Research finds ‘guest personalisation and strong brand’ key for hotel success

  Posted in Guest Experience

A new report from SiteMinder has revealed the key focuses and drivers of success for hoteliers across the globe.

In its annual global survey, SiteMinder asked hoteliers, from both independents and groups, in all regions around the world to evaluate their priorities, challenges, strategies, and sentiments on everything from distribution plans, budgeting, staff hiring, technology adoption and of course, future success.

Chapter five of ‘SiteMinder’s Global Hotel Business Index 2018: What are the key drivers on a hotelier’s path to success? asked hoteliers for their view on the guest perspective and what would bring their hotel the most success in 2018.

Hoteliers were asked two questions. The first investigated what they thought were the top three priorities for guests when researching a hotel. They could choose from the following:

  • Online reviews
  • Quick and easy booking experience
  • High quality images
  • Local activities and tourist attractions
  • Detailed property information on your website and/or OTA profile
  • Transport and accessibility

Online reviews (81%) and high quality images (72%) ranked first and second, and there is real evidence to suggest hoteliers are on the money with these answers.

Transport and accessibility (20%) were seen as the lowest priorities.

The second question simply enquired about what hoteliers believed would bring their business the most success in 2018. They were asked to submit and answer of most, some, or least success for each of the following:

  • Prioritising guest personalisation and experience
  • Strengthening your brand image
  • Creating revenue management strategies
  • Renovating your property
  • Improving mobile optimisation
  • Investing in new hotel technology

 

Almost 80% of hoteliers said prioritising guest personalisation and experience would bring their hotel the most success, followed by strengthening brand image on 67%. Only 26% believed investing in new hotel technology was the way to go.

What did hoteliers tell SiteMinder about their guests and business prospects?

Hoteliers were given the chance to comment freely on how they viewed their customers and what they would be doing to drive results in 2018.

Here’s a selection of key quotes:

“We believe guests tend not to read as much anymore. They want accurate photos and they look at reviews and rates. Value is most important for them.”

“Being unique is important and we play to our strengths, instead of trying to be like every other place.”

“Our restaurant is our main attraction. It’s 30-years-old, well advertised, and a reason to visit the city itself.”

We believe guests tend not to read as much anymore. They want accurate photos and they look at reviews and rates. Value is most important for them.

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What are SiteMinder’s insights on the findings?

Hoteliers obviously see online reviews as a timeless concern and rightly so; they have become a predominant indicator to guests about the quality of the property they’re booking. It also makes sense that this ranks above strengthening brand image, which will naturally follow an increase in customer satisfaction. Happy guests are much more likely to become ambassadors and spread recommendations via social media and word-of-mouth.

Images are another obvious consideration and thankfully one hoteliers can easily perfect. A good photographer may seem costly, but it is a one-off expense that will stand the test of time.

Investing in new technology came in low, but hoteliers are starting to realise that technology can permeate all aspects of their business to achieve the goals they set and deliver results from strategies much quicker and with less manual work required.

One of the major benefits of technology is that is usually allows for much more accurate analysis, with data quickly becoming one of the most valuable assets available to hoteliers.

 

Other chapters in SiteMinder’s report include:

What are your biggest business focuses at your hotel in 2018?

How do global hoteliers think about staffing at their business and what are their biggest management challenges?

How do global hoteliers think about staffing at their business and what are their biggest
management challenges?

What attitude do hoteliers have towards new technology and what are they adopting at their hotel?

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

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