CONSUMER&

BRANDBrandKPIs

for

hotels:

Courtyard

in

theUnited

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Courtyard’sperformance

inthehotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

Courtyard

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Courtyard’sbrandingresonates

more

withGen

X?Courtyard

ranksoutsidetheTop10

inawarenesswithin

the

hotel

market?Courtyard

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Courtyardis

30%?Courtyard

rankstenthinusage?Among

Courtyardenthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,Courtyard

isoutside

the

Top

10

in?Consumers

want

theirhotel

brandstohavethe

United

Statesfriendliness,

honesty

/trustworthiness,

and

highvalue?Courtyard

hasascore

of

17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Courtyard

at

74%Brand

profile:

snapshotBrand

performance

of

Courtyard

inthe

UnitedStates74%67%30%17%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=834,

respondents

who

know

the

individual

brand

(popularity),

n=834,

respondents

who

know

theindividual

brand(usage),

n=115,

respondents

who

have

used

the

individual

brand

(loyalty),

n=834,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Courtyard’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCourtyard

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatCourtyard

islikedby14%

of

Babyboomers

and

34%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and

26%,

respectively.34%27%26%ForMillennials

andGen

Z,

38%

and

14%

feel

positivelytowards

Courtyard,versus

40%

and

27%.

Socurrently,forCourtyard,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.14%14%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=247,

Courtyardenthusiast,

n=863,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Courtyard

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Courtyard

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Courtyard

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.47%53%48%52%53%

ofmen

likeCourtyard

compared

to47%

ofwomen,

whereas

fortheoverallindustry,52%

of

men

usehotelscompared

to

48%

of

women.92%90%6%

of

Courtyardenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=247,

Courtyardenthusiast,n=863,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Courtyard

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.27%24%Single38%39%14%14%CoupleSingleparentNuclear38%

ofCourtyard

enthusiastsarefromhigh-income

households.Courtyard’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

27%

of

Courtyardenthusiastshavethiscurrent

livingsituation.11%11%22%23%35%32%29%Multi-generational6%6%13%14%ExtendedOther28%7%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=247,

Courtyardenthusiast,

n=863,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

havefriendliness,

honesty

/trustworthiness,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

friendliness,honesty

/trustworthiness,

andhighvalue.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityCourtyard

users

alsoappreciate

thesekey

attributes,indicating

Courtyardexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCourtyardenthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityCourtyard

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=115,

Courtyardusers’,n=247,

Courtyardenthusiast,

n=863,hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Courtyard

fans,

40%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?55%40%40%37%35%30%29%28%26%26%25%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=247,

Courtyardenthusiast,

n=863,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Courtyard

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinthe

United

Statesis72%.

Awareness

ofCourtyard,however,

is

at67%.Awareness30%

ofU.S.

hotelusers

saytheylikeCourtyard,compared

to

anindustryaverage

brandpopularity

of30%.14%

ofindustryusers

intheUnitedStatessaythey

useCourtyard,with

the

average

usageofabrandat14%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Courtyard

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

16%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=834,

respondents

who

know

the

individual

brand

(popularity),

n=834,

respondents

who

know

theindividual

brand(usage),

n=115,

respondents

who

have

used

the

individual

brand

(loyalty),

n=834,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Courtyard

ranks

outside

the

Top

10

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCourtyardRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Hilton88%87%84%84%83%82%77%75%74%73%2Holiday

InnHoliday

InnExpressMarriott33%345Days

InnUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Hampton7Best

WesternHiltonGarden

InnQuality67%8Outofallrespondents,

67%

were

aware

of

Courtyard.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9WaltDisney

ParksandResortsAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Courtyard

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCourtyardRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Hilton44%42%40%38%36%35%34%31%30%29%2Holiday

InnBest

WesternMarriott30%34Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Courtyard.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.5Days

Inn6Comfort7Embassy

SuitesHoliday

InnExpressCourtyardHampton70%89PopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=834,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Courtyard

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofCourtyardRank#

BrandUsage

%22%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Hilton14%2Days

Inn21%3Comfort21%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

Courtyard.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.4Best

WesternEmbassy

SuitesHoliday

InnMarriott21%518%617%717%8Holiday

InnExpressHampton16%86%915%UsageN/A10Courtyard14%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=834,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Courtyard

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCourtyard’s

consumersRank#

BrandLoyalty

%91%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WyndhamBest

WesternLaQuintaMarriott285%26%384%482%5Hilton81%WaltDisney

ParksandResorts681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.7Holiday

InnExpressQuality80%74%878%9Sheraton77%Outofrespondents

whohaveused

Courtyard,74%saidthey

would

usethebrand

again.LoyaltyN/A10Holiday

Inn76%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=115,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Courtyard

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCourtyardRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Hilton17%2Best

WesternComfortDays

Inn26%321%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutCourtyard

inthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.421%WaltDisney

ParksandResorts521%6Holiday

InnMarriott19%718%8Embassy

SuitesCourtyardHampton18%83%917%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=834,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

Ana