The engagement
Hotwire wanted to make its Million Dollar Sale resonate during the holiday travel season. It needed a credible consumer insight that could illuminate the gap between travelers’ desire for luxury stays and the cost barriers that kept five-star hotels out of reach.
The research approach
CITE Research surveyed 1,000 U.S. adults to explore attitudes toward luxury hotels, travel costs and holiday stress, establishing a clear evidence base for the campaign narrative.
From findings to impact
The research found that 67% of respondents said cost prevented them from staying at five-star hotels more often. Hotwire used the finding to support the Million Dollar Sale campaign, generating coverage from Forbes and USA Today.
Highlighted result
1,000 U.S. adults surveyed—and findings that helped turn a promotional campaign into national coverage from Forbes and USA Today.
Methodology
CITE Research conducted a survey of 1,000 U.S. adults on behalf of Hotwire.
Relevant services
- PR Survey Research
- Consumer Research
- Campaign Research