Road warriors want to be inspired

Categories: Who Is Your Guest?
As published in:  Hotel & Motel Management
Date: September 18, 2007
Author: Jonathan Barsky, Lenny Nash

According 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 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 annually, 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.

Emotional Drivers of Loyalty
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).

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 reading and welcome materials were walking and activity kits. They provided inspiration to explore different sites and areas I might have otherwise overlooked. (Affinia Hospitality)
  • It was relaxing enough to inspire me to read my book. The pool area was inspiring enough for me to want to go and swim some laps. (Best Western)
  • I'm inspired by the front-desk girl who always knows my name when I walk in, and remembers what kind of room I like. She and the other employees always make you feel as if they are genuinely happy to see you and that's a good feeling when you're away from home! (Country Inns & Suites by Carlson)
  • My daughter and I found the comfortable room conducive to having long talks. We wrote a letter to a relative telling her of our stay at the hotel. I enjoyed reading a book sitting in the wing chair, feeling totally relaxed. (Crowne Plaza)
  • The room decor was very warm and elegant. It inspired me to do some redecorating at home. (Embassy Suites)
  • Hotel grounds were beautifully arranged for all senses, vision, tactile, sound, and at every step one found something of interest and beauty. (Hilton)
  • The atmosphere in the hotel was almost regal. The staff was friendly, right down to the housekeeping crew. And the art—amazing! I really like the Hilton Anatole in Dallas! (Hilton)
  • It just made me feel like I was somebody. The whole atmosphere was that way. The atmosphere includes the paintings, sculptures, rugs, chandeliers, lighting, and I could go on. (Hilton Hotels Corp.)
  • Simply being treated with respect and care. (Starwood Vacation Ownership)
hmm@questex.com

Jonathan Barsky and Lenny Nash work for Market Metrix LLC ( MarketMetrix.com/), a firm that provides customer and employee programs for the hospitality industry. For more information, call (800) 239-7515.