NEW YORK – As travel continues to surge in 2022, hotels are eager to bring in guests to generate much-needed revenue for their businesses. While many are leveraging loyalty programs and perks to entice guests to rebook, today’s consumer has changed and hotels must adapt to meet their unique needs. With 44% of consumers saying loyalty programs play a role in their hotel choice, hotels need to determine which perks and incentives are most effective in order to compete in today’s travel market. Hospitality Guest Experience and Retention Platform Seven bedrooms uncovered the key profiles of today’s hotel guests and reveals what incentives drive loyalty in “Booking Behaviors: Exploring Hotel Guest Loyalty.””
The study, commissioned by an independent third-party research company YouGovprofile personal sponsor and the business travelerdiving deep into the attitude and preferences of each guest when it comes to booking a hotel and, subsequently, returning in the future.
While the study found that more than a third (34%) of Americans say acknowledging their loyalty status at check-in increases their chances of rebooking, recognition is not enough.
It’s rather How? ‘Or’ What hotels appeal to their varied preferences that will entice these customers to book again.
The personal sponsor
The Personal Guest is a new breed of leisure traveller, dreaming of vacations during lockdowns and eager to get back to traveling with a vengeance this summer. This guest is more likely to be female1 and over 35 years old2.
When it comes to booking hotels, the Personal Guest is keen to get the most out of their stay, with their Top Motivators for Incentive-Centered Rebookings including:
- Obtain additional loyalty points to enjoy the restaurants and bars on site (38%)
- Improved Gain credit card rewards (36%)
- And receive restaurant credits for achieving a new level of loyalty (36%)
Yet surprisingly, this personal traveler is less likely to join hotel loyalty programs. Only 45% of personal customers making hotel reservations claim to be returning members. However, the majority (57%) of this same group
say they don’t travel enough to take advantage of these programs. To ensure the loyalty of these customers, hotels should offer targeted restaurant-only points that can be redeemed or earned at locations in the personal patron’s city, or encourage them to book a stay or use hotel amenities. local, such as the spa or the swimming pool. , for the day to maximize the use of their points closer to home.
The business traveler
The new business traveler may be a junior employee whose job requires extended stays at various hotels across the United States, or a long-distance commuter looking for a mid-week home base. Unlike the personal boss, they are more likely to be Male4 and between 18 and 34 years old5.
Business travelers may not have the bandwidth to venture outside the hotel, so in addition to earning loyalty points, they’re convinced Rebook with a hotel brand with benefits that enhance on-site experiences and make their stay more enjoyableincluding:
- get more loyalty points to enjoy the restaurants and bars of the establishment (41%)
- Be recognized for their loyalty status on arrival (40%)
- Receive a Complimentary drink or pre-selected in-room F&B service
on arrival (35%)
As more active faithful members, 55% of business travelers say the ability to participate in a loyalty program plays a role in where they choose to bookTo convert this group into long-term loyal customers, hotels must offer memorable experiences that make their downtime worthwhile, such as a free glass of their favorite wine with a room service order after a busy day at work. or priority reservations at the lobby restaurant for a power lunch.
The full report is available at here.
Research methodology : SevenRooms commissioned YouGov PLC – a third-party professional research and consultancy organization – to survey the opinions of 1,215 people who agreed to participate. Fieldwork was undertaken online between March 15-16, 2022. Figures were weighted and are representative of all US adults (ages 18+).
1. 70% of women surveyed versus 68% of men
2. 70% of over 35s versus 66% of 18-34 year olds
4. 29% of men surveyed versus 17% of women
5. 32% between 18 and 25 years old compared to 18% of those aged 35 and over
Seven bedrooms is a guest experience and retention platform that helps hotel operators create exceptional experiences that drive revenue and retain guests. Trusted by thousands of hotel operators worldwide, SevenRooms delivers tens of millions of onsite and offsite guest experiences each month. From neighborhood restaurants and bars to international multi-concept hotel groups, SevenRooms is transforming the industry by empowering operators to regain control of their businesses to build direct relationships with guests, deliver exceptional experiences, and drive more visits and orders, more often. The full suite of products includes reservation, waitlist and table management, online ordering, mobile ordering and payment, review aggregation, and marketing automation. Founded in 2011 and backed by Amazon, Comcast Ventures, Highgate Ventures and Providence Strategic Growth, SevenRooms serves restaurant, hotel, nightlife and entertainment clients worldwide, including: MGM Resorts International, Mandarin Oriental Hotel Group, The Cosmopolitan of Las Vegas, Jumeirah Group, Wolfgang Puck, Michael Mina, Bloomin’ Brands, sbe, LDV Hospitality, Zuma, Australian Venue Company, Altamarea Group, AELTC, D&D London, Corbin & King, Live Nation and Topgolf. www.sevenrooms.com