The Design Hotels™ Traveler

the design Demographics ™ hotels 29 %

11 % ,g $ traveler 3 % 40 % 18 % Design Hotels™ customers are understated, sophisticated

and culturally aware; they Professions STATUS do not primarily associate luxury consulting industry 20 % AGE married 45 % with material objects and 18 — 29 18 % admire brands that offer an creative industrIES (ART, MUSIC,...) 19 % single 24 %

30 — 39 40 % experiential value: quality, finance Industry 16 % cohabiting 19 %

refinement, understatement TECHNOLOGY / IT 10 % 40 — 49 29 % HOUSEHOLD income 106,000 €

and thoughtfulness. Significant HEALTHCARE 10 % 50 — 59 11% University degree 80 % herein is the growing importance RETAIL 8 % 60 + 3 % Po st graduATe degree > 30 % of an eco-conscious and respon- sible lifestyle. Cities of origin

IN COLLABORATION WITH

THE RESEARCH DIVISION OF live in cities They own Laptops Tablets Smartphones Design Hotels™ customers are part of the driving forces Design Hotels™ in the world’s customers are tech creative hubs. savvy, and have a heavy slant MAIN HUBS AMERICAS MAIN HUBS EUROPE MAIN HUBS ASIA PACIFIC towards Apple iPhone 64 % New York, LA, San Francisco, London, Paris, Berlin, Hamburg, SINGAPORE, HONG KONG, TOKYO, SYDNEY, other 20 % products. ANDROID 16 % Chicago, Toronto, Sao Paulo, STOCKHOLM, AMSTERDAM, MOSCOW, SEOUL, MELBOURNE, SHANGHAI, BANGKOK,

Miami, Mexico City, Montreal MADRID, MILAN, Zürich Jakarta, BEIJING, Kuala Lumpur, MUMBAI They book onao a l pt p 79 % on a tABLet 14 % ont a smar phone 10 %

The aspect of social What’s important Travel habits What motivates in life? them to travel?

rely on personal recommendations when choosing € a hotel. 582 , ! 2.8 nights spend per stay per booking R,gS

Instagram use travel SPENDING time with the Design Hotels™ customers travel as much for business as Pinterest partner and friends/family 83 % toor expl e new cities 85 % AS W review/rating they do for leisure. They look for travel experiences that Facebook Behance fitness & living healthy 66 % to spend time with the partner 66 % Twitter LinkedIn Soundcloud websites are relevant & meaningful, and that allow them to Google+ Xing Tumblr to form their tra veling the world 55 % explore local cultures and lifestyles. 81% care more about to see historic attractions 44 %

social P Nroiche decision. eating & drinking well 53 % the hotel they stay in than getting a good deal. to go shopping & dining 42 %

Design Hotels™ What do they look Premium travel Favorite brands Daily media use brand trust for in a hotel?

ha s free wifi 76 % prefered print

is friendly & with character 64 % WALLPAPER prefered digital

ha s staff with local knowledge 54 % of Design Hotels™ cars watches fashion technology MONOCLE SARTORIALIST cu stomers see Design Hotels™ as a offers first class service 52 % customers travel in first audi ROLEX HUGO BOSS APPLE CONDE NAST TRAVELER DEZEEN trusted source of quality hotels 83 % is in a central location 50 % & business class or BMW IWC ZARA SONY TRAVEL & LEISURE COOLHUNTER customers would always prefer to stay at a Design Hotel 65 % I S envirONMentally friendly 34 % premium economy. PORSCHE OMEGA PRADA SAMSUNG The economist Astronaut Magazine