2012 Homewood Suites WorkStyles Study

Transcription

1 2012 Homewood Suites WorkStyles Study June, 2012 Shawn Yan Market Research Department

2 Executive Summary Overall, many business travelers spent 3 to 10 nights on the road in the past year. The average length of a business trip was typically seven days or less. Internet Service was the top hotel service used by business travelers. Normal Routine (32%) and Kitchen (25%) were the top two most missed items from home. Both figures were lower in the 2010 study: Normal Routine: ; Kitchen: 7%. These increases indicated that more and more business travelers would like to keep a healthy lifestyle while on the road. Many business travelers would like to try to keep their normal routine while traveling. They indicated that In-Room Kitchen and Hotel Fitness Center would help maintaining their routine easier. When booking a hotel, business travelers emphasized Value and Location, which were also frequently mentioned in the 2010 study. The most valuable hotel amenity was Large, Comfortable Rooms by most business travelers. Most business travelers would like to stay at the same brand s hotels or brand s sister hotels. Loyalty Program was the top reason for their hotel selections Hilton Worldwide Confidential & Proprietary 2

3 Methodology The Homewood Suites brand team requested an update to a survey conducted in 2010, called the Homewood Suites Workstyles Study. This was a study of extended-stay business travelers to find out their hotel booking preferences and travel behaviors. To this end, an online study was conducted from May 16 to 25, 2012 using the erewards Panel. To mirror the 2010 survey, participants were screened to have had three or more trips in the past 12 months for a duration of four or more nights for at least one trip. In total, 553 travelers responded, and the sample was split 50/50 between men and women. Upon analysis, many of the results from the 2010 study cannot be used for the comparisons, as the questionnaire had been changed. We have attempted to draw as many comparisons between 2010 and 2012 as possible Hilton Worldwide Confidential & Proprietary 3

4 Summary of Findings Background Information More than half of the respondents (55%) traveled for business from 3 to 10 nights in the past 12 months. For the majority of them (94%), the average length of a business trip was typically seven days or less. Hotel Amenities/Services Internet Service (88%) was the most used hotel service among business travelers, followed by Dining Facilities (58%). The top two items missed by business travelers were Normal Routine (32%) and Kitchen (25%). When comparing the top two missed items by gender, while there was no big difference on Normal Routine (Male: 32% vs. Female: 31%), there was an obvious difference on Kitchen (Male: 22% vs. Female: 29%) Hilton Worldwide Confidential & Proprietary 4

5 Summary of Findings (Continued) Booking Preferences When choosing a hotel, many business travelers thought Value (34%) and Location (34%) were the two most important factors. Almost three quarters of the respondents (73%) were likely to stay at the same hotel for both longer and shorter trips. For those who stayed at a different hotel, many of them were looking for Larger Suites with Separate Living and Sleeping Areas (66%) and Kitchen with Full-Sized Refrigerator (52%). There was no blatant difference in the preferred pricing structure between Bundled (39%) and A La Carte (38%) among all respondents. Large, Comfortable Room (63%) was the most valuable amenity reported by respondents. Almost three quarters of respondents (73%) would NOT be influenced by recommendations/brand communications from social media in their hotel selections Hilton Worldwide Confidential & Proprietary 5

6 Summary of Findings (Continued) Travel Behaviors Traveling was still deemed as the most effective means to do business by most respondents (73%). Almost one half of the respondents (47%) were looking forward to traveling for business. When it came to maintaining their normal routine during a business trip, respondents were split evenly for maintaining their normal diet (Yes: 51%; No: 49%). However, only more than one-third of respondents would maintain their fitness routine (37%) on the road. Though most respondents indicated that there was nothing to help them make it easier due to lack of time/opportunity, two hotel amenities were mentioned by many respondents, In-Room Kitchen (38%) for maintaining normal diet and Hotel Fitness Center (33%) for maintaining fitness routine. When comparing Healthier Food Options and Enhanced Fitness Facilities, most respondents reported Healthier Food Options (69%) was more important to the hotel selection. Forty percent of the respondents indicated they typically worked 1 to 2 hours per day at the hotel when traveling for business. Most of the respondents (77%) worked at a Desk or Living Area in a hotel Hilton Worldwide Confidential & Proprietary 6

