Hotel Technology Study

Transcription

1 Hotel Technology Study How Do Business Travelers Use and Feel About Hotel Internet Access? 2017 GBTA. All rights reserved.

2 Presenter Mark Sharoff Research Analyst GBTA Foundation

3 Trend #1: Managed Travel Goes Mobile

4 Trend #2: Free Access Everywhere Image Source: The Verge

5 Trend #3: Using New Technology to Enhance Brand Image Source: The Wall Street Journal

6 Agenda GBTA Hotel Technology Study Overview Methodology Demographics Detailed Findings Internet access Hotel mobile apps Non-standard tech amenities

7 Overview Survey of business travelers about hotel technology Key topics include: Internet access How much time do business travelers spend using in-room Internet access? Are business travelers satisfied with in-room Internet access? How do business travelers respond to loyalty and direct booking incentives? Mobile technology How often do business travelers download hotel apps? Why do business travelers use hotel apps and are they satisfied with them? Non-standard technology Which new or potential technology innovations are business travelers most interested in?

8 Methodology Survey of more 828 business travelers who are based in North America: 611 in the United States 201 in Canada Fielding took place between April 18, 2016 and April 22, 2016 Respondents qualified if they: Were employed or self-employed Had traveled for business at least once in the past year Had stayed at a hotel on business travel at least once in the past year Had not exclusively stayed at economy hotels during business stays in the past year Results are for all business travelers, not only those within a managed program Quotas were set for age and gender within each country Data were also weighted for country, age and gender after fielding

9 Demographics Country (n=831) Female Gender (n=831) Male 90% 10% 41% 59% Age (n=831) Employment Status (n=831) 18 to to or older 32% 42% 26% 89% 11% Estimated Average: 43 years old Note: All demographic figures shown are weighted

10 Demographics (cont.) Number of Employees (n=786) Less than 50 26% 50 to less than % Estimated Average: or more 45% Less than $50K? 14% Household Income (n=775) $50K to less than $100K 14% 36% $100K + 44% Estimated Average: $107,000 Prefer not to answer 6% Position (n=785) C-Level 10% Upper management 20% Middle management 41% Mainstream workforce/support 29%

11 Demographics (cont.) Number of biz trips in past year (n=502) 1 to 3 40% 4 to 11 39% Domestic only Business Travel Destinations (n=773) International only Both 12 or more 21% Estimated Average: 8 trips 72% 4% 24% Types of Hotels Visited on Business Trips in the Past Year (n=526) Types of Hotel Visited on Last Business Stay (n=526) Luxury Upper upscale Upscale Upper midscale Midscale Economy 7% 13% 23% 32% 39% 39% Luxury Upper upscale Upscale Upper midscale Midscale Economy 1% 9% 16% 23% 23% 27%

12 Internet Access

13 Hotels Spend About One-Fifth of Their IT Budget on Their Network/Connectivity How Are Hotel IT Budgets Invested? 3.5% Average share of revenue spent on IT investment Software Hardware Network / connectivity / telecom 24% 21% 32% Internal personnel 17% Source: Hospitality Technology, 2017 Lodging Technology Other 7%

14 Three-quarters of Business Travelers Spent at Least 30 Minutes Per Day Using In-room Internet for Work on Their Last Trip Time Spent Per Day Using In-room Internet for Work on Last Business Trip (n= ) 15% 11% 29% 2% 24% 19% Less than 30 minutes 30 minutes to less than 1 hour 1 to less than 2 hours 2 to less than 3 hours 3 hours or more Don't know 74% at least 30 minutes per day 55% at least 1 hour per day 26% at least 2 hours per day Thinking about this same trip, how much time did you spend per day, on average, using in-room Wi-Fi or high speed internet for the following? Your best estimate is fine.

15 Business Travelers Spent Almost as Much Time Using In-Room Internet for Leisure 2% Time Spent Per Day Using In-room Internet for Leisure on Last Business Trip (n= ) 12% 8% 27% Less than 30 minutes 30 minutes to less than 1 hour 1 to less than 2 hours 2 to less than 3 hours 72% at least 30 minutes per day 49% at least 1 hour per day 29% 23% 3 hours or more Don't know 26% at least 2 hours per day Thinking about this same trip, how much time did you spend per day, on average, using in-room Wi-Fi or high speed internet for the following? Your best estimate is fine.

