Experiential Factors in Hotel Programs Undervalued, Says Survey
Experiential factors like proximity to restaurants and entertainment and traveler reviews are more important to travelers than travel buyers might realize, according to a new survey from HRS, the hotel solutions company, and Global Business Travel Association (GBTA). The vast majority of buyers and travelers agree that factors like proximity to work engagement (92 percent travelers, 99 percent buyers) and price (85 percent travelers, 94 percent buyers) are important in selecting a hotel. However, the survey showed buyers might be undervaluing the importance of experiential factors like proximity to restaurants and entertainment (84 percent travelers, 68 percent buyers), traveler reviews (80 percent travelers, 67 percent buyers) and loyalty program benefits (70 percent travelers, 64 percent buyers.) When it comes to receiving personalized options around upgrades and add-ons in the booking process, 74 percent of travelers cited that as important, versus only 62 percent of travel buyers. Hannah Jaffee, GBTA research analyst, said that though practicality is key for business travelers, they view business travel as an experience, and they want their hotel options to reflect that.