Exploring Guest Preferences of Breakfast Menu: Conjoint Analysis

Many lodging operations offer a complimentary breakfast as a sales tool, a part of the brand standard distinguishing and leverage, to attract more travelers. However, there is dearth of studies focusing on which food and beverage items a hotel should decide to include at the breakfast. This study identifies which bundle of breakfast items were most preferred by travelers. Pilot survey was collected from guests to identify breakfast attributes and levels to be included in the main study. The main survey was collected using Web based panels from a marketing firm. Choice-based conjoint (CBC) experiments were carried out for data analysis. The findings suggest that managers should keep fruit bowl, waffle, scrambled egg, and coffee on their menu as core items.