16 Business Travelers View Hotel Wi-Fi Positively, Compared to Airplane and Train Wi-Fi Satisfaction With Availability and Reliability of Wi-Fi in % somewhat satisfied or very satisfied among global business travelers 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 83% 49% 48% Hotel rooms Airplanes Trains Source: GBTA Business Traveler Sentiment Index, in Partnership with American Express

17 Business Travelers Are Largely Satisfied With Using In-room Internet During Their Last Stay Satisfaction with Aspects of In-room Wi-Fi or High Speed Internet on Last Business Stay 76% 22% 22% 17% 78% 54% 56% 62% 45% 16% 12% 31% 5% 7% 6% Speed (n=759) Connectivity - having a reliable, uninterrupted connection (n=753) Security (n=664) Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Very satisfied Please rate your satisfaction with the following aspects of using hotel Wi-Fi or high-speed internet in a meeting room or public space in the past 12 months. Question only displayed to respondents who indicated using in-room hotel Wi-Fi on their last business trip.

18 Business Travellers Are Also Generally Satisfied With Using Wi-Fi in Hotel Public Spaces Satisfaction with Aspects of Wi-Fi or High Speed Internet in a Hotel s Public Space in the Past Year 20% 23% 17% 75% 75% 55% 52% 61% 44% 16% 15% 30% 8% 8% 7% Speed (n=561) Connectivity - having a reliable, uninterrupted connection (n=550) Security (n=481) Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Very satisfied Thinking about this same business trip, please rate your satisfaction with the following aspects of using in-room Wi-Fi or high speed internet. Note: Question only displayed to respondents who indicated using in-room hotel Wi- Fi on their last business trip.

19 How Fast Is the Internet? FCC Study Median Broadband Speed Nationwide 39 Mbps Source: FCC, 2016 Measuring Fixed Broadband in America Report, December 1, 2016

20 How Fast Is the Internet? Akamai Study Average Internet Speed Nationwide 16.3 Mbps Source: Akamai, Akamai s State of the Internet, Q Report

21 How Fast Is the Internet? In 2015, the FCC changed definition of broadband Old download speed: 4 Mbps New download speed: 25 Mbps Old upload speed: 1 Mbps New upload speed: 3 Mbps

22 Is Hotel Internet Slower? My Basement Apartment Wi-Fi HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online

23 Is Hotel Internet Slower? HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online GBTA Office Wi-Fi

24 Is Hotel Internet Slower? HotelWifiTest.com: Reagan Airport Washington, DC lets you test the download speed of a hotel s Wi-Fi and aggregates results online

25 Is Hotel Internet Slower? DIA HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online

26 Is Hotel Internet Slower? HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online

27 Is Hotel Internet Slower? HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online

28 Is Hotel Internet Slower? HotelWifiTest.com: lets you test the download speed of a hotel s Wi-Fi and aggregates results online

29 Why Satisfaction With Slower Wi-Fi? Maybe It s Fast Enough? Recommended Speeds for Video Calling On Skype Source: Skype.com For high-quality : 500 kbps (download) 500 kbps (upload) HD: 1.5 Mbps (download) 1.5 Mbps (upload)

30 Why Satisfaction With Slower Wi-Fi? Maybe It s Fast Enough? Recommended Speeds for Netflix Source: Netflix.com Required speed: 0.5 Mbps Recommended speed: 1.5 Mbps SD quality: 3.0 Mbps HD quality: 5.0 Mbps Ultra HD: 25 Mbps

31 What Travel Programs Are Concerned About Hotel Wi-Fi Security? Hotel Wi-Fi is rated lower for security than speed or connectivity Yet this doesn t mean travelers are dissatisfied with Wi-Fi security Three out of five (62%) business travelers are satisfied with the security of Wi-Fi in their hotel room Three out of five (61%) are satisfied with the security of Wi-Fi in hotel public spaces If travel programs are concerned, they can: Educate travelers about Internet security practices Provide a virtual private network (VPN) allows travelers to access a private network using the hotel s Internet; this generally involves encryption or tunneling protocols Provide or recommend a mobile hotspot allows travelers to access the Internet using mobile data; this does not involve use of the hotel s Internet

32 Most Travel Managers Direct Booking Incentives Represent a Growing Trend that Will Have a Negative Impact on their Role Does Hotels Offering these Incentives to Book on their Sites Represent a? In Your Opinion, Will this Have a Positive or Negative Impact on Your Role? 63% Say Growing Trend 80% Say Negative Isolated occurrence Growing trend Not sure Q. In your experience, is this a growing trend in the industry, an isolated occurrence, or are you not sure? Note: Only asked of respondents who indicated that they are aware of the practice. (n=168) Negative Neither positive nor negative Positive Q. In your opinion, if this were to continue, would this have a positive or negative effect on your role as a travel manager? Note: Only asked of respondents who indicated that they are aware of the practice. (n=168) Source: GBTA Foundation, Making Loyalty Programs Work for You and Your Travel Program, 2015.

