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

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.