As dynamic travellers evolve, their changing behaviours and preferences impact on the hoteliers seeking to attract and engage them. So says SiteMinder’s recent Changing Traveller Report, the world’s largest accommodation consumer survey, highlighting the recent major traveller trends.
Trend 1: The urge to travel overcomes rising inflation
SiteMinder’s traveller survey data showed that there was still a strong desire to travel, despite the rising cost of living. Hoteliers who capture the opportunity presented by this trend will understand the mindsets of their guests, while driving incremental revenue.
For 62% of those planning to stay at a hotel group or chain on their next trip, inflation is having a moderate to non-existent impact and 87% of this group are comfortable spending additional money on site – 33% are happy to spend more on a spa treatment and 32% are happy to spend on an airport transfer.
Trend 2: Travellers are winnable
“The digital influence trend revealed that travellers have never been more winnable,” says a statement from SiteMinder. “They are welcoming paid media campaigns and communication pre- and post-stay, which is making the online marketplace even more competitive, right up until the point of check-in.”
Eighty-three percent of travellers staying at a hotel group or chain are open to being delivered an appropriate accommodation advertisement, 5% higher than travellers at other accommodation types. And 58% of travellers planning to stay at a hotel group or chain often or always appreciate it when their hotel continues building on the relationship, post-stay; 42% of this group plan to book via an OTA and 12% plan to book via a travel agent.
Trend 3: Bleisure continues to dominate
Thirty-eight percent of those staying at a boutique hotel plan to work on their next trip, compared with 35% of those staying at a hotel group or chain.
When booking accommodation to work from remotely, travellers planning their next trip at a hotel group or chain often consider a property with a pool, free breakfast, wellness facilities, and a purpose-built work area as more important than other travellers.
Trend 4: Digital touchpoint matters
Seventy-two percent of those planning for their next stay to be at a hotel group or chain are either likely or very likely to change their perception of a property that does not use technology to its full potential.
When on a property’s website, available packages and guest reviews are more important to them than ever. While a secure booking process is the most important aspect of a property’s website for those staying at a hotel group or chain (as with other travellers), available packages and guest reviews are relatively more important to them. Globally, 52% of those staying at a hotel group or chain also prefer to pay online, compared with 48,5% of all travellers staying anywhere.
Trend 5: Staff and customer service matter
Modern travellers are more likely than ever to want an automated check-in, but their clear preference is still to have staff members on site; 52% of those staying at a hotel group or chain prefer a faster, automated check-in process, compared with 48% of all travellers; however, 89% prefer staff members to be on site.
Notably, 88% of those planning to stay at a hotel group or chain would likely or definitely appreciate it if their property helped them to learn more about the culture and history of the location.
For access to the full report, click here.
