You can use factor analysis with scale variables, like ratings

There is a white paper on it, getting more out of survey research, in IBM SPSS.

Then you can plot a given factor against some other measurement, like how often they stay at a hotel or how many supplements they buy, to make sure it is reliable.

You can do multiple regression to just see which variables are most important in predicting something, and you look at the p-values of the coefficients to see which ones are significant, and you look at the sign (+ or -) to see the direction of the relationship.

http://public.dhe.ibm.com/common/ssi/ecm/en/ytw03033usen/YTW03033USEN.PDF


You can also use CUSTOM TABLES to show how results are different for all your clusters, and compare them side-by-side.

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