White Paper - Hospitality Customers Trends, Behaviors, Purchase Influencers (research)

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Looking into major trends in the hospitality industry. What is the road to consumer decisions? What influences your guests to book a hotel? Where do they get their information from? Online? Social Media channels? Friends & Families? RDA explores the answers in this document.

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White Paper - Hospitality Customers Trends, Behaviors, Purchase Influencers (research)

  1. 1. HOSPITALITY CUSTOMERS BEHAVIORS & INFLUENCESI N T E R N AT I O N A L , I N C
  2. 2. The road to consumer decisions 4 KEY LEARNINGS in the hospitality industry. 2 in 3 travelers Travelers are Value Mobile is an book hotels increasingly Location essential tool online well informed Quality of Life for consumers Internet is the The average traveler 85% of booking Travelers leading source visits more than 20 decisions are increasingly turn to for planning and websites prior to influenced by mobile to research booking hotels. booking. these 3 factors. and book hotels. 2I N T E R N AT I O N A L , I N C
  3. 3. The Internet is the leading source for The Internet is the most influential channel throughout travel planning and booking hotels. the entire hotel purchase funnel. 85% 82% Internet 81% 85% 60% Family, friends, colleagues 38% 54% of leisure 32% travelers Informational brochures 28% 32% consider the 24% Personal Internet their Magazines 25% 35% Business main source for Affluent travel planning. 22% TV 26% 24% Travel agents 18% 27% 36% 37% 18% Books 19% 34% of travelers reported that the 12% Newspapers 19% Internet prompted 20% them to book - 11% more than any 800 or free-toll number 23% other channel, 0% Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?” Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 3I N T E R N AT I O N A L , I N C
  4. 4. Travelers are more informed than ever OTAs and search are the most common websites used to and frequently comparison shop for hotels. comparison shop for hotels. 64% Expedia Top 10 sites used when comparison shopping for hotels 42% of leisure travelers 44% always/frequently 39% Hotels.com 36% comparison shop 37% Travelocity 34% 77% Google Priceline 25% 32% 35% of affluent travelers 27% always/frequently 29% Personal Orbitz 31% comparison shop Business 25% Hotwire 26% 57% 23% Hotel Brand 25% 17% Kayak 24% of business travelers 15% always/frequently AAA 15% comparison shop Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?” Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 4I N T E R N AT I O N A L , I N C
  5. 5. THE AVERAGE visits 22 9.5 travel-related websites during research sessions prior to BOOKING TRAVELER A HOTEL Source: Compete.com, 2011 5I N T E R N AT I O N A L , I N C
  6. 6. 4 essential steps in the road to hotel guests decisions STIMULUS ZERO FIRST SECOND Guest finds out MOMENT OF TRUTH MOMENT OF TRUTH MOMENT OF TRUTH about hotel and Guest goes online to Guest visits Guest’s experience gets interested research the hotel The Hotel Website of the hotel Top referring sites for bookings: Purpose of visiting a hotel website: Guest discovers the hotel Friends & Family 33% and is either happy or OTAs 28% Make reservation 26% disappointed. Search Engines 73% Guest shares his experience TripAdvisor 23% Find hotel info 20% Map Pages 10% whether online or offline, to Article/Magazine 6% friends, families and Review Sites 7% Compare rates 20% strangers. Travel Agent 4% This impacts the Stimulus Travel Guides 3% View/cancel reservation 7% and ZMOT stages of Other 4% someone else Facebook 3% Social Media 1% Other 27% (friends & families, etc.) Reviews are important for 81% 92% of decisions are 85% of booking decisions are Guest reviews + of travelers when deciding influenced here. influenced by 3 criteria: experience account for which hotel to stay at. Consumer is in charge. location, value, quality of life. 55% of new guests. Source: Google/Shopper Sciences Study, 2011 - Q: “When you were considering purchasing a product what sources of info did you seek out to help with your decision? + WIHP, 2011 Source: iPerceptions, “Hospitality and Tourism Industry Report”, 2011 | Source: Forrester Research, 2011 + PhoCusWrights “Social Media in Travel 2011”: Traffic, Activity & Sentiment 6I N T E R N AT I O N A L , I N C
  7. 7. The effect of online Search engines provide travel information, sources on hotel booking hotel sites prompt bookings. “Helped me “Helped me “Prompted me learn more” decide” to book” Leisure Business Leisure Business Leisure Business Hotel websites Hotel Websites 30% 39% 39% 49% 24% 36% prompt bookings Search engines Search Engines 49% 43% 43% 37% 10% 13% provide information Online Travel Agency 27% 33% 34% 39% 23% 27% Online Video Sites 16% 20% 13% 15% 3% 6% Social Networking Sites 14% 18% 13% 14% 3% 5% Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?” Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 7I N T E R N AT I O N A L , I N C
  8. 8. 3 pillars in booking decisions: Chart: “what is the single biggest influence on purchasing location, value, quality of life decision when booking a hotel?” 37% Will it save me time? Location Is it near my destination points? 37% Quality Will it be enjoyable of life (comfort + vibe + guests)? Other 7% 34% 34% Will it save me money? Value Is this the best value I can get? 2% Activities Available Room/Property Size 2% Official star-rating 4% 14% 85% of hotel booking 14% decisions are influenced by these 3 criteria Source: TripAdvisor Traveler Trends Survey, 2011. Q: “When booking a hotel, which one of the following will be the single biggest influence of purchasing decisions?” 8I N T E R N AT I O N A L , I N C
  9. 9. Social, mobile and video/photos are Visual content creation is an essential part of the marketing important to hotel guests when booking process for hotels & lodging. Importance of features when choosing a hotel 90% Price 81% 58% Hotel Website 55% 57% Promotions 51% 50% Specific accommodation 49% Personal 50% Business Online Reviews 39% 42% Virtual Tour & Pictures 32% 33% Can earn reward points/miles 58% 21% Online videos posted by the lodging 19% 18% Posts, comments, reviews on social 18% 16% Hotel Website (mobile) 20% 6% An app on mobile phone 9% Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?” Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 9I N T E R N AT I O N A L , I N C
  10. 10. 4 KEY LEARNINGS How RDA can help you throughout = 4 KEY LESSONS all steps of the consumer decision process 2 in 3 travelers Travelers are Value Mobile is an book hotels increasingly Location essential tool online well informed Quality of Life for consumers WHAT RDA OFFERS WHAT RDA OFFERS WHAT RDA OFFERS WHAT RDA OFFERS Website Design Search Engine Marketing Design and Branding Responsive Website Website Development Search Engine Optimization Positioning & Core Values Mobile apps / websites SEO Social Media Marketing Art Direction Mobile Marketing Email Marketing Community Management Video Creation Online Advertising Facebook apps/tabs 10I N T E R N AT I O N A L , I N C
  11. 11. FEEL LIKE WECOULD BE AGOOD FIT?CONTACT I N T E R N AT I O N A L , I N C 212-524-3170 CONTACT@RDAI.COM WWW.RDAI.COM FACEBOOK.COM/RDAINTERNATIONAL TWITTER.COM/RDARADAR YOUTUBE.COM/RDAROOM 11

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