• How Guests Select Hotels Around the World – Global Results

    We recently finished a study that looked at the reasons why people all around the world select a particular hotel or casino.  The results offer insight into current guest behavior, and suggest ways to appeal to them. In this and subsequent posts we’ll pull out some of the highlights.

    Figure1

    The study was based on results from the Market Metrix Hospitality Index (MMHI), and includes data from 40,000 American, European, and Asian travelers during 2012.  We focused on several questions that ask guests why they selected a particular hotel or casino on their most recent trip (visit MMHI product page for more detail on methodology).

    GLOBAL RESULTS

    Location still reigns as the primary factor that determines hotel choice.  Location generally matters more to leisure guests.  Location also tends to be more important to older travelers (over 50 years old), with a high income (USD $100,001 – 150,000), who prefer staying in an upper midscale or upscale hotel.

    “Price” and “Past Experience” are the next most important factors in hotel selection.  Interestingly, the importance of “Past Experience” has climbed over the past few years while emphasis given to “Location” and “Price” has remained constant.  Perhaps guests have become more demanding with the diversity of hotel choices available, especially at the higher end of the market.

    Globally, “Past Experience” (11.9%) plays a much bigger role in hotel selection than the influence of a friend’s recommendation (6.8%), the brand’s reputation (5.5%), the role of promotions (5.0%), the power of loyalty programs (3.8%), and the impact that online reviews have on hotel selection (2.9%).

    For casinos, location plays a lesser role and the customer experience is even more important.  In fact, as shown in Figure 2, “Past experience” and other elements that are part of the customer experience (Casino ambiance, Feelings of excitement, entertainment, etc.), if considered together, have the biggest overall impact on casino selection.

    Figure2

Dr. Jonathan Barsky is Co-Founder and Chief Research Officer of Market Metrix, as well as a professor of marketing at University of San Francisco’s School of Business and Management.

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41 Comments
  • steven speliotis

    This information is quite valuable… Thank you for all your efforts. As a Travel & Destination Videographer I agree Location has a lot to do with the choice people make.
    Its my passion and duty to make locations look their most appealing, even if out of the way, by making compelling video ….
    Thank you for your posting

    Happy New Year
    Steven
    1 347 535 6632

    January 12, 2013
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    January 14, 2013
  • Horatiu Tudori

    Very interesting insight, thank you Jonathan. Some question marks for hotel selection: could you distinguish between business and leisure travelers? Have you checked the importance of hotel star rating. Is it possible to have a copy of your research report? Thanks.

    January 14, 2013
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  • Himanshu Kumar

    This analysis do give us a right picture in case of a traveler irrespective of on Business or Leisure in regards to location factor, but in today’s market where we are living in constant fear of down turn, most of the corporate companies are very cautious in terms of selecting a hotel i think we should also do a study on this which gives the change in behavior / clients due to this fear. As the term “Value for Money” is becoming prominent above all factors for client or guest visiting a place due to business or leisure.

    January 16, 2013
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  • Jorge Villarejo

    Thank you for sharing this information, it states what for many years has being the number one reason, on why the guest slect a hotel…

    January 18, 2013
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  • Wibawa Yoga

    Very interesting insight, thank you. “Value for Money” is becoming prominent above all factors for client or guest visiting a place due to business or leisure.

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  • Tariq Ahmad Ali

    useful information

    January 22, 2013
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  • Rajnish Sharma

    Primary factor is location, if anybody want to stay in hotel, when for his/her business purpose.
    Hotel in Vasant kunj

    June 7, 2013
  • Dhaka hotel

    Excellent hotel world-global-results, really i appreciate for this post because i am study hotel and management this post got me some quit important information. thanks a lot for lovely information

    July 16, 2013
  • accommodation brisbane

    Very nice article. Thanks for sharing hotels and casino traveler global result. Really,I like. Please more information send.

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    Thank you.

    July 24, 2013
  • Affordable Accommodation Services with Homeground Gladstone

    Very Informative Blog. I use to think that people only consider the location and the price for their accomodation. But these figures are really amazing. Thanks for sharing.

    November 11, 2013
  • Benjamin White

    This is extremely interesting research, have you also broken it down for Europe? Would it be possible to see the full research document?

    Thanks

    December 10, 2013
  • Lola Catero

    Hi Benjamin,
    Glad you enjoy the post. We don’t currently have a regional breakdown for this, but we do have a few things lined up for next year that might interest you. To be notified when we publish our research, signup for our newsletter: http://corp.marketmetrix.com/newsletter-signup/

    Lola

    December 10, 2013
  • Ho Thi Nhung

    Thank you for your survey, it very helful with me, i’m need it. Hope you post more like this

    February 23, 2014