Assessing the hotel requirements of professional sports teams for the hotel industry

The sports market can produce a consistent and lucrative market for the hotel industry which now is experiencing slow growth and intense competition. In addition to generating revenues, hosting professional sports teams provides excellent public relations and prestige for hotel properties. An extensive literature search indicates that there is a need for descriptive research on targeting professional teams’ markets within the hotel industry. The purpose of this study was to identify the professional sports teams' needs (the requirements they seek) when selecting hotel accommodations. Then, based on the findings of the study, the information was presented as a guide for hotel executives to enhance their marketing strategies in capturing these markets. Also, the findings hoped to make a contribution to the growing body of knowledge of the sports market within the hotel industry.

Baseball, football, and basketball were the top three popular sports in terms of attendance in 1988-1990 in the United States; therefore, the sample for this study was 28 Major League Baseball teams, 28 National Football League (NFL) teams, and 27 National Basketball Association (NBA) teams. The principal research tool was a mail survey. Also, telephone interviews were implemented to gather in-depth information and to provide a follow-up of the survey.

The results of the study showed that each professional team has different requirements depending on the type of sport. Moreover, individual team policies determine the services a team will want during its stay at a hotel. It is apparent Major League Baseball teams generate the most revenue for the hotel industry compared to the NFL and the NBA teams.