Hotel & Motel Management - September 18, 2007 - (Page 20)

20 Satisfaction Trends IN THE details Don’t underestimate emotions Products make an impact Services reinforce atmosphere Inspiration affects perception H&MM September 18, 2007 | HotelMotel.com www.HotelMotel.com/digital_edition Road warriors want to be inspired ccording to the Market Metrix Hotel Index database of U.S. hotel guests, 25 percent of travelers represent nearly half of all revenue spent at U.S. hotels. These important guests stay in hotels far more often than most hotel guests. So for hotels to attract these road warriors, it’s helpful to understand the unique needs of A By Jonathan By Lenny Barsky Nash H&MM H&MM Columnist Columnist these frequent guests. Analysis of MMHI Q2 data uncovered startling differences between occasional and very frequent travelers. Occasional travelers (one to four nights per year), want to feel welcome (and pampered for upscale hotel segments). Guests staying more often (ﬁve to 28 nights per year), appreciate being pampered and treated with respect. For frequent travelers staying 29-50 nights an- nually, they, too, like being treated with respect, but also want to be entertained. And ﬁnally, heavy travelers (more than 50 nights per year) are attracted to hotels that make them feel inspired. In the MMHI survey, guests identifying high levels of selected emotional experiences are asked to explain what caused these emotional responses. For example, guests reporting feeling comfortable at the Holiday Inn Peoria (Ill.) were then asked, “How did Holiday Inn Peoria make you feel comfortable?” A comprehensive database of descriptions was created for each of the 16 emotions included in the Market Metrix Emotions Scale. Thematic analysis focused on identiﬁable themes and patterns. The results were fascinating. The results demonstrate how emotions are created by products (things) and services (people). Emotional drivers of loyalty Selected emotions by frequency of travel Hotel nights per year Emotions 1-4 Welcome, pampered 5-28 Pampered, respected 29-50 Respected, entertained Over 50 Inspired Source: Market Metrix IN THE details Details summary Detail point Detail point Detail point For example, descriptions of how hotel staff made guests feel welcome typically included a friendly/engaging staff, personalized service and a can-do attitude. Product elements that help make a guest feel welcome include an engaging atmosphere, a clean hotel, a well-prepared room and complimentary items. As with all emotions, inspiring guests requires a combination of products and services. The results indicated that products often inspire guests through décor, special furnishings and information about the local area, and people can help create inspiring experiences through personal, friendly and informal service. Here are selected comments from guests who were inspired by their hotel stay: Included in the room’s See Inspired | page 24 CIRCLE NO. 106 http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.bpampmfranchise.com http://www.arcoampmfranchise.com http://www.bpampmfranchise.com http://www.arcoampmfranchise.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - September 18, 2007

Hotel & Motel Management - September 18, 2007 Contents Vista Inns Redefines Business Model Conley Applies Satisfaction Theory to Boutique Hotels Questex Acquires Oxford Publishing Perspective At Your Risk Consultant’s Corner Sales Clinic Travel Trends On Finance Franchise Law Cornell Insights HotelWorld Update Training Trends Satisfaction Trends Management Trends Speakers Named, Registration Open for IH/M&RS Going Green Saves Green Trends & Stats Vacuums Go the Extra Mile Transactions Offsetting Emissions is Newest Sustainability Initiative Minibar Advancements Supplier News People on The Move ADA Compliance Can Be Easier With Programs Business Travelers Interested in Remote Check-In/Out Awards Markets Dictate Renovations vs. New Builds More Development Opportunities Available Top Hotel Companies Survey The Lodging Conference Previews Ad/Editorial Index Marketplace Classifieds Checking Out

Hotel & Motel Management - September 18, 2007

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