Accor: First Accor European Business Traveler Research - nov 2012

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  • 1. FIRST ACCOREUROPEAN BUSINESS TRAVELER RESEARCHLooking for R.E.W.A.R.D NOVEMBER 2012
  • 2. INTRODUCTION WHY DID ACCOR CONDUCT THIS FIRST EUROPEAN SURVEY ? Accor, the world’s leading hotel operator Our ambition: To become the global reference in the hotel industry Our commitment as a leader: To study the habits of business travelers and anticipate emerging expectations Our objective: To highlight trends and reinvent the hospitality business Launch of the first Accor European Business Traveler ResearchFirst Accor European Business Traveler Research
  • 3. PART I A GUIDE TO EUROPEAN BUSINESS TRAVELERSFirst Accor European Business Traveler Research
  • 4. THE GERMANS ARE EUROPE’S BUSINESS TRAVEL CHAMPIONS European Business Travelers declared that they made an average of 16 business trips in the first half 2012, which for most of them was the same number as in 2011. With an average of 17 business trips in the first half of 2012, the Germans make the most business trips out of the survey’s sample of European travelers.Average number of business trips in the first half of 2012 TOTAL AVERAGE 16 13 17 ALLEMAGNE 17 FRANCE U.K 15 15 13First Accor European Business Traveler Research
  • 5. MOST EUROPEAN BUSINESS TRIPS ARE MADE WITHIN THE EU European Business Travelers make most of their trips inside their own country. Only 25% of their trips are made outside their home country and these are mostly within Europe and to neighboring countries. For example, the French travel mostly to Germany, the United Kingdom and Italy, while the Germans travel mostly to Austria, Switzerland and France. British Business Travelers make more international trips, citing the United States as their third most frequent destination. British travelers were the only ones to list a country outside Europe in their top five business destinations in the first half of 2012. Average number of trips made: domestic and international 12 4 13 4 12 3 9 4 TOTAL 16 17 15 13 DOMESTIC INTERNATIONALEuropean business travel destination in the first half of 2012 Top 5 European business travel destination 24% FRANCE GERMANY UK 23% 22% 22% 22% 20% 19% 19% 17% 17%First Accor European Business Traveler Research
  • 6. INTERNAL MEETING ARE THE MAIN FOR BUSINESS TRAVEL European businessmen and women travel primarily to attend internal meetings. New communication means (email, Intranet 2.0, visio-conference, etc.) have therefore not eliminated the need for business trips, including for internal reasons. European Business Travelers say meetings with clients are their second most common reason for travel. France is the exception with 64% of French business travelers declaring that they travel to meet clients.Top 5 common reasons for business travel (first half of 2012) TOTAL FRANCE GERMANY UK 44% 28%52%50% 38% 33%40%41% 32% 31%41%14% 28% 20%32%30% 24% 26%24%19% TO ATTEND INTERNAL TO ATTEND EXTERNAL FOR EXTERNAL TO VISIT A TRADE FAIR, TO ATTEND INTERNAL MEETINGS MEETINGS, TO VISIT SALES OPERATIONS OR ATTEND A BUSINESS TRAINING COURSES CLIENTS (E.G. PROSPECTING) EVENTFirst Accor European Business Traveler Research
  • 7. BUSINESS TRAVELER WORK RATHER THAN RELAX IN THE HOTEL Business travelers tend to work at the hotel between meetings. 55% of business travelers said they work often or always during their hotel stay and only 8% said they never work in the hotel. Breakfast is considered essential by business travelers, regardless of their nationality and a large majority of business travelers still have breakfast at their hotel (89%). However, only 28% have dinner there, citing mostly the practical advantages of eating on the premises. ALWAYS 19%Do you work in your hotel USUALLY 36% SOMETIMES 37% when you are on a business trip ? NEVER 8%Do you have breakfast and/or dinner at the hotel when you are on a business trip? YES : BREAKFAST YES : DINNER NO : NEITHER 89% 28% 9% 89% 41% 7% 92% 17% 8% 82% 31% 13% TOTAL FRANCE GERMANY UKFirst Accor European Business Traveler Research
