Abstract

This study contributes to a deeper understanding of financial returns from the advertising of hospitality services. Specifically, we investigate how different types of franchised hotel outlets, each targeting a different customer segment, moderate the effects of various advertising expenditures on unit-level profitability. Our unique data set allows us to examine the impact of unit-level advertising expenditure allocations using line items from the profit and loss statements of more than 9,000 franchised U.S. hotel properties from 2007 to 2018. We consider the effects of investing in varied advertising activities, including the franchise advertising assessment, loyalty programs, local sales force, and local media advertising. As hypothesized, we find differential effects of advertising for outlets targeting different customer segments. Relative to traditional full-service hotels, those focused on destination-driven customer segments (i.e., destination hotels) and price-sensitive customer segments (i.e., limited-service hotels) benefit less from investing in the franchise advertising assessment, loyalty programs, and local media advertising. We also find that local sales force expenditures positively moderate performance for destination hotels. We highlight the moderating effects of hotel type as a key situational factor and provide more nuanced insight into managing the tension arising from advertising allocation at franchised hotel chains.

摘要

这项研究有助于加深对酒店服务广告中财务收益的了解。具体而言，我们调查了不同类型的特许经营酒店网点（分别针对不同的客户群）如何缓和各种广告支出对单位级别获利能力的影响。我们独特的数据集使我们能够使用2007年至2018年美国9,000多家特许经营酒店物业的损益表中的行项目来检查单位级别广告支出分配的影响。我们考虑投资各种广告活动的影响，包括特许权广告评估，忠诚度计划，本地销售人员和本地媒体广告。如假设的那样，我们发现针对不同客户群的网点的广告效果不同。与传统的全方位服务酒店相比，那些专注于目的地驱动的客户群（即目的地酒店）和价格敏感的客户群（即有限服务酒店）的酒店从对特许经营广告评估，忠诚度计划和本地媒体广告。我们还发现，本地销售人员的支出对目的地酒店的业绩有积极影响。我们将酒店类型的适度影响作为关键的情景因素加以强调，并提供更细致入微的洞察力来管理特许连锁酒店中广告分配带来的压力。有限服务酒店）从对特许经营广告评估，忠诚度计划和本地媒体广告的投资中受益较少。我们还发现，本地销售人员的支出对目的地酒店的业绩有积极影响。我们将酒店类型的适度影响作为关键的情景因素加以强调，并提供更细致入微的洞察力来管理特许酒店连锁店因广告分配而引起的紧张局势。有限服务酒店）从对特许经营广告评估，忠诚度计划和本地媒体广告的投资中受益较少。我们还发现，本地销售人员的支出对目的地酒店的业绩有积极影响。我们将酒店类型的适度影响作为关键的情景因素加以强调，并提供更细致入微的洞察力来管理特许连锁酒店中广告分配带来的压力。