Hospitality Research

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With a focus on market opportunity analysis, concept & product development, and loyalty programs, Novema works in the following hospitality sectors:

Clients within this sector include Accor, Hilton, Hyatt, IHG, Legoland, McDonalds, Pizza Hut, Radisson, Traveloka, Wyndham, and Visa.

Case studies

To create a strategic marketing plan for a Quick Service Restaurant, we analyzed consumer motivations and category trends, identifying customer expectations and the client’s brand strengths to meet the market opportunities.

A new online travel agency (OTA) backed by significant venture capital aimed to grow across Asia Pacific. We evaluated brand equity of the OTAs, analyzed travelers’ online buying habits, and tested OTA value propositions to guide a regional marketing strategy.

A major hotel brand developed a sub-brand targeting health-conscious and
experience-focused travelers, revealing new market segments through our research.

Working with an interior designer, our research explored customer views of the F&B brand and potential growth areas through in-depth interviews about their experiences at the client’s brand and similar restaurants.

Client testimonials for international schools

The Novema Brand Equity & Market Insights Study has provided relevant, up-to-date, and actionable insights into the state of International Education in Malaysia, and most importantly, what is in parents’ minds. The research results are comprehensive and helped us define our priorities in terms of communications with prospective
families. We look forward to continually refining our marketing strategies with the Novema Insights study over the coming years.

The Novema International Schools Brand Equity & Market Insights Study is the only study of its kind. It is an exceptional report on the perceptions of international schools
in Singapore amongst the international school parent community. We have partnered with Novema on this study since its inception and have found it to be immensely valuable in helping us to refine Tanglin’s marketing and communications activities.

GESS has subscribed to the Novema Brand Equity Survey for many years, and the strategic insights gained from the survey have been vital in growing enrolment in the competitive Singapore market. The analysis and data from the Novema study has also been very useful in developing our school’s brand strategy as well as strategic improvement plan. The Brand Equity Survey is comprehensive, relevant and offers deep insight into the Singapore international school market, expat families’ needs as well as allowing schools to benchmark their brand and offering to competitors.

Novema is a trusted partner for the Dulwich Group and schools as we expand our footprint. We use Novema to provide market research insights to inform strategic decisions including identifying target markets and testing product and concept developments. In a highly competitive school management environment, Novema’s ability to accurately translate data and sentiments are critical to decision making.

KTJ has subscribed to the Novema Survey for a number of years. We have found it an invaluable source of information about our position within the international school market and a very useful measure of how we are doing against our competitors. The results of the survey have helped us in much of our decision-making around
marketing and admissions, as well as in other areas of the School. I can’t imagine operating without the insights this survey provides.

KIS International School was very pleased with the findings that the Novema team uncovered in the market equity study. Their professionalism and dedication in providing actionable insights has been valuable as we define our strategic goals, areas for growth, and shape our communications strategies.