7 Summary of Findings (Continued) Travel Behaviors (Continued) One third of respondents (33%) reported that they had made an important business connection during social/network activities in a hotel. More than seven in ten respondents (71%) indicated that they would stay at the same brand hotel for their business as well as leisure trips. For those who would stay at the same brand or sister brand hotels, Loyalty Program (Same Brand: 78%; Sister Brands: 77%) was the top reason. For those who would NOT stay at the same brand hotels, Better Location (44%) was the top reason. In addition, all of these groups mentioned Amenities/Services as the second important reason for their hotel selection (Same Brand & Sister Brands: 51%; Another Hotel: 34%). Almost two thirds of respondents (66%) would unpack their suitcases when traveling. Being Away from Home (34%) and Air Travel (31%) were the top two biggest obstacles in business travel Hilton Worldwide Confidential & Proprietary 7

8 Travel Patterns More than half of the respondents had business travel from 3 to 10 nights. Many respondents had 1 to 3 days for the average length of their trips. 70% 60% 50% 40% 55% Number of Business Nights in the Past 12 Months Length of Average Business Trip Past 12 Months % of Respondents 1-3 Days 65% 4-7 Days 29% 12% 11% 22% 8-10 Days 4% 11+ Days 3% 0% BusinessTrips in Past 12 Months Mean = 15.1 Question: How many nights did you spend away from home for business in the past 12 months? Question: You indicated you spent [PIPE ANSWER CHOICE FROM Q1] nights in the past 12 months, how long does your average business trip last? 2012 Hilton Worldwide Confidential & Proprietary 8

9 Hotel Amenities/Services The majority of the respondents used the Internet Service most, followed by Dining Facilities. Amenities/Services Currently Used Most 88% 90% Other % of Respondents Breakfast 1% Bar/Club 1% 60% 58% Room Service 1% Refrigerator 1% 40% 39% Spa Service 0% Other 2% 13% 4% 6% 0% Internet Service Dining Facilities Fitness Facilities Hotel Shuttles In-room Movie/ Entertainment Shoe Shine/ Laundry Service Other Question: What hotel amenities/services do you currently use most? 2012 Hilton Worldwide Confidential & Proprietary 9

10 Hotel Amenities/Services Almost one-third of respondents (32%) indicated Normal Routine was the most missed item from home when on the road, compared to in the 2010 study. Item/Comforts from Home Missed Most When Traveling for Work Other % of Respondents Free/Fast Internet 1% 40% 32% % 22% 15% 24% Family/Partner 1% Pillow 1% Bathroom 1% Nothing 2% Other 1% 7% 7% 0% Normal Routine Kitchen Living Room Bed Other Question: What item/comforts from home do you miss most when traveling for work? 2012 Hilton Worldwide Confidential & Proprietary 10

11 Booking Preferences - Most Important Factor Services from Hotel Value and Location were the two most important factors in choosing a hotel. The results were similar to those in the 2010 study. Most Important Factor in Choosing a Hotel 40% 34% 34% 32% % 0% Value (Price/Services Offered) 1% 1% Location Brand Affiliation Comfort Reward Program Other Question: Over the past year, which has been the most important factor in choosing a hotel? 2012 Hilton Worldwide Confidential & Proprietary 11

12 Booking Preferences - When Traveling Longer Period of Time (5+ plus nights) The majority of respondents would NOT like to choose a different hotel for a longer stay. When choosing a different hotel for longer stays, they were looking for Larger Suites and Full-Equipped Kitchen. Likely to Stay at The Same Hotel as a Shorter Trip (1-3 nights) Base Size: 149 Yes No 73% 27% If No, What are They Looking For? 80% 70% 60% 50% 40% 66% 52% 34% Other 22% % of Respondents Location 3% Pool 2% Amenities 1% Bathroom/ Restroom 1% Fitness club/center 1% Price/Value 1% Other 5% 14% 0% Larger Suites with Separate Living and Sleeping Areas Kitchen Including Full- Sized Refrigerator On-Property Dining Options Outdoor Public Spaces Other Question: When traveling for a longer period of time (5+ plus nights), are you likely to stay at the same hotel as a shorter trip (1-3 nights)? Question: What offerings do you look for when choosing a hotel for longer stays? 2012 Hilton Worldwide Confidential & Proprietary 12

