News & Specials–News

Over the past six months, six business administration students have been working on behalf of Hof Weissbad AG on the topic of "The guest generation of the future: needs, accessibility, and potential," conducting market research on this topic. The focus was on the target group of (future) guests aged 40 to 65.

After the students had gained an in-depth understanding of Hof Weissbad, its guests, and its offerings at the beginning of the project, they conducted interviews with various guests and employees on site. The "heart" of the project was a quantitative survey, which was sent to registered guests via an online survey and distributed via the digital network.

The project analyzed desired offerings, preferences, and wishes, as well as the accessibility of the target group. The insightful results are now available: 1,155 responses from existing, former, and potential guests were included in the results. The most important findings of this market research are:

Offer

The wellness offering is the most important feature of the Hof Weissbad resort for the target group. Regardless of age and gender, who you are staying with or how long your stay is, the wellness offerings are most likely to lead to a booking. Sports activities, especially outdoors in nature, are also important. Yoga, Pilates, and meditation classes, as well as beauty treatments, are significantly more important to female guests than male guests.

Aesthetic beauty treatments and guided sports and health weeks are less in demand.

Preferences, and accessibility

In addition to the offers mentioned above, our guests really value the hotel's surroundings with the activities available, the regionality and sustainability, and the gourmet cuisine. Most of the people surveyed use WhatsApp as well as other social media channels such as Facebook and Instagram. This allows us to give our guests exciting insights into everyday life at the Hof even when they are at home.

The market research also showed that the resort is still not perceived as a hotel for younger guests. The services requested would be available for this target group.

Overall, we are already very well positioned to meet the needs of both our existing and potential guests with our offerings, possibilities, and vision. In order to appeal to and reach new guests, especially younger ones, we see great potential in communicating our values, offerings, and possibilities even more strongly.

We would like to thank all our guests for participating in the survey and look forward to being able to cater even better to the needs of our guests with the new bath and sauna house.