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.
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.
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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
January 12, 2013Steven
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[...] 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. 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). [...]
January 14, 2013Very 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[...] de studie blijkt dat slechts 2,9% van de ondervraagden een hotel boekt op basis van positieve online reviews. [...]
January 14, 2013[...] y el impacto de las opiniones en línea (2,9%).Podés leer el artículo completo, haciendo Click AQUI [...]
January 14, 2013[...] How Guests Select Hotels around the World – Global Results [...]
January 14, 2013[...] [...]
January 14, 2013[...] [...]
January 15, 2013[...] [...]
January 15, 2013This 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[...] stato recentemente pubblicato il risultato di un sondaggio basato sull’intervista di 40.000 viaggiatori provenienti da Europa, Asia e America. I quesiti [...]
January 16, 2013[...] 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular [...]
January 17, 2013[...] 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular [...]
January 17, 2013[...] 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular [...]
January 17, 2013[...] 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular [...]
January 17, 2013[...] 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular [...]
January 17, 2013Thank 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[...] [...]
January 18, 2013[...] 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. [...]
January 18, 2013[...] How Guests Select Hotels around the World via Market Metrix [...]
January 18, 2013Very 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.
January 19, 2013[...] articolo è comparso pochi giorni fa su Market Metrix Blog, in cui vengono analizzate le principali ragioni per le quali gli utenti selezionano un hotel. [...]
January 20, 2013useful information
January 22, 2013[...] A study that looked at the reasons why people all around the world select a particular hotel. [...]
January 24, 2013[...] an earlier post (How Guests Select Hotels Around the World – Global Results), we talked about the reasons people all around the world choose a hotel. Now let’s take a look [...]
January 24, 2013[...] A study that looked at the reasons why people all around the world select a particular hotel. [...]
January 25, 2013[...] an earlier post (How Guests Select Hotels Around the World – Global Results), we talked about the reasons people all around the world choose a hotel. Now let’s take a [...]
January 28, 2013[...] Источник: MarketMetrix.com, FullBoard.info. [...]
January 30, 2013[...] Market Metrix, which provides customer satisfaction results to the hospitality industry, says the growing importance of “past experience” as an indicator of return visits, has much to do with the diversity of hotel choices, and increasing customer demand for more and better service by customers. [...]
February 20, 2013[...] Market Metrix, which provides customer satisfaction results to the hospitality industry, says the growing importance of “past experience” as an indicator of return visits, has much to do with the diversity of hotel choices, and increasing customer demand for more and better service by customers. [...]
February 20, 2013[...] Market Metrix, which provides customer satisfaction results to the hospitality industry, says the growing importance of “past experience” as an indicator of return visits, has much to do with the diversity of hotel choices, and increasing customer demand for more and better service by customers. [...]
February 21, 2013[...] question that Market Metrix, a marketing research firm, ventured into with its recent research, the Market Metrix Hospitality Index (MMHI), a comprehensive quantitative survey among 40,000 travelers around the globe conducted [...]
February 24, 2013[...] 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. [...]
March 4, 2013[...] Источник: FullBoard.info, Eng. [...]
March 7, 2013[...] el 2,9% de los 40.000 viajeros entrevistados en la encuesta hecha por Market Metrix enlistó las “reseñas positivas en línea” como un factor para elegir un hotel en [...]
March 25, 2013Primary factor is location, if anybody want to stay in hotel, when for his/her business purpose.
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