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IDIs & focus groups: UK adults on hotel stays

Couple checking into a hotel - receptionist is handing over the room key

The client brief

In the wake of the Covid pandemic, our team completed a project for a popular global hotel chain, which was interested in exploring the experience and needs of individuals who stay in hotels for business or leisure trips and what influences their choice of hotel. We were asked to recruit a mix of UK adults aged 21 to 60 who had previously stayed in a hotel for leisure or business reasons and planned to travel again in the future.

Number of profiles - 62
Research Countries - 
Research Audience - 
Research Industry Focus - 

Research methodology

These are the methodologies FieldworkHub used during this research process to help our client achieve their desired results.

FieldworkHub delivers

We completed 16 in-depth interviews and 15 triads (small focus groups involving three respondents) to collect insights about the factors that they take into account when searching for hotel rooms.

Recruitment for this project was quite complex as we were required to find a set of profiles that satisfied many interlocking quotas and criteria – including age, gender, the level of past and anticipated work and personal trips and their perceptions of the client’s brand and other comparable brands. These quotas were needed to ensure that each interview and triad contributed a new perspective to the research.

We provided attentive, hands-on project management throughout the interview period to ensure that the process ran smoothly and to search for the best possible replacements for the small number of respondents who had to withdraw at short notice.

The team at FieldworkHub have been an absolute pleasure to work with. We threw in a mid-fieldwork curveball requesting additional sample and the team accepted the request with no issues in delivering. The quality of the sample was high and I have no hesitation in recommending FieldworkHub and look forward to working with them again.


Senior Account DirectorGlobal Market Research Agency


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FieldworkHub is an agile, knowledgeable market research fieldwork agency providing high-quality focus group recruitment as part of our full range of qualitative and quantitative fieldwork services.
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