Lodging Studies

Following is a synopsis of the components typically included within a Danter and Associates Lodging market feasibility study.

Site Inspection

Each proposed site is personally inspected by a Danter Company field analyst. The site is inspected for the suitability for development as it relates to the market. A full area description is included identifying surrounding land uses and proximity to traveler services.

Competitive Market Area

The CMA is defined by the existing area motel configurations relative to the proposed site, the location of population, density of support components, and highway patterns.

100% Field Survey

All lodging facilities in the CMA and surrounding periphery are surveyed by our field analysts to determine the following information:

1. Number of rooms/suites and mix
2. Published room rates and specials
3. American Automobile Association rating
4. Estimated seasonal occupancy
5. Occupancy the night of the survey
6. Amenities and services
7. Lodging facilities on the periphery of the CMA that might exert a competitive influence
8. Distribution of rooms by rate
9. Weighted median room rate
10. Identify, whenever possible, planned and/or proposed lodging facilities which may impact the proposed project

Lodging Demand Analysis

1. Identification of market-area demand from the three major support components--commercial travelers, leisure, and meeting/group visitors
   • Commercial travelers
     • Major area employers are identified and interviewed to identify lodging use patterns
     • Evaluation of local employment base and impact on lodging market
   • Leisure
     • Area tourist attractions are identified, including recreational activities, festivals and fairs, area universities, entertainment opportunities, sporting events, and historic attractions
     • The relation of the area to major national and regional traffic patterns and highway systems is identified
   • Meeting and group

     Local meetings, conferences, seminars, etc., and tour group potential are surveyed to determine existing market support

2. Area room deficit/surplus established based on demand estimates and projections.
3. Distribution of area rooms by category
4. Distribution of area support by weekday/ weekend support.
5. The site's potential for lodging development is evaluated based on the following criteria:
   • Ability to serve transient trade
     • Proximity to highways
     • Visibility
     • Accessibility
     • Traffic patterns and local area traffic counts
   • Proximity to business and trade centers
   • Proximity to population backup
   • Proximity to traveler services
   • Function of the general area as a lodging center

Conclusions and Recommendations

Conclusions and recommendations for lodging development include the following:

1. Number of rooms/suites and mix
2. Room amenities
3. Facility amenities
4. Room rates for single- and double-occupancy
5. Projected occupancy levels for the first five years of operation at stabilized occupancy
6. Projected market penetration by support component
7. Marketing strategies
8. Qualitative analysis to identify potential for replacement support
9. Competitive analysis to determine pricing and perception of value in the market

For more information, please call Terry Hall at (614) 221-9096 during business hours (8 am to 5 pm) Eastern US time, or e-mail us at thall@danter.com.

Back to Product Page