Overview

ODIN360 was engaged by a leading hospitality company to develop a comprehensive accommodation strategy for a new premium nature-based opportunity with relevant visitors segmented, experiences identified and concepts detailed. The goal was to identify target customers, market opportunities, and product recommendations to guide future investment in this emerging accommodation segment.

ODIN360 employed a rigorous 8-step methodology combining extensive data analysis, market research, and strategic planning:

• Analysis of the Australian visitor economy and tourism trends
• Examination of cabin market performance in holiday parks as a proxy
• In-depth target customer analysis including personas
• Product and concept testing
• Regional location analysis
• Gaps and opportunities assessment
• Revenue modeling and forecasting
• Supply cost analysis

The project involved analyzing Tourism Research Australia data on travel patterns and preferences of higher-income households. ODIN360 also conducted custom market research with 2,000 respondents to gauge interest in the concept and identify key customer segments.

Deliverables included:

• Detailed target customer personas and market sizing
• Product and amenity recommendations based on customer preferences
• Analysis of optimal locations and regional opportunities
• Revenue and occupancy forecasts
• Competitive landscape assessment
• Strategic recommendations on positioning and product mix

Key outcomes:

• Identified 5 core target customer segments with distinct needs and preferences
• Estimated total addressable market size
• Found 95% of target customers would consider the concept after viewing stimulus
• Provided data-driven insights on optimal room types, amenities, experience, and pricing
• Identified up to 8 potential regional locations across multiple States
• Recommended focus on specified accommodation styles and visitor experiences to meet customer demand

The comprehensive strategy equipped the client with actionable insights to guide business planning and investment decisions for this new accommodation concept. The rigorous research and analysis provided a strong foundation to capitalise on the identified market opportunity. The strategy has been endorsed by the international and Australian leadership for implementation