13 Booking Preferences - Most Valuable Services from Hotel Preferred Pricing Structure 39% Bundled The most valuable amenity was a Large Comfortable Room. There was no clear difference between two pricing structures. More than a quarter of the respondents reported that social media had influence in their hotel selections. A La Carte 38% Doesn't Matter 23% Social Media Influence 27% Yes 73% No 80% 70% 60% 50% 40% 0% 63% Large, Comfortable Rooms Most Valuable Amenity 12% 11% Newest In- Room Technology Personalized Customer Service 5% Full-Service Restaurant 1% Spa Other 8% Other % of Respondent s Cleanliness/Cle an rooms 3% Price/Value 1% Comfortable bed 1% Fitness facilities 1% Free/High speed internet 1% Other 2% Question: Do recommendations/brand communications via social media influence your hotel selection choice? Question: Which pricing structure do you prefer for hotel amenities and services? Question: What do you value most from a hotel? 2012 Hilton Worldwide Confidential & Proprietary 13

14 Travel Behaviors Almost three quarters of the respondents thought traveling was still the most effective way to do business. Only one in five respondents did not like business travel. Traveling as The Most Effective Means to Do Business Look forward to Traveling for Work 27% 47% Yes 21% No 73% 32% Indifferent Yes No Question: In today s electronic age, do you still find traveling for work the most effective means to do business? Question: Do you look forward to traveling for work? 2012 Hilton Worldwide Confidential & Proprietary 14

15 Travel Behaviors Half of the respondents did not maintain their normal diet during business travel. Though many of them felt that nothing could help them maintain their normal diet, In-Room Kitchen was mentioned quiet often. The result was different from the 2010 study as only 23% of respondents indicated Nothing. Maintaining Normal Diet : 51% 49% If No, what would make it easier? 50% 40% Base Size: % 38% 22% What would make maintaining your diet and fitness routine easier? (2010) In-room kitchen stocked with requested food In-room exercise equipment 13% 34% 32% Other 11% Nothing 23% 3% Yes No 0% Nothing, when traveling I don't have time/opportunity to maintain my regular routine In-Room Kitchen Stocked Refrigerator with Requested Food Restaurant Other Question: Do you maintain your normal routine when on the road for business? Question: What would make maintaining your diet routine easier? 2012 Hilton Worldwide Confidential & Proprietary 15

16 Travel Behaviors More than 60% of the respondents did not maintain their fitness routine on the road. Similarly, while many of them felt that nothing can help their fitness routine, Hotel Fitness Center and In-room Exercise Equipment were two popular options. Again, Nothing was the number option selected by many respondents. Maintaining Your Fitness Routine 50% Base Size: 346 What would make maintaining your diet and fitness routine easier? (2010) In-room kitchen stocked with requested food 34% 37% 63% If No, what would make it easier? 40% 42% 33% 24% In-room exercise equipment 18% 32% Other 11% Nothing 23% 3% Yes No 0% Nothing, when traveling I don't have time/ opportunity to maintain my Hotel Fitness Center In-Room Exercise Equipment Hotel Swimming Pool Other Question: Do you maintain your normal routine when on the road for business? Question: What would make maintaining your fitness routine easier? 2012 Hilton Worldwide Confidential & Proprietary 16

17 Travel Behaviors Almost seven in ten respondents preferred Healthier Food Options to Enhanced Fitness Facilities when selecting a hotel. Many of them worked 1 to 2 hours per day during their business trips. The majority of them preferred to work at a desk or in a living area. More Important Factor In a Hotel Selection Working Hours and Locations in a Business Trip 8% 3% 69% 31% Healthier Food Options Enhanced Fitness Facilities 26% 40% 27% More Than 3 Hours 2-3 Hours 1-2 Hours Less Than An Hour 18% 77% Other Lobby Business Center Bed Desk or Living Area Question: What would be more important to your on the selection of a hotel? Question: How many hours per day do you spend working in your room when travelling for business? Question: Where do you spend most of your time working at your hotel? 2012 Hilton Worldwide Confidential & Proprietary 17

