The article presents research findings on the most favored direct booking benefits by guests from the US, UK, Germany, and France, with an emphasis on resort credits, room upgrades, and convenience-related benefits like airport pick-up/drop-off and late check-out.
What is the primary benefit preferred by guests in direct hotel booking according to the research?
A) Free breakfast
B) Resort credit
C) Free Wi-Fi
D) Complimentary drinks
What combination of benefits had the second highest preference among guests?
A) Resort credit and spa discount
B) Upgrade to a higher room category, airport pick-up/drop-off, and late check-out
C) Upgrade to a higher room category and early check-in
D) Resort credit and late check-out
What single benefit had the fourth highest response rate, indicating its strong appeal?
A) Priority check-in
B) Discount in restaurants and bars
C) Upgrade to a higher room category
D) Late check-out
Bottom Line:
A marketer should take note of the high value guests place on an upgraded room category, whether on its own or in combination with other benefits. This indicates a significant opportunity for hotels to attract guests with room upgrade offers.
Answers to the multiple choice questions:
B) Resort credit
B) Upgrade to a higher room category, airport pick-up/drop-off, and late check-out
C) Upgrade to a higher room category
Link to the article:
https://guestradar.com/2023/06/08/an-insightful-look-into-the-most-favored-direct-booking-benefits-an-analysis-of-guest-preferences-from-the-us-uk-germany-and-france/