand loyalty," said Jorge Ortega, President of The Jeffrey Group. "The results will offer valuable information regarding market segmentation, price points, service and amenity selection, and design, and will assist industry executives in marketing, food and beverage, guest services, and other areas of the highly competitive lodging industry."

In addition, travel and booking agents will now have solid consumer data when booking one of these boutique hotels where a select property's room rates can exceed $500 per night.