33 A Majority of Business Travelers Are More Likely to Book Directly with Hotels in Order to Receive Free Wi-Fi or High Speed Internet Are Business Travelers More Likely to Book Directly with Hotels in Order to Receive? 33% 38% 64% 69% 31% 31% 16% 12% 6% 6% 13% 11% Free standard in-room Wi-Fi (n=785) A free upgrade to in-room higher speed access (n=779) Not more likely Slightly more likely Somewhat more likely More likely Much more likely Don t know Let s assume a hotel offers the following benefits only to guests who book directly on their website or mobile app. How much more likely are you to book through these channels to receive these benefits?

34 Yet a Prior Study Found Companies Commonly Negotiate Free Internet in Preferred Agreements Amenities Included in a Majority of Preferred Agreements With Hotels -U.S.-based Travel Managers Q. Which of the following features/amenities are included in the majority of your preferred agreements with hotels? (n=191) Source: GBTA Foundation, Making Loyalty Programs Work for You and Your Travel Program, 2015.

35 Hotel Mobile Apps

36 When Business Travelers Make a Direct Booking with a Hotel, They Generally Use Traditional Channels, Rather Than Mobile Channels Methods Used to Book Directly with a Hotel in the Past 12 Months (n=611) 68% 41% 19% 16% 3% Hotel's website Calling or ing a hotel Using hotel's mobile app Hotel's mobile site Other You mentioned booking a business stay directly with a hotel in the past 12 months. Which of the following specific methods have you used? Select all that apply. Note: Question only displayed to respondents who indicated yes when asked if they had booked a business stay directly with a hotel in the past year.

37 On Average, Business Travelers Had 2 Out of 7 Major Hotel Chains Mobile Apps on Their Phone in the Past Year Number of Major Hotel Chains Apps on Smart Phone in the Past Year -Among business travelers who have downloaded at least one of seven chains' app 46% 28% Average: 2 chains apps Median: 2 chains apps 15% 6% 3% 1% 0% One Two Three Four Five Six Seven Which of the following hotel apps have you had on your phone in the past year (even if you do not have them installed currently)?

38 Business Travelers Most Commonly Use Hotel Apps to Check the Status of a Reservation and Manage Their Rewards Account For Which Purposes Have Business Travelers Used a Hotel s Mobile App in the Past Year? - 5 Most Mentioned (n=478) 43% 43% 39% 32% 29% Checking the status of a reservation Managing my rewards points/account Booking a hotel stay Self-check-in / check-out Researching properties prior to booking For which of the following have you used a hotel app while traveling on business in the past 12 months? Select all that apply.

39 Interest in Non-Standard Technology Amenities

40 Business Travelers Are Interested in a Wide Range of Non-Standard Hotel Technology Amenities Which New Hotel Technology Innovations Are Business Travelers Most Interested in? (n=787) % ranked in top 3 35% 34% 32% 27% 27% 24% More regular power and USB outlets Offering streaming services (e.g. Netflix and HBO Go) on guest televisions In-room chargers for laptops and/or phones Offering smart TVs with Internet access Keyless / mobile technology room entry Self-check in / check-out kiosks The following is a list of technology innovations that hotels have not widely adopted. Some of these have, however, have been adopted at some hotels or discussed in industry studies. Please select three features that you would most like to have while traveling for business.

41 Almost Half of Millennials Include Streaming Services as One of the Top 3 Non-standard Tech Amenities They Are Most Interested in Interest in Non-Standard Technology Amenities % ranked in top 3 by age 25% 39% 39% 46% 41% 31% 32% 23% 25% 10% 5% 3% More regular power and USB outlets Offering streaming services (e.g. Netflix and HBO Go) on guest televisions In-room chargers for laptops and/or phones In-room VOIP service Millennials (n=248) Generation X (n=346) Baby Boomers (n=206) The following is a list of technology innovations that hotels have not widely adopted. Some of these have, however, have been adopted at some hotels or discussed in industry studies. Please select three features that you would most like to have while traveling for business.

42 2016 GBTA. All rights reserved. Thank you for joining the webinar. We will begin shortly.