Short-Term Guestroom Sales Forecasting Practices A Study of Illinois Hoteliers

ABSTRACT

To better understand forecasting practices of hoteliers, all members of the Illinois Hotel/Motel Association were contacted via a phone survey. Over 70 percent of these hotels agreed to participate in the study. Results indicate that while about 50 percent of these hotels use a mathematical forecasting procedure, the other 50 percent do not. Answers to detailed requests about data used in forecasting, uses of forecasts, and forecasting methods, suggest that the typical forecaster has little understanding of forecasting theory. Problems could arise if the basic conditions of supply and demand change for these hotels. The authors believe that the results of the study suggest an immediate need for forecasting education and seminars.