  • 8. BUSINESS TRAVELER WORK RATHER THAN RELAX IN THE HOTEL European Business Travelers tend not to use the hotel’s sports facilities when traveling for business. 55% say they never use the fitness room and the French are even less sporty than the British and Germans with 63% declaring that they never use the hotel fitness room on a business trip.Do you use the hotel’s fitness room when you are on a business trip? 3% 2% 3% 4% 10% 7% 9% 13% 33% 27% 37% 31% 55% 63% 51% 51% ALWAYS USUALLY SOMETIMES NEVER TOTAL FRANCE GERMANY UKFirst Accor European Business Traveler Research
  • 9. WHAT KIND OF BUSINESS TRAVELERS ARE YOU ? Connected and International Loyal and Pragmatic Eco-minded and GenerousFirst Accor European Business Traveler Research
  • 10. PART II BUSINESS TRAVELER TRENDS THE R.E.W.A.R.D HOTELFirst Accor European Business Traveler Research
  • 11. RESERVATION: AN OVERWHELMING PREFERENCE FOR ONLINE BOOKING For business travelers, selecting their hotel is a matter of personal choice. More than two in three European business travelers organize their hotel stays them- selves and do not delegate this choice. Three in four business travelers book their hotels online: either directly via the hotel website (43%), or via an online travel agency (33%). The British are the most digital-savvy with nine out of ten reservations made on the Internet. European Business Travelers have less direct contact with the hotel, except for the French, where one in four business travelers prefers direct contact with the hotel when booking (email, telephone).Who books your accommodation? I DO ASSISTANT CLIENT / CONTACT 66% 70% 61% 69% 26% 32% 28% 29% 4% 6% 4% 5% TOTALBreakdown by type of booking channel TOTAL FRANCE GERMANY UK 43% 33% 16% 47% 18% 26% 30% 48% 15% 64% 26% 3% 4% 5% 4% 3% 4% 5% 3% 3% Online booking on the hotel website Online booking on a travel website Direct contact with hotel Travel agent Call centerFirst Accor European Business Traveler Research
  • 12. RESERVATION: AN OVERWHELMING PREFERENCE FOR ONLINE BOOKING Business travelers praise the simplicity of online booking describing it as practical, easy and fast with instant confirmation. They particularly appreciate being able to check the hotel’s amenities and services, see the rooms and read other customers’ comments.Top 5 reasons for booking online ACCESS CAN CHECK HOTEL PRACTICAL INSTANT CONFIRMATION EASIER TO MANAGE TO SPECIAL OFFERS SERVICES 61% 53% 48% 48% 42% 58% 53% 40% 44% 36% 58% 51% 50% 49% 46% 71% 55% 53% 49% 42%First Accor European Business Traveler Research
  • 13. E XPERIENCE : LOCATION AND COMFORT Not surprisingly, most business travelers want a hotel that is close to their final business destination. For example, 66% of business travelers say hotel location is of primary importance. The second most common reason for choosing a hotel is the price. A comfortable bed is the most important service business travelers want from their hotel. 71% consider it the most essential hotel service, followed by quality bathroom facilities and staff courtesy. Hotels will therefore be differentiated according to the services they offer.Top 4 hotel selection criteria 74% TOTAL MEN WOMEN 66% 65% 52% 54% 44% 46% 48% 46% 48% 37% 34% PROXIMITY PRICE FREE WI-FI ALREADY STAYEDTop 5 hotel services 78% TOTAL MEN WOMEN 71% 70% 50% 50% 50% 36% 35% 38% 35% 36% 34% 27% 27% 29% COMFORTABLE QUALITY STAFF COURTESY FREE WI-FI STAFF PROFESSIONALISM BED BATHROOM FACILITIESFirst Accor European Business Traveler Research
