Data Dump Indices Revealed for Hospitality Industry

Data Dump Indices for Hotel Properties 

Travel survey data captured in 4Q05 fueled Marriott to a greater command of overall consumer value and perception. By deconstructing the Data Dump Index algorithm for Marriott, we find that the reach of these data via top-tier media, coupled with an ample sample frame among high-value survey respondents, led to enhanced consumer understanding of Marriott as a well-respected brand.

Surveying heated up during the quarter overall, as U.S. research firms and hospitality companies attempted to capture the opinions of year-end vacationers. Aggregate DDIs of industry leaders for 2005 show Marriott and Hilton properties with the greatest public mindshare and highest perceived value.