The Experienced Accommodation Shopper

Transcription

1 The Experienced Accommodation Shopper 7 Emerging Habits of Shopping Online* *based on external resource/research and published articles. Sources available upon request

2 #1 THE MOST IMMERSIVE EXPERIENCE STARTS WITH IMMERSIVE IMAGES 67% OF TRAVELLERS SEE MORE VALUE IN CLEAR IMAGES THAN A ROOM DESCRIPTION OR GUEST REVIEWS

3 IMAGES CREATE IMPULSE HIGH 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 COMMON AREAS THE GUESTS THAT ENJOY ISOLATED TOGETHERNESS ARE INTERESTED IN COMMON AREAS. 20+ PHOTOS TRAVELLERS ARE 150% MORE ENGAGED WHEN LISTINGS HAVE MORE THAN 20 PHOTOS. 76% OF MILLENNIALS ARE VISUAL LEARNERS BATHROOMS ARE CRITICAL GUESTS SEE BATHROOM IMAGES AS A MUST HAVE; THIS CAN BE ESPECIALLY IMPORTANT FOR 2.0+ NIGHT STAYS. 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

4 #2 CAFE CULTURE SOCIAL PROOFING LEADS TO BUYER CONFIDENCE 78% OF TRAVELLERS SEE REVIEWS AS A CREDIBLE SOURCE OF STAY INFORMATION AND ARE LIKELY TO BE BRAND ADVOCATES/INFLUENCERS!

5 CAPTURE SOCIAL INFLUENCE WHAT ARE GUESTS SAYING & SHARING? GUEST SEEK PROOFING FROM PEERS 50% OF GLOBAL TRAVELERS DO NOT BOOK UNTIL THEY HAVE READ REVIEWS OF A SIMILAR PEER GROUP DIFFERENCIATE ROOM EXPERIENCES 90% OF GUESTS FEEL THAT DIFFERENT GUEST EXPERIENCES ACROSS ROOMS IS NOT WELL DIFFERENCIATED ONLINE SOCIAL CUES ELLICIT IMPULSE PURCHASES 66% OF GUESTS POST AT LEAST ONCE WHILE TRAVELLING WHAT IS YOUR #TAG? HOW CAN GUESTS BE BRAND ADVOCATES?, COMMENTS/PHOTOS DRIVE ENGAGEMENT IN THE EARLY STORY ARC 58% OF GUESTS ENGAGE MORE WITH PREVIOUS STAY EXPERIENCES THROUGH COMMENTS OR PHOTOS. 29% DETERMINE SUITABILITY BY STAR RATING 5

6 #3 BUSINESS TRAVELLERS EMBRACE ISOLATED TOGETHERNESS 36% OF MILLENIALS CLAIM THEY PREFER TO WORK IN THE LOBBY AREA OF A HOTEL. OFTEN THESE BUSINESS TRAVELERS PRACTICE ISOLATED TOGETHERNESS

7 BUSINESS TRAVELLERS THE ROADMAP OF MILLENIAL BUSINESS TRAVELLERS UPGRADES OVER 40% OF BUSINESS TRAVELERS DON T SEE THE NECCESSITY TO UPGRADE TO DIFFERENT ROOM TYPES SINGLE OCCUPANY ON UPGRADES DIFFERENT PRICE DIFFERENTIAL ON LOS FOR UPGRADE ROOMS INCLUSIVITY OF PARKING ON UPGRADES TRAVEL HABITS 40% OF BUSINESS TRAVELLERS EXTENDING FOR LEISURE DO NOT BRING A SIGNIFICANT OTHER OR FAMILY CHECK-IN 56% OF MILLENIAL BUSINESS GUESTS PREFER AUTOMATED SELF CHECK-IN. MOBILE CHECK IN IS BECOMING A FAST TREND FITNESS HABITS 42% OF GUESTS EXERCISE LESS WHILST ON BUSINESS BUT STILL PRIORITIZE INCLUSIVITY OF WELLNESS FACILITIES INTO THEIR BROWSING INCREASED USAGE OF SERVICES LIKE ZINGLE REPRESENT A SHIFT IN GUEST TO HOTEL COMMUNICATION ON FOOD/SERVICES/REQUESTS AND VALET CAPTIVATING BASED ON LOS 40% OF GUESTS STAY ON AVERAGE 1-2 NIGHTS AND VOICE THE NEED FOR BRANDS TO DESIGN PRODUCTS AND SERVICES TO OUR BLURRED LIFESTYLES 7

8 #4 ECO-FRIENDLY CREDENTIALS TRANSLATE INTO MORE REVPAR 62% 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!

9 RECYCLE AND RETAIN INCREASE 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 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 9

10 #5 THE SAME DAY BROWSE AND STAY CULTURE IS COMPETITIVE 44% OF GUESTS BOOKING LAST-MINUTE ARE BECAUSE OF AN EVENT OR A SPONTANEOUS TRIP - STAYCATIONERS IN KEY CITIES ARE ON THE RISE.

11 LAST-MINUTE BOOKERS NOT LAST-MINUTE PLANS! USE MORE NEUROMARKETING TO BOOST SALES CONSIDER A ROOM SELECTED AT CHECK- IN TO APPEAL TO THE ONE CLICK; ONE DECISION METHODOLOGY EMPLOYED BY GUESTS SHOPPING ENVIRONMENT 50% OF RESERVATIONS MADE WITH SMARTPHONES ARE FOR THE SAME/NEXT DAY 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 LENGTH OF STAY 34% OF CANADIANS SEARCH FOR LAST MINUTE TRIPS BETWEEN 0-3 DAYS AND 36% SEARCH FOR TRIPS 4-7 DAYS IN LENGTH MEAL OPTIONS 40% OF CONSUMERS PREFERENCED PROPERTIES WITH MEAL OPTIONS AND/OR INCLUSIVITY WHEN BOOKING LAST MINUTE DOMESTIC TRAVELLERS 80% OF DOMESTIC GUESTS TRAVEL BY CAR MOBILIZING QUICKLY AND MENTION PARKING AS THE SECOND MOST IMPACTING ITEM AFTER PRICE 11

12 #6 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

13 THE MODERNISTS LOYALTY RELEVANCY AND DEPENDIBILITY IMPACT RETENTION ON LOYALTY 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 REQUIREMENTS LOYALTY ON DEVICES LOYALTY MEMBERS SHOP LESS FREQUENTLY ON MOBILE DEVICES 13

14 #7 GUESTS DEMAND IMMERSIVE MULTISCREEN EXPERIENCES 43% OF GUESTS SHOP ACROSS MULTIPLE DEVICES WHEN PLANNING TRAVEL

15 SHOPPING ACROSS DEVICES THE MODERN TRAVELLER IS BOUNDLESS WHEN BROWSING DEVICE PROXIMITY 72% OF SMARTPHONE USAGE OCCURS NEAR ANOTHER SCREEN ON THE ROAD 21% OF GUESTS MAKING RESERVATIONS VIA MOBILE ARE TRAVELLING BETWEEEN DESTINATIONS BROWSING AT HOME 60% OF SMARTPHONE USAGE OCCURS AT HOME AND IS THE MOMENT MOST GUESTS BROWSE FOR POSSIBLE OPTIONS SMARTPHONE TO PC OF GUESTS THAT START BROWSING ON A SMARTPHONE 61% END UP USING THE PC TO COMPLETE A PURCHASE 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

16 THANK YOU!