ANALYZING SEASONALITY IN WELSH ROOM OCCUPANCY DATA
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Abstract
This paper analyzes the seasonal variations in occupancy rates for the accommodation sector in Wales over the period 1998 to 2000. The approach is based on a combination of principal components and cluster analysis. The results are used to group establishments with similar performance profiles. Some general relationships between occupancy performance and the characteristics of the accommodation businesses in Wales are identified. The analysis extends to the hotel and other parts of the serviced accommodation sector allowing comparisons to be drawn. Several concrete pointers for tailoring marketing strategies to the requirements of different accommodation segments are discussed.