What are hoteliers key areas of focus over the next 12 months?

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A new report published by SiteMinder has revealed the business objectives and key areas of focus for thousands of hoteliers all over the world.

SiteMinder asked hoteliers, from both independents and groups, to rank priorities, challenges, and issues from high to low on everything from financial plans to focus areas, and of course, the future.

Chapter one inside ‘SiteMinder’s Global Hotel Business Index 2017: A visual look at financial plans, focus points, and future predictions’ asked hoteliers to rank what they consider to be their top business goals for the next 12 months.

In order to gauge an understanding of their key goals, hoteliers could choose from a matrix of priorities –

  • Accepting bookings via mobile devices
  • Increasing the number of direct bookings
  • Broadening my hotel’s online distribution
  • Exploring new hotel technology and systems
  • Improving my hotel’s decor
  • Enhancing guest experience with more personalised hotel service

Increasing the number of direct bookings came out as the top priority for hoteliers of all sizes in countries all around the world – with a ranking of 87%.

Low on the agenda was the need to explore new hotel technology and systems – ranked at 37% in comparison – and somewhat of a paradox given the top answer of driving direct bookings.

What did hoteliers tell SiteMinder about their business plans?

Going beyond just ranking their priorities in order, hoteliers were also keen to expand on the detail and submitted thousands of comments throughout the survey.

More than 120 insights made the final cut and here’s what hoteliers had to say about the areas of their business they’ll be giving the most attention to this year:

“Enhancing my property’s recognition with countries abroad and being more active on social media for advertising my property.”

“We already have mobile-friendly bookings in the works. My big concern this year is SEO or making Google happy.”

“All apartments will have tablets with our own app featuring events, restaurants, and cafes giving guests discounts, links to local attractions, information on local wineries, tours, and local content so our guests are treated like a local.”

What’s the SiteMinder perspective on the findings?

Chapter one’s findings threw up some fascinating insights. The first was the stark contrast between the highest and lowest ranked priorities – chasing direct bookings and implementing technology. We believe the two go hand-in-hand.

While, hoteliers must realise the potential of achieving these goals by identifying the necessary hotel systems that can benefit them so greatly, providers of industry technology must also commit to making these vital systems more accessible and more easily understood.

Other chapters in the report include –

  • Planning Your Hotel’s Finances
    Which areas are you likely to distribute the largest proportion of budget in the next 12 months?
  • Tackling Your Hotel’s Biggest Rocks
    What are the biggest challenges currently facing your hotel business?
  • Understanding Your Industry’s Issues
    Thinking about the broader sector, what do you believe are the biggest issues facing hotels?
  • Recognising Your Motivations
    As a hotelier, what are you most passionate about during the day-to-day?
  • Predicting Your Hotel’s Future Technology
    What developments do you think will accelerate in our industry over the next 10 years?

To download the full report click here for access or on the banner below.

Download the SiteMinder Global Hotel Business Report

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