The Experienced Accommodation Shopper7 Emerging Habits of Shopping Online*

*based on external resource/research and published articles. Sources available upon request

THE MOST IMMERSIVE EXPERIENCE

STARTS WITH IMMERSIVE IMAGES 67% OF TRAVELLERS SEE MORE VALUE IN CLEAR IMAGES THAN

A ROOM DESCRIPTION OR GUEST REVIEWS

#1

COMMON AREAS

THE GUESTS THAT ENJOY ISOLATED

TOGETHERNESS ARE INTERESTED IN

COMMON AREAS.

BATHROOMS ARE CRITICAL

GUESTS SEE BATHROOM IMAGES AS A

MUST HAVE; THIS CAN BE ESPECIALLY

IMPORTANT FOR 2.0+ NIGHT STAYS.

20+ PHOTOS

TRAVELLERS ARE 150% MORE ENGAGED

WHEN LISTINGS HAVE MORE THAN 20

PHOTOS. 76% OF MILLENNIALS ARE

VISUAL LEARNERS

PERSONALIZED PHOTOS

OVER 60% OF GUESTS SEE PHOTOS AS A BETTER REPRESENTATION OF

WHETHER ACCOMMODATIONS MEET THEIR PERSONAL TASTE/STAY

PREFERENCES AND PROPOSITION CREDIBILITY

3

IMAGES CREATE IMPULSEHIGH QUALITY IMAGES SERVE AS NARRATIVES FOR GUESTS?

• PHOTOS CAN BE PRIORITIZED BASED ON THE

ENGAGEMENT CUES HIGHLIGHTED IN GUEST

REVIEWS. THIS ALIGNS PHOTOS WITH PREVIOUS

GUESTS EXPERIENCES AND ENHANCES

CONVERSION POSSIBILITIES

CAFE CULTURE SOCIAL PROOFING

LEADS TO BUYER CONFIDENCE78% OF TRAVELLERS SEE REVIEWS AS A CREDIBLE SOURCE OF STAY

INFORMATION AND ARE LIKELY TO BE BRAND ADVOCATES/INFLUENCERS!

#2

SOCIAL CUES ELLICIT IMPULSE PURCHASES

66% OF GUESTS POST AT LEAST ONCE WHILE

TRAVELLING – WHAT IS YOUR #TAG? HOW CAN GUESTS

BE BRAND ADVOCATES?,

DIFFERENCIATE ROOM EXPERIENCES

90% OF GUESTS FEEL THAT DIFFERENT

GUEST EXPERIENCES ACROSS

ROOMS IS NOT WELL

DIFFERENCIATED ONLINE

COMMENTS/PHOTOS DRIVE ENGAGEMENT IN

THE EARLY STORY ARC58% OF GUESTS ENGAGE MORE WITH PREVIOUS STAY EXPERIENCES

THROUGH COMMENTS OR PHOTOS. 29% DETERMINE SUITABILITY BY

STAR RATING

GUEST SEEK PROOFING FROM PEERS

50% OF GLOBAL TRAVELERS DO NOT

BOOK UNTIL THEY HAVE READ

REVIEWS OF A SIMILAR PEER GROUP

5

CAPTURE SOCIAL INFLUENCEWHAT ARE GUESTS SAYING & SHARING?

BUSINESS TRAVELLERS EMBRACE

ISOLATED TOGETHERNESS36% OF MILLENIALS CLAIM THEY PREFER TO WORK IN THE LOBBY AREA OF A

HOTEL. OFTEN THESE BUSINESS TRAVELERS PRACTICE ISOLATED TOGETHERNESS

#3

56% OF MILLENIAL

BUSINESS GUESTS

PREFER AUTOMATED

SELF CHECK-IN.

MOBILE CHECK IN IS

BECOMING A FAST

TREND

CHECK-IN

OVER 40% OF BUSINESS

TRAVELERS DON’T SEE THE

NECCESSITY TO UPGRADE TO

DIFFERENT ROOM TYPES

UPGRADES

40% OF BUSINESS TRAVELLERS

EXTENDING FOR LEISURE DO

NOT BRING A SIGNIFICANT

OTHER OR FAMILY

TRAVEL HABITS

42% OF GUESTS EXERCISE LESS

WHILST ON BUSINESS BUT STILL

PRIORITIZE INCLUSIVITY OF

WELLNESS FACILITIES INTO THEIR

BROWSING

FITNESS HABITS

40% OF GUESTS STAY ON AVERAGE

1-2 NIGHTS AND VOICE THE NEED

FOR BRANDS TO DESIGN

PRODUCTS AND SERVICES TO OUR

BLURRED LIFESTYLES

CAPTIVATING BASED ON LOS

7

BUSINESS TRAVELLERS THE ROADMAP OF MILLENIAL BUSINESS TRAVELLERS • SINGLE OCCUPANY ON UPGRADES

• DIFFERENT PRICE DIFFERENTIAL ON LOS FOR UPGRADE ROOMS

• INCLUSIVITY OF PARKING ON UPGRADES

• INCREASED USAGE OF SERVICES LIKE ZINGLE REPRESENT A SHIFT IN GUEST

TO HOTEL COMMUNICATION ON FOOD/SERVICES/REQUESTS AND VALET

ECO-FRIENDLY CREDENTIALS

TRANSLATE INTO MORE REVPAR62% OF MILLENIALS APPRECIATE BUSINESSES THAT TRY TO REDUCE WASTE OR

PUBLICIZE EFFORTS TOWARDS ENVIRONMENTAL IMPACT 35% ENJOY SOME OF

THE COST BENEFITS ASSOCIATED WITH MORE ECO-FRIENDLY STAYS!

