2014 Homewood Suites Work Styles Study

Transcription

1 2014 Homewood Suites Work Styles Study August, 2014 Customer Insights

2 Methodology The Homewood Suites brand team requested a survey of business travelers regarding basic travel preferences including hotel choice, dining and entertainment preferences while traveling on business To this end, an online study was conducted from June 30 to July 9, 2014 using the Research Now online consumer panel. All survey respondents were business travelers with either 3 or more hotel stays or one hotel stay of 4 or more nights in the past 12 months. 559 business travelers completed the survey. The sample is split 50/50 male/female. The average respondent age is Hilton Worldwide Confidential & Proprietary 2

3 Executive Summary The Hotel "LocaLon and Price are the two most important factors in choosing a hotel among business travelers. However, loyalty program points and brand affilialon are also important for almost half of all business travelers. The most important ameniles are Internet conneclvity and a comfortable bed. Over half prefer hotels that showcase local artwork and guestrooms with locally- inspired designs. Business travelers spend about a third of their Lme in the hotel. Business travelers eat two- thirds of their meals outside of the hotel. Their top favorite ciles for local cuisine are New Orleans, Chicago, San Francisco and New York. While 75% or more o^en or always eat lunch and dinner outside of the hotel, over half tend to eat breakfast in the hotel. When they do eat at the hotel, most prefer to have their meals in the hotel s restaurant. Leisure AcLviLes while Traveling for Business When it s Lme to relax on a business trip, over half (55%) of business travelers prefer to explore the local entertainment scene rather than relax in the hotel with in- room entertainment (45%). One in four business travelers frequently combined business with leisure travel. One in six are very likely to extend business trips in order to enjoy local aclviles. AcLviLes/AcracLons they are most likely to experience while on a business trip are Dining (45%), Sport- related events (18%) and Museums/Art galleries (17%). They are most likely to rely on social media (75%) and online research (68%) to find informalon about local aclviles. However, nearly half conlnue to rely on colleagues and friends/family for informalon Hilton Worldwide Confidential & Proprietary 3

4 Most Important Criteria in Choosing a Hotel for Business Location and Price are the two most important factors in choosing a hotel among business travelers. However, loyalty program points and brand affiliation are also important for almost half of all business travelers. Business travelers vary in how they view the hotel while on business. On average, they spend about a third of their time in the hotel. One in four frequently combined business with leisure travel. Average % of time spent in hotel room during business trips 34% Most Important Factors in Choosing a Hotel for Business Travel 70% 66% 60% 56% 50% 47% 47% 26% 25% 30% 23% 22% I view my hotel during my business trip as: 24% 25% 20% 15% 10% 1 Ground zero for everything I do (eat, work, socialize) 0% Location Price Earns Loyalty Points Brand Affiliation Amenities Positive Online Reviews Atmosphere 2 A place just to sleep and shower 3 Somewhere that helps me keep some sense of routine when I am on the road Questions: Q3. How do you choose a hotel when traveling fro business? Q5. I view my hotel during my business trip as Q6. On average, what percentage of your time do you spend in your hotel during a business trip? 2012 Hilton Worldwide Confidential & Proprietary 4

5 Hotel Amenities The basics are most important to business travelers in maintaining a sense of routine and feelings of home. The most important amenities are Internet Connectivity and Bed/Pillows. In a testament to the age that we live, the Internet is just as important as a comfortable bed. Very Important Amenities to Maintain a Sense of Routine and Feelings of Home Internet Connectivity Bed/Pillow Towels TV/Entertainment Lighting Bath Amenities Work Area In-Room Coffee Closets/Storage Lounge Area Kitchen Robe/Slippers Minibar 6% 9% 12% 19% 26% 32% 37% 50% 49% 53% 63% 80% 87% 0% 10% 20% 30% 50% 60% 70% 80% 90% 100% Very Important (%5) Question: When staying a minimum of three nights, please rate the importance of each of the following room amenities/features to maintaining a sense of routine and feeling of home in your hotel room Hilton Worldwide Confidential & Proprietary 5

6 Guest Room Decor Business travelers are splits on room décor. Slightly over half prefer a locally-inspired design, however, a larger proportion also prefer a neutral furnishings. Those who prefer a locally inspired design are also tend to feel strongly in favor of hotels that features local artwork and items with local relevance in the guest room. Room Décor Preference Room Décor Preference 100% 80% 28% 29% A neutral aesthetic 44% Locallyinspired design/ furniture 56% 60% 20% 44% 37% 26% 33% Strongly agree Somewhat agree Indifferent Somewhat disagree Strongly disagree 0% Local Artwork in Hotel Local Relevance in Guestroom Questions Q19. When it comes to hotel and room décor, do you prefer? Q20. How much do you agree or disagree with the following statement: I appreciate hotels that feature local artwork? Q21.. How much do you agree or disagree with the following statement: In my room, I like items that have local relevance (books, accessories, etc.)? 2012 Hilton Worldwide Confidential & Proprietary 6

