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

Date post:06-May-2015
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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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  • 1.HOSPITALITY CUSTOMERS BEHAVIORS & INFLUENCESI N T E R N AT I O N A L , I N C

2. The road to consumer decisions4 KEY LEARNINGSin the hospitality industry. 2 in 3 travelers Travelers are ValueMobile is anbook hotelsincreasinglyLocation essential toolonlinewell informedQuality of Life for consumers Internet is theThe average traveler 85% of bookingTravelersleading sourcevisits more than 20 decisions are increasingly turn to for planning andwebsites prior toinfluenced bymobile to researchbooking hotels. booking. these 3 factors. and book hotels. 2I N T E R N AT I O N A L , I N C 3. The Internet is the leading source forThe 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, colleagues38%54%of leisure32% travelers Informational brochures 28%32% consider the24%Personal Internet their Magazines25% 35%Businessmain source forAffluenttravel planning.22%TV26% 24% Travel agents 18% 27%36% 37% 18% Books19%34% of travelersreported that the12%Newspapers19%Internet prompted20%them to book -11%more than any 800 or free-toll number23%other channel, 0%Source: Google/Ipsos OTX MediaCT Travelers 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, 20133I N T E R N AT I O N A L , I N C 4. Travelers are more informed than ever OTAs and search are the mostcommon websites used toand 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 shop37%Travelocity 34% 77%GooglePriceline25%32% 35%of affluent travelers 27% always/frequently 29% Personal Orbitz31% comparison shop Business25% Hotwire 26% 57%23% Hotel Brand25%17% Kayak 24%of business travelers15% always/frequently AAA 15% comparison shop Source: Google/Ipsos OTX MediaCT Travelers 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, 20134I N T E R N AT I O N A L , I N C 5. THE AVERAGEvisits 22 9.5 travel-relatedwebsitesduring research sessionsprior to BOOKING TRAVELERA HOTEL Source: Compete.com, 2011 5I N T E R N AT I O N A L , I N C 6. 4 essential steps in the road to hotel guests decisions STIMULUS ZERO FIRSTSECONDGuest finds outMOMENT OF TRUTHMOMENT OF TRUTHMOMENT OF TRUTHabout hotel and Guest goes online toGuest visitsGuests experiencegets interestedresearch the hotelThe Hotel Website of the hotelTop referring sites for bookings:Purpose of visiting a hotel website: Guest discovers the hotelFriends & Family 33% and is either happy orOTAs 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, toArticle/Magazine 6%friends, families andReview Sites7% Compare rates 20%strangers.Travel Agent 4%This impacts the Stimulus Travel Guides3%View/cancel reservation7%and ZMOT stages ofOther4% someone else Facebook3% Social Media1%Other27% (friends & families, etc.)Reviews are important for 81%92% of decisions are 85% of booking decisions areGuest reviews + of travelers when decidinginfluenced here.influenced by 3 criteria: experience account forwhich 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. The effect of online Search engines provide travel information, sources on hotel booking hotel sites prompt bookings. Helped meHelped mePrompted me learn more decideto book LeisureBusiness Leisure BusinessLeisure BusinessHotel websites Hotel Websites30%39%39%49%24%36% prompt bookingsSearch engines Search Engines49%43%43%37% 10% 13% provide information Online Travel Agency27%33%34%39% 23% 27% Online Video Sites 16% 20% 13% 15% 3% 6% Social Networking Sites14% 18% 13% 14% 3% 5% Source: Google/Ipsos OTX MediaCT Travelers 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, 20137I N T E R N AT I O N A L , I N C 8. 3 pillars in booking decisions: Chart: what is the singlebiggest influence on purchasinglocation, value, quality of lifedecision when booking a hotel?37%Will it save me time?LocationIs it near my destination points? 37%Quality Will it be enjoyableof life (comfort + vibe + guests)?Other 7%34% 34%Will it save me money?Value Is this the best value I can get? 2% Activities AvailableRoom/Property Size 2% Official star-rating 4% 14%85% of hotel booking14% decisions are influencedby 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. Social, mobile and video/photos areVisual content creation is anessential 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 Website55%57%Promotions 51% 50%Specific accommodation 49% Personal 50% BusinessOnline Reviews 39% 42%Virtual Tour & Pictures32% 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 phone9% Source: Google/Ipsos OTX MediaCT Travelers 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, 20139I N T E R N AT I O N A L , I N C 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 areValue Mobile is anbook hotelsincreasingly Locationessential toolonlinewell informed Quality of Lifefor consumers WHAT RDA OFFERS WHAT RDA OFFERSWHAT RDA OFFERSWHAT RDA OFFERS Website Design Search Engine Marketing Design and BrandingResponsive Website Website Development Search Engine Optimization Positioning & Core Values Mobile apps / websites SEO Social Media MarketingArt DirectionMobile Marketing Email Marketing Community Management Video CreationOnline AdvertisingFacebook apps/tabs 10I N T E R N AT I O N A L , I N C 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 [email protected] WWW.RDAI.COM FACEBOOK.COM/RDAINTERNATIONAL TWITTER.COM/RDARADAR YOUTUBE.COM/RDAROOM 11

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