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Market Research Analyst(Hospitality)

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Job Description: Market Research Analyst (Hospitality)

Employment Type: Part Time

Position Summary

The Market Research Analyst is a detail driven position to support a municipal hotel market study. This role is ideal for an analytical professional who enjoys transforming fragmented data into clear, defensible insights. Working under the direction of the Hospitality Market & Feasibility Consultant (Project Lead), the analyst will gather, organize, and interpret the supply and demand evidence that forms the backbone of the study’s conclusions. This is a data intensive position requiring strong research discipline, comfort with hospitality performance metrics, and the ability to draft clear, well structured narrative sections for a client ready report.

Key Responsibilities

Supply & Competitive Analysis

  • Compile a complete inventory of existing and pipeline lodging supplies, including room counts, chain scale, age, and condition.
  • Build competitive sets and conduct penetration and fair share analysis to support market share estimates.
  • Track announced, underdevelopment, or rumored hotel projects that may influence future supply.

Demand Research

  • Identify and quantify primary demand generators across corporate, group, leisure, sports, government, medical, and institutional segments.
  • Profile demand tied to major regional generators sports complex, civic center, college, and regional ballpark including event calendars and room night impact.
  • Gather and summarize historical and projected occupancy, ADR, and RevPAR data, highlighting seasonality and demand patterns.

Data & Reporting

  • Pull, clean, and reconcile lodging performance data from STR / CoStar (or equivalent) with local sources.
  • Assemble demographic, economic, and employment data from Census/ACS, BLS, and local economic development sources.
  • Draft the market evaluation and demand analysis sections of the report, preparing supporting tables, charts, and exhibits.
  • Maintain organized, source cited data files for inclusion in the final deliverable package.

Technical & Software Proficiencies

  • Lodging data platforms (STR / CoStar, AirDNA) or willingness to be trained.
  • Advanced Excel for data organization, analysis, and charting.
  • Public data sources: Census/ACS, BLS, ESRI, local economic development datasets.
  • Word and PowerPoint for narrative development, tables, and exhibits.

Core Competencies

  • Research rigor and resourcefulness in locating and validating data.
  • Accuracy and organization across datasets and documentation.
  • Clear written synthesis of complex information.
  • Reliability and responsiveness to Project Lead direction and deadlines.

Work Environment

  • Remote with occasional on site work in Salem & the Roanoke Region, VA
  • May require occasional extended hours as needed

Compensation & Benefits

  • Competitive salary based on experience.
  • 401(k) retirement plan, Health Benefits, paid time off, professional development opportunities.

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