18 Travel Behaviors One-third of respondents had made an important business connection while socializing/networking at their hotels. Made an Important Business Connection While Socializing/Networking at a Hotel 33% 67% Yes No Question: Have you ever made an important business connection while socializing/networking at your hotel? 2012 Hilton Worldwide Confidential & Proprietary 18

19 Travel Behaviors Most respondents would stay at the same hotel for both business and leisure trips. Loyalty Program was the top reason. For those who stayed at different hotels, Better Location was the top reason. Likelihood to Stay at the Same Brand Hotel in Both Leisure and Business Trip 78% 51% 49% At the Same Hotel Base Size: 391 5% Loyalty Program Amenities /Services Familiarity Guest Room Other 71% Yes 44% 34% 26% At Another Hotel Base Size: 93 No 14% 12% 8% 17% Brand's Sister Hotel Better Location 77% Amenities /services Stay Differently Family Friendly Better Rooms Cost Other 12% 51% 49% At the Sister Hotel Base Size: 69 Question: Are you likely to stay at the same brand hotel for vacation as you stay at when traveling for business? Question: Why do you choose to stay at the same hotel? Question: Why do you choose to stay at another hotel? Question: Why do you choose to stay at the sister hotel chains? Loyalty Program Amenities /Services 13% 8% Familiarity Guest Room Other 2012 Hilton Worldwide Confidential & Proprietary 19

20 Travel Behaviors Many respondents unpack their suitcases while travelling. Being Away from Home and Air Travel were the top two obstacles in business trips. Unpack Suitcase When Travelling Biggest Obstacle in Business Travel 50% 40% 34% 66% Yes No 34% 31% 18% 13% Question: Do you normally unpack your suitcase when travelling? Question: What is the biggest obstacle/most-dreaded part of business travel? 0% Being Away from Home 1% Air Travel Lost Time Expense Other 2012 Hilton Worldwide Confidential & Proprietary 20

21 Appendix Respondents Profile 2009 Hilton Worldwide Confidential & Proprietary 21

22 Gender and Age Overall, respondents were split evenly between male and female. The majority of respondents were at least 45 years old (72%). Age 50% 40% 12% 14% 22% Gender % of Respondents M ale 50% Female 50% 0% 1% Question: Please select your gender Question: Please tell us your age 2012 Hilton Worldwide Confidential & Proprietary 22

23 Number of Trips Almost two in five respondents spent 6 to 10 trips for business travel in the past 12 months. The average number of trips for all respondents was Number of trips taken in the past 12 months: 50% 40% 38% Mean = % 16% 11% 4% 5% 0% Question: How many trips have you taken in the past 12 months? 2012 Hilton Worldwide Confidential & Proprietary 23

24 Number of Trips by Age Not surprisingly, all age groups had the highest proportion on the 6 to 10 nights segment. Number of trips taken in the past 12 months by age groups: 50% 40% 36% 41% 41% 39% 34% 33% % 25% 26% % % 16% 17% 15% 15% 11% 9% 6% 5% 5% 5% 5% 5% 5% 1% 2% 2% Question: How many trips have you taken in the past 12 months? By age group 2009 Hilton Worldwide Confidential & Proprietary 24

25 Travel Patterns Respondents were screened to have taken at least three trips lasting four or more nights in the past 12 months. Of these, approximately 34% have taken more than five of these extended stay trips. Number of Trips in the Past 12 Months Total Trips Taken 25% 38% 16% 11% 4% 5% 34% Number of Trips of 4+ Nights 66% 25% 5% 2% 0% 40% 50% 60% 70% 80% 90% 100% Question: How many trips have you taken in the past 12 months? Question: How many trips in the past 12 months have been for 4 or more nights consecutively? 2012 Hilton Worldwide Confidential & Proprietary 25