  • 14. WI-FI: FREE WI-FI IS A DETERMINING FACTOR FOR ONE IN TWO TRAVELERS Free Wi-Fi access is no longer an ancillary service. It has become a determining factor when choosing a hotel. Free Wi-Fi access is the third most important crite- ria for business travelers when selecting a hotel.Hotel selection criteria TOTAL FRANCE GERMANY UK 66% 67% 64% 70% 52% 49% 51% 60% 46% 48% 45% 46% 46% 40% 54% 36% 34% 19% 44% 32% PROXIMITY PRICE FREE WI-FI ALREADY STAYED TRANSPORTTop 5 hotel services for European Business Travelers 71% 50% 36% 35% 27% 65% 41% 35% 34% 30% 73% 59% 42% 32% 23% COMFORTABLE BED 75% QUALITY BATHROOM FACILITIES 40% STAFF COURTESY 23% FREE WI-FI 43% STAFF PROFESSIONALISM 33% TOTAL FRANCE GERMANY UKFirst Accor European Business Traveler Research
  • 15. ATTENTIVE : BUSINESS TRAVELERS EXPECT PERSONALIZED SERVICES A personalized service: the European business traveler would like to receive special attention. When asked what services they would like to have, most travelers choose products and services (newspapers, TV channels) from their home country first. One in two would also like a special check-in counter for loyalty program members. European business travelers would also like other personalized services: being able to choose their meals, their rooms, etc. These expectations indicate that they want to be acknowledged and feel good when staying in a hotel..Top 4 services they would like 60% 50% 35% 34% MEDIA FROM MY COUNTRY DEDICATED COUNTER FOR TO BE ABLE TO BOOK PERSONALIZED SERVICE (E.G. NEWSPAPERS, TV CHANNELS) LOYALTY PROGRAM MEMBERS THE SERVICES ONLINE (E.G. CHOOSING ONE’S ROOM AND MEALS)First Accor European Business Traveler Research
  • 16. RESPONSIBLE : SUSTAINABLE DEVELOPMENT, A DIFFERENTIATING FACTOR Business travelers’ top three sustainable development concerns are: energy, water and waste, closely followed by social issues (local development, health and child protection). Business travelers therefore expect hotels to commit to concrete issues and to take action in areas where they can have an immediate impact. In addition, business travelers say they are prepared to support the hotel’s initiatives in favor of sustainable development (44%). These findings corroborate those of the PLANET 21 Research survey of hotel guests conducted by IFOP for Accor in 2010 in six countries.Top 5 sustainable development concerns in hotels ENERGY SAVING WASTE REDUCTION WATER SAVING LOCAL SOCIO-ECONOMIC HEALTH AND WELL-BEING DEVELOPMENT 67% 68% 67% 66% 65% 68% 64% 66% 58% 71% 51% 53% 26% 28% 23% 30% 22% 20% 27% 17% TOTAL FRANCE GERMANY UK Response to this statement I WOULD LIKE TO TAKE PART IN THE HOTEL’S SUSTAINABLE DEVELOPMENT INITIATIVES TOTAL 44% 51% 40% 44%First Accor European Business Traveler Research
  • 17. DIGITAL TECHNOLOGY : INDISPENSABLE FOR BUSINESS TRAVELERS Communicating on social networks is increasingly popular and one in two business travelers (49%) say they sometimes or often post opinions on the social networks (Facebook, Twitter, etc.). Once again, British business travelers are more digital-savvy than their European neighbors since 10% say they always post a comment about their hotel stay on a social network. On the other hand, 64% of European business travelers prefer direct contact in writing with the hotel if they have a poor experience. The use of applications is also becoming more common. A current 36% of business travelers have downloaded a hotel booking application. The most frequently used are news, weather and travel apps.Do you post opinions about a hotel stay on the social networks? 7% 8% 4% 10% 42% 42% 42% 43% 51% 49% 54% 46% ALWAYS SOMETIMES NEVERTop 5 mobile applications used by business travelers 62% 61% 47% 36% 33% 58% 57% 45% 33% 29% 66% 61% 43% 39% 31% 58% 66% 61% 33% 43% NEWS WEATHER TRAVEL HOTEL BOOKING CALCULATOR/CONVERTORFirst Accor European Business Traveler Research
  • 18. PART III DO ASIA-PACIFIC BUSINESS TRAVELERS RESEMBLE THE BUSINESS TRAVELERS OF THE FUTURE?First Accor European Business Traveler Research
