Concept Testing
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Hospitality & Travel
What is this template and why does it matter?
It presents a new amenity, package, or service concept to guests or travelers and measures appeal and likelihood to book or use it. It matters because rolling out a new offering property-wide is expensive to reverse if demand isn't there.
What questions should I ask?
Appeal, likelihood to book or use it, price expectations, fit with brand expectations, and comparison to existing offerings.
How many questions should it have?
6–9.
When / how often should you send it?
Before committing budget or operational resources to a property-wide rollout.
What does a strong result look like?
A clear top concept validated against realistic expectations for the brand and property type. Corvane Predict and Journeys help validate both the visual appeal and where in the guest experience the concept fits best.
Use these questions as a starting point for your research.
Q
How appealing is this new amenity/service concept? (1–5)
Q
How likely would you be to book or use this?
Q
What would you expect to pay for this?
Q
How well does this fit with what you'd expect from [Brand]?
Q
How does this compare to similar offerings you've experienced elsewhere?
Start with this research template and customize it for your study.
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