When it comes to the hospitality industry, Holiday Inn is one of the biggest names out there. There are Holiday Inn hotels all over the world, and they cater to a wide range of travelers.
But what about Holiday Inn Express? Who is the Holiday Inn Express target market and what are they looking for?
The Holiday Inn Express caters to both business and leisure travelers. In both cases, they are attracted to the Holiday Inn brand, but because they have chosen the Holiday Inn Express, they are usually willing to forgo some of the amenities that they get from the full-service Holiday Inn hotels.
In this article, we will study the Holiday Inn Express target market and understand why they choose to stay at a Holiday Inn Express when they have plenty of alternatives available to them.
Who is the Holiday Inn Express Target Market?
To best understand the Holiday Inn Express target market we need to understand why someone would choose to stay at a Holiday Inn Express rather than a full-service hotel like a normal Holiday Inn, Best Western, Hampton Inn, or even a Hilton Garden Inn.
And while Holiday Inn Express hotels are not extremely expensive in most cases, is price a key reason why people choose a Holiday Inn over a luxury hotel or over a business hotel like a Hilton, Marriott, or Four Seasons?
Similarly, why do people on vacation choose a Holiday Inn Express when there are many other compelling alternatives like cute bed-and-breakfasts or boutique hotels? And finally, why spend money on a hotel like Holiday Inn when there are decent budget hotels available or even Airbnb alternatives?
These questions are important because they help us understand the Holiday Inn Express target market and especially understand how they make decisions when selecting hotels. Answering these questions also helps us divide the Holiday Inn Express target market into the following customer segments:
- People who prefer the Holiday Inn Brand
- People who like the familiarity of the Holiday Inn Brand
- Business Travelers on a modest budget
- People on vacation who prefer a reasonably-priced hotel
- Backpackers and students
- People who are looking for a hotel that provides value for money
- Travelers for whom a Holiday Inn Express is the most convenient option
Let’s look closely at each of these segments of the Holiday Inn Express target market.
#1. People who prefer the Holiday Inn Brand
People who strongly prefer the Holiday Inn brand clearly are a Holiday Inn Express target market.
These are people who have had a good experience with Holiday Inn or a Holiday Inn Express in the past or maybe they’ve heard good things about Holiday Inn from friends and family.
They know what to expect when they stay at a Holiday Inn and they’re comfortable with the brand. For these people, Holiday Inn Express is their first choice when it comes to hotels.
What this means for Holiday Inn Express is that they need to make sure that they’re living up to the expectations of these customers. They need to provide a consistently good experience so that these customers keep coming back.
#2. People who like the familiarity of the Holiday Inn Brand
Sometimes when traveling, people just want to know what they’re getting into. They don’t want any surprises and they prefer to stick with brands that they’re familiar with.
For these people, Holiday Inn is a safe choice even if it is a Holiday Inn Express. They know that they can expect a certain minimum level of quality and service when they stay at a Holiday Inn Express hotel. This makes them a safe Holiday Inn Express target market.
For instance, when someone’s traveling to a new destination for work, they might not have time to explore different hotel options. In this case, they would likely just book a room at the Holiday Inn Express closest to their meeting or conference.
#3. Business Travelers on a model budget
Many businesses have a preferred hotel that their employees must book when they travel for work. For smaller businesses or businesses on a tight budget, Holiday Inn Express is often the preferred hotel.
This is because Holiday Inn Express offers a good value for the price. Business travelers are often able to get a room at a Holiday Inn Express for a reasonable price with no frills. And while the rooms might not be as luxurious as a Hilton or Hyatt, they’re usually clean and comfortable.
So, for businesses that are looking to save money, Holiday Inn Express is an attractive option. This makes business travelers on a tight budget a key Holiday Inn Express target market.
#4. People on vacation who prefer a reasonably-priced hotel
Sometimes when people travel on vacation, they like to splurge and stay at a luxurious hotel. But other times, they just want a clean and comfortable place to stay without spending a lot of money.
For people who fall into the latter category, Holiday Inn Express is often a good choice. They can usually find a Holiday Inn Express in most destinations and they know that they’ll be able to get a room at a reasonable price.
An advantage of staying at a hotel rather than a bed-and-breakfast or an Airbnb is that people can usually get a room with more amenities like a pool or a fitness center. So, for people who are looking for a good value, Holiday Inn Express is an attractive option.
#5. Backpackers and students
Backpackers and students traveling on a tight budget often stay at hostels. But sometimes, they may want a little more comfort and privacy than a hostel can offer.
In these cases, they might choose to stay at a Holiday Inn Express. Holiday Inn Express hotels are often a good choice for backpackers and students because they offer a reasonable price for a private room.
What’s more, Holiday Inn Express hotels are often located in central areas, so it’s easy for backpackers and students to get around and explore the city. This makes them a key Holiday Inn Express target market.
#6. People who are looking for a hotel that provides value for money
Many people choose to stay at a Holiday Inn Express hotel because they feel like they get a good value for their money.
Holiday Inn Express hotels often offer a good balance between price and quality. They’re usually not as expensive as luxury hotels, but they offer more amenities and better service than the very low-end budget hotels.
Also, many Holiday Inn rooms can accommodate families or small groups, so people can often get a good deal by booking a room at a Holiday Inn Express.
For people who are looking for a hotel that provides value for money, Holiday Inn Express is often a good choice. This makes them an important segment of the Holiday Inn Express target market.
#7. Travelers for whom a Holiday Inn is the most convenient option
The final segment of the Holiday Inn Express target market that we will review chooses Holiday Inn Express simply because it is the most convenient option.
This might be because they are traveling to a location where there is no other hotel that they like. Or, it might be because there is a Holiday Inn Express hotel located close to their final destination.
For instance, if a Holiday Inn Express is attached right to a major tourist attraction, then it might be the best option for people who are looking for a convenient place to stay.
This market segment may not be loyal to the Holiday Inn brand, but they still choose the hotel chain because it is the most convenient option. They may just as well choose another hotel next time they travel if it is more conveniently located.
Conclusion
The Holiday Inn Express target market includes a range of people who travel for business or leisure but who like the experience of staying at a hotel with a good reputation and a known brand. These people either prefer a Holiday Inn hotel or appreciate the familiarity of the Holiday Inn Brand.
Business Travelers on a model budget also select Holiday Inn Express for its affordable rates. Holiday Inn Express offers amenities that these travelers need like a hot breakfast, but it may not offer other amenities like free wifi, a fitness center or a pool as would a full-service Holiday Inn hotel.
For the same reasons people on vacation who prefer a reasonably-priced hotel also often select Holiday InnExpress. Families or small groups often find that the hotel’s accommodations best suit their needs as well.
Backpackers and students also find that Holiday Inn Express locations are often centrally located and easy to get around the city. The price for a private room is also appealing to this group.
People who are looking for a hotel that provides value for money also find Holiday Inn Express to be a good choice. The hotels offer a good balance of price and quality as well as more amenities than a budget hotel.
The final segment of the Holiday Inn Express target market chooses the hotel chain because it is the most convenient option. This might be because they are traveling to a location where there is no other hotel that they like or because a Holiday Inn Express hotel is located close to their final destination.