This book investigates the psychological and strategic factors that influence consumer decision-making processes when selecting lodging accommodations. Authors Dennis J. Cahill and William Winston utilize their expertise in hospitality management and marketing to provide a framework for understanding how different market segments prioritize specific hotel attributes. By analyzing the intersection of consumer needs and corporate strategy, the authors argue that effective target marketing requires a granular approach to segmentation rather than broad, generalized appeals.

Industry professionals and academic researchers frequently cite this text as a foundational resource for understanding the mechanics of hotel consumer behavior. Experts highlight the book's practical utility in developing targeted marketing campaigns that move beyond basic demographic profiling.