With so much choice and a mind-boggling amount of information out there, how does a traveller find the hotel that suits them best? Most people (46%) do a little research, finding a few comparable choices and selecting the most suitable. But one in ten (10%) simply choose the first ok one that they find. Sheri Lambert, Synovate’s United States-based Senior Vice President for Travel & Leisure research, says the proliferation of information online has changed the nature…
With so much choice and a mind-boggling amount of information out there, how does a traveller find the hotel that suits them best? Most people (46%) do a little research, finding a few comparable choices and selecting the most suitable. But one in ten (10%) simply choose the first ok one that they find.
Sheri Lambert, Synovate’s United States-based Senior Vice President for Travel & Leisure research, says the proliferation of information online has changed the nature of hotel marketing.
“What an opportunity for hotels! All they have to – and yes, it’s easier said than done – is create easy-to-find search ads to pursue this 10% of potential guests… the ones who want to find an ‘ok’ hotel quickly. They have to get their name in front of these people first.
“But it’s not simply search marketing. There’s also the 19% of people who research every hotel in the area so they can make a truly informed choice. Thirty-nine percent of respondents from the United Arab Emirates (UAE) and 31% from Hong Kong do this. A well-considered and beautifully presented online strategy is a must.”
The survey delved into how people research their hotel choices. Also showing the vital nature of an impressive online presence, the number one way people assess a hotel is via its website. Twenty-nine percent of potential guests use this more than any other research tool, topped by the French at 55%.
The second most popular choice lay with the 20%, or one in five, who ask colleagues, friends or relatives about hotels. This word-of-mouth approach was especially popular in the two south east Asian markets surveyed (42% in Indonesia and 35% in Malaysia use this more than any other research technique).
Managing Director of Synovate in Malaysia, Steve Murphy, says word-of-mouth rules the roost in markets such as Malaysia.
“There is a firm cultural focus on the importance of family and friends here so opinions and recommendations are often shared throughout social circles. The experience of someone who is trusted trumps any other marketing in many cases.”
Seventeen percent of respondents primarily use review sites, far and away led by 54% of our broadband-savvy Japanese respondents.
Lambert says: “Again we see how vital an online presence is for hotels. Some of the larger hotel companies are now employing people to stay on top of important review sites. Even for smaller hotels, it cannot be ignored.”
Other interesting findings were:
- 13% of United States (US) respondents read travel magazines to choose hotels, more than anywhere else
- 24% of people in Hong Kong and 17% in the UAE check with their travel agent (still very personal)
- 10% in the UAE read individual travellers’ blogs
- Brochures and flyers seem more important in Indonesia than elsewhere – 17% refer to them to choose their hotel.
The survey was conducted online in Japan meaning all respondents were naturally among the most predisposed to use online solutions.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
