Hotel sales and marketing professionals at individual hotels can have access to consumer-based marketing intelligence to help them more accurately develop their annual marketing plan and sales strategies as a result of a partnership between the Hospitality Sales & Marketing Association International (HSMAI) and D.K. Shifflet & Associates Ltd. (DKS&A).

This new affinity agreement between the two organizations provides a unique and exclusive product offering for HSMAI members at a drastically discounted rate.

DKS&A's Origin Guest Generation reports present lodging segment profiles of business and leisure hotel guests for 77 major origin markets.

“What makes this so beneficial is that the data allows users to understand where guests originate and how they can reach them more effectively,” states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “This data is so critical when you’re strategizing your sales efforts and creating an effective marketing plan as it gives you the ability to compare your business to the total hotel segment in your competitive set.”

The Marketing Model presents information to lodging clients in the four areas:

1. Targeting – Who are the target groups you should be attracting?

2. Positioning – How do you want them to perceive and relate to your brand?

3. Communicating – How should you communicate to them (media, message)?

4. Market Assessment – How are you performing in the market?

Among the variables reported are: Demographics; Lifestyles and Activities; Spending and Composition; Travel and Reservation Information; Time and Duration; and Location Profile.

The cost of the business or leisure profile for HSMAI members is $295 each; combined reports are $495.