  • 19. MORE DIGITAL-SAVVY Asia-Pacific Business Travelers make 82% of their bookings online and are therefore more digital-savvy than their European counterparts. This is very probably a reflection of the growing digitalization of business travel in this region since the Y generation represents a larger share of business travelers in Asia-Pacific. Off-line booking with a travel agency is now just the fourth most common booking channel used by Asia-Pacific Business Travelers.Breakdown by booking channel: Europe and Asia-Pacific ONLINE BOOKING EUROPE ASIA-PACIFIC 43% 57% 33% 25% 16% 10% 4% 5% 4% 2% ONLINE BOOKING ONLINE BOOKING DIRECT CONTACT BOOKING THROUGH BOOKING THOUGH VIA HOTEL WEBSITE VIA TRAVEL WEBSITE WITH HOTEL A TRAVEL AGENT A CALL CENTERFirst Accor European Business Traveler Research
  • 20. MORE DIGITAL-SAVVY Asia-Pacific business travelers consider free Wi-Fi access more important than price when choosing a hotel (competitive price deemed important by 52% of Europeans compared with 46% of Asia-Pacific business travelers). Asia-Pacific business travelers also use the social networks more regularly and more actively than their European counterparts. For example, 66% of Asia-Pacific business travelers have already posted comments about their hotel stays, and 10% always post a comment compared with 49% and 7% of their European counterparts respectively. Top 4 hotel selection criteria 66% EUROPE ASIA-PACIFIC 52% 53% 46% 46% 49% 46% 42% FREE ALREADY FREE LOYALTY PROXIMITY PRICE PROXIMITY PRICE WI-FI STAYED WI-FI PROGRAM Do you post comments about a hotel stay on a social network? EUROPE ASIA-PACIFIC 7% 10% 42% 46% 51% 44% ALWAYS SOMETIMES NEVERFirst Accor European Business Traveler Research
  • 21. THE HOTEL SERVICES BUSINESS TRAVELERS USE MOST Asia-Pacific business travelers are both more numerous and more regular than their European counterparts when it comes to using hotel sports facilities. 61% use sports facilities, compared with 46% of Europeans. Whereas 23% of Asia-pacific business travelers always or usually use sports facilities, only 13% of Europeans do so with the same frequency. Otherwise, a similar proportion of Asia-Pacific and European business travelers have breakfast in their hotel (89% of Europeans compared with 84% of Asia-Pacific business travelers).Do you use the hotel sports facilities when on a business trip? 3% 10% 10% 13% 33% 38% 55% 39% ALWAYS USUALLY SOMETIMES NEVER EUROPE ASIA-PACIFICDo you have breakfast and/or dinner at the hotel when on a business trip? YES : BREAKFAST YES : DINNER NO : NEITHER 89% 28% 9% 84% 30% 11% EUROPE ASIA-PACIFICFirst Accor European Business Traveler Research
  • 22. THE SERVICES AND PRODUCTS BUSINESS TRAVELERS WOULD LIKE MOST Asia-Pacific business travelers are even more keen than their European counterparts on personalized services such as choosing their meal or room (34% of Europeans compared with 44% of Asia-Pacific travelers). Otherwise, they show similar interest in having a special counter for loyalty program members (62% compared with 50% of their European counterparts) or in having products from their home country (60% of Europeans compared with 52% of Asia-Pacific travelers).Top 4 services they would like 60% 62% EUROPE ASIA-PACIFIC 52% 50% 44% 41% 35% 34% MEDIA FROM MY COUNTRY DEDICATED COUNTER FOR TO BE ABLE TO BOOK PERSONALIZED SERVICE (E.G. NEWSPAPERS, TV CHANNELS) LOYALTY PROGRAM MEMBERS THE SERVICES ONLINE (E.G. CHOOSING ONE’S ROOM AND MEALS)First Accor European Business Traveler Research
  • 23. METHODOLOGY Accor commissioned ORC International to conduct the “Accor Business Traveler Survey 2012” online. A total of 618 people from France, Germany and the United Kingdom responded to the survey, which was carried out in July 2012. The sample of responders consisted of Le Club Accorhotels loyalty program mem- bers, on travelers who frequently move to business travels. Respondants have been selected because they had traveled on business at least once in the first half of 2012.First Accor European Business Traveler Research