7 Where are business travelers eating their meals? Business travelers eat two-thirds of their meals outside of the hotel. Lunch is most likely to be eaten outside of the hotel; over half always eat lunch outside of the hotel. Breakfast is least likely to be eaten outside of the hotel; over half seldom or never eat breakfast outside of the hotel. How often do you have the following meals outside of the hotel? Percentage of meals eaten outside of hotel 67% How Important is trying well-known local food/ restaurants? 100% 80% 60% 20% 0% 3% 2% 13% 5% 5% 13% 18% 27% 32% 27% 53% 10% 43% 10% Breakfast Lunch Dinner Always Often Sometimes Seldom Never 100% 80% 60% 20% 0% 29% 48% 18% 3% Importance of Local Cruisine Very Important Somewhat Important Indifferent Somewhat Unimportant Not at all Important Forty percent of business travelers listed only four cities as their favorites for local cuisine. New Orleans 11% Chicago 10% Click for full list of cities Questions: San Francisco 10% Q7. On average, what percentage of meals on a business trip do you eat outside of your hotel? Q9. When traveling for business, how often do you have the following meals outside of the hotel? New York 10% Q10. How important is trying well-known local food/restaurants to you during a business trip? Q11. What is your favorite city for eating local cuisine? 2012 Hilton Worldwide Confidential & Proprietary 7

8 Where do business travelers prefer to have their meals when dining in the hotel? When business travelers dine on-property, most prefer to eat in the hotel restaurant for all meals. Where do you prefer to dine when eating at the hotel? 100% 90% 80% 70% 60% 50% 30% 20% 10% 0% 2% 12% 14% 16% 17% 12% 8% 8% 13% 70% 66% 64% Breakfast Lunch Dinner In the restaurant Prepare In Room (if kitchen is available) Order room service Call for Take-out Question: Q8. Typically, when staying in to eat at the hotel while traveling for business, where to you prefer to eat? 2012 Hilton Worldwide Confidential & Proprietary 8

9 Leisure Activities while traveling on Business When it s time to relax on a business trip, over half (55%) of business travelers prefer to explore the local entertainment scene rather than relax in the hotel with in-room entertainment (45%). One in four business travelers frequently combined business with leisure travel. In fact, seventeen percent of business travelers are very likely to extend a business trip in order to enjoy local activities unique to a specific location. Even if business travelers do not extend the trip, almost half (47%) still make time to for local activities. Likelihood of Leisure Activities while on a Business Trip Types of Activities Activities/attractions most likely to experience during a business trip Often 18% Dining 46% I combine business and leisure on the same trip: Sometimes 45% Seldom 20% Sports related 18% Museum/Art Gallery 17% Park 7% Musical Performance 7% Very unlikely 11% Other 5% Extend business trips to enjoy local activities Very likely 17% Somewhat Likely 45% Somewhat unlikely 15% Unsure 12% Information Sources for Local Attractions Social Media 75% Online Research 68% Colleagues/Business Associates 47% Family/Friends 46% Questions: Q4. Do you combine business and leisure travel on the same trip? Business events 22% Q12. How likely are you to extend a business trip to enjoy activities unique to that particular destination? Other Guests 15% Q13. How often do you make time on a business trip for an activity that is unique to that location. Q14. What destination specific activity/attraction are you most likely to experience during a business trip? Q15. When travelling for business, how do you learn about local attractions to visit Hilton Worldwide Confidential & Proprietary Q17. When it s time to relax on a business trip, do you prefer to? 9

10 Exercise and Getting Around Town Business travelers prefer to stay in the hotel, either in the hotel fitness center or in their guest room, for any exercise that they get while traveling. Rental cars and walking the most commonly used method for transportation while on a business trip. Exercise while on a Business Trip Modes of Transportation while on a Business Trip I don t exercise when I travel 24% Get out and explore (running, etc.) 30% Stay at your hotel 46% Most common transportation methods Rental Car 61% Walk 55% Taxi 42% Hotel Shuttle 36% Subway/Train 29% Bus 11% Questions: Q16. For exercise on a business trip, do you typically? Q18. Which of the following transportation methods do you normally utilize during a business trip? (Please check all that apply) Hilton Worldwide Confidential & Proprietary 10