#4

9

BRAND DIFFERENCIATION

47% OF GUESTS LIKE IT WHEN

BRANDS DEMONSTRATE THE

EFFORTS TAKEN TO IMPROVE

ECO-FRIENDLINESS

ECO DOESNT MEAN DEEPER POCKETS

MOST MILLENIALS RESPONDED THAT THEY

WOULDNT PAY MORE FOR AN ECO-HOTEL,

BUT WOULD PREFERENCE IT IF SAVINGS

WERE REFLECTIVE IN ROOM RATE

SELF ENDORSED ECO-APPROACH

75% OF MILLENIALS MENTION THAT

THEY DISENGAGE WHEN

ACCOMMODATIONS OVER

PUBLISIZES ECO FRIENDLINESS

RECYCLE AND RETAININCREASE RENTENTION AND ENGAGEMENT

• OFFER REDUCED ROOM RATES FOR ROOMS

WITH NO HOUSEKEEPING ON A MIN/MAX STAY

• INCLUDE ECO-OPTIONS ON ANY DISTRIBUTION

TOUCH POINT

• CONSIDER ECO-OPTIONS ON LOS STAY SAVERS

THE SAME DAY BROWSE AND

STAY CULTURE IS COMPETITIVE44% OF GUESTS BOOKING LAST-MINUTE ARE BECAUSE OF AN EVENT OR A

SPONTANEOUS TRIP - STAYCATIONERS IN KEY CITIES ARE ON THE RISE.

#5

SHOPPING ENVIRONMENT50% OF RESERVATIONS MADE

WITH SMARTPHONES ARE FOR

THE SAME/NEXT DAY

MEAL OPTIONS 40% OF CONSUMERS

PREFERENCED PROPERTIES WITH

MEAL OPTIONS AND/OR

INCLUSIVITY WHEN BOOKING LAST

MINUTE

LENGTH OF STAY34% OF CANADIANS SEARCH

FOR LAST MINUTE TRIPS

BETWEEN 0-3 DAYS AND 36%

SEARCH FOR TRIPS 4-7 DAYS IN

LENGTH

DOMESTIC TRAVELLERS80% OF DOMESTIC GUESTS TRAVEL

BY CAR – MOBILIZING QUICKLY

AND MENTION PARKING AS THE

SECOND MOST IMPACTING ITEM

AFTER PRICE

11

LAST-MINUTE BOOKERSNOT LAST-MINUTE PLANS! USE MORE NEUROMARKETING TO BOOST SALES

• CONSIDER LOS PROMOTIONS ON A SHORT

LEAD TIME 0-3 DAYS AS OPPOSED TO ONE

NIGHT STAY SAVERS.

• INCLUDE BREAKFAST/DINNER INCLUSIVITY ON

SHORT LEAD TO IMPROVE EXPERIENCE

PROPOSITION

• CONSIDER A ROOM SELECTED AT CHECK-

IN TO APPEAL TO THE ONE CLICK; ONE

DECISION METHODOLOGY EMPLOYED BY

GUESTS

IS A LOYAL GUEST SLEEPING WITH

YOU? OR IS IT SOMEONE ELSES?47% OF LEISURE GUESTS WHO BOOK ON DIRECT HOTEL WEBSITES AND 92%

WHO BOOK ON ONLINE TRAVEL AGENCY WEBSITES DON’T BELONG TO ANY

LOYALTY PROGRAMME

#6

13

LOYALTY IMPACTS TOUCHPOINTS

2 IN 5 GUESTS FEEL LOYAL TO A TRAVEL BRAND.

HOTEL LOYALTY PROGRAMME MEMBERS SHOP

AROUND THREE TIMES AS MUCH.

YOUNG, WIRELESS AND FREE AGENTS GEN Y (24-36) ARE LESS LOYAL TO A

SPECIFIC BRAND, BUT ACT UPON

RELEVANCY TO DIFFERENT STAY

REQUIREMENTSLOYALTY ON DEVICES

LOYALTY MEMBERS SHOP LESS

FREQUENTLY ON MOBILE DEVICES

THE MODERNISTS LOYALTYRELEVANCY AND DEPENDIBILITY IMPACT RETENTION ON LOYALTY

GUESTS DEMAND IMMERSIVE

MULTISCREEN EXPERIENCES43% OF GUESTS SHOP ACROSS MULTIPLE DEVICES WHEN PLANNING TRAVEL

#7

BROWSING AT HOME

60% OF SMARTPHONE USAGE OCCURS

AT HOME AND IS THE MOMENT MOST

GUESTS BROWSE FOR POSSIBLE

OPTIONS

SHOPPERS AROUND THE WORLD NOW EXPECT OMNICHANNEL, MULTI-SCREEN EXPERIENCES FROM BRANDS AND RETAILERS,

WITH THE AVERAGE CONSUMER USING A TOTAL OF FIVE DEVICES WHEN MAKING A PURCHASE – A SIGNIFICANT INCREASE

FROM THE 2.8 DEVICES REPORTED IN 2014

SMARTPHONE TO PC

OF GUESTS THAT START BROWSING ON

A SMARTPHONE – 61% END UP USING

THE PC TO COMPLETE A PURCHASE

DEVICE PROXIMITY

72% OF SMARTPHONE USAGE

OCCURS NEAR ANOTHER

SCREEN

ON THE ROAD

21% OF GUESTS MAKING

RESERVATIONS VIA MOBILE ARE

TRAVELLING BETWEEEN

DESTINATIONS

15

SHOPPING ACROSS DEVICESTHE MODERN TRAVELLER IS BOUNDLESS WHEN BROWSING

THANK YOU!Email: steven.consiglio@booking.com