Published Paper Details:

This study examines the factors that influence hotel selection in metropolitan markets, with specific reference to Holiday Inn Mumbai International Airport. Mumbai represents one of the most competitive hospitality environments in India, where hotels must go beyond brand recognition to convert awareness into actual bookings. The research focuses on key determinants such as cleanliness, room comfort, location, pricing, service quality, brand reputation, loyalty programs and the role of digital platforms in shaping guest decisions. The study adopts a descriptive and quantitative research design using primary data collected through a structured online questionnaire administered to ninety respondents, including both guests who have stayed at the hotel and those who have not. Secondary data from academic journals and industry reports are used to support the analysis. The findings reveal a significant gap between brand awareness and booking behavior. While the Holiday Inn brand enjoys strong visibility, this does not translate proportionately into stays. Cleanliness, hygiene, comfort and accessibility emerge as the most influential decision factors, outweighing brand name alone. Digital platforms play a decisive role in the hotel selection process by supporting discovery, comparison and evaluation through online travel agencies and reviews. Guests who have stayed at the property report satisfaction with rooms and food and beverage services, while banquet facilities and marketing communication show lower visibility. The study concludes that to improve conversion, the hotel must strengthen its digital presence, reposition itself beyond a primarily business travel identity and leverage operational strengths to build loyalty. The research contributes practical insights for hospitality managers operating in highly competitive urban markets.