Keen Independent understands the challenges of the hospitality industry.
Better business hotels. The Magnolia Hotel in Denver sought to understand how guests perceived the property, services and amenities and how the Magnolia compared to its local competitors. In addition, the Magnolia desired to learn how business and leisure guests selected the hotel. Through in-room guest surveys and guest focus groups, David Keen uncovered how the hotel is perceived and the motivators that led to its selection for short- and long-term stays. Mr. Keen worked with Steve Holtze, the hotel owner, and his managers to strengthen messaging, and enhance amenities and service levels. Mr. Keen also researched the Dallas and Houston markets for new Magnolia hotels.
On behalf of the JW Marriott Denver at Cherry Creek, Annette Humm Keen and David Keen conducted a series of focus groups with business and leisure travelers. This research uncovered guest perceptions, expectations and needs. One of the key findings was the hotel’s restaurant design and menu was ill-matched for the type of experience guests wanted for dining in the hotel. The JW Marriott used the research results to guide its restaurant redesign and to reinforce the importance of consistent communications and levels of service.
In a separate assignment for another hotel client, David Keen examined the competition and position of high-end business hotels in Washington, D.C.
Better conference and events centers. The Inverness Hotel and Golf Club considered itself to be a best-in-class conference facility. Sales and marketing personnel did not think that meeting planners shared this perspective. Through in-depth interviews with corporate and independent meeting planners, David Keen confirmed that meeting planners had a different perception of the Inverness. At the time, sales and marketing materials emphasized the golf club. The research found that the golf course was the least important attribute to meeting planners. As such, the Inverness repositioned itself as the Inverness Hotel and Conference Center and changed the focus of its marketing materials.
Annette Humm Keen completed in-depth interviews with local business owners, event planners and other knowledgeable individuals to help a Denver-area winery determine whether it should expand its facility to include an event space and increase its on-site retail sales. Through the interviews, Annette Humm Keen assessed the market for urban venues, identified existing competition and determined how to reach potential customers. This research helped the winery refine its plans for expanding its facility and marketing its services to the community. The winery has implemented many of Ms. Humm Keen’s recommendations.