The hotel shopping model is changing. We see it in the growth of vacation rental sites like Airbnb and HomeAway. We see it in the shift from cookie cutter chains to boutique hotels that reflect the uniqueness of their location. And we see it in the travel trend toward personalization.
Today’s discerning travelers not only want individualized experiences tailored to their priorities, but they expect their hotel rooms to provide more than just a bed to sleep in. Guests want the ability to customize their stay, with price being only a secondary consideration. They want to be able to select – and are willing to pay for – the room features and amenities that are most important to them. Hotels looking to differentiate themselves can do so by giving customers what they want – exactly what they want.
Room Features Over Room Categories
It’s no longer a simple question of whether your customer prefers a standard double room or a suite. A recent report from Oracle Hospitality, “Creating the Coveted Hotel Guest Experience,” showed that in-room features are used more by hotel guests than on-property services. In addition, 77 percent of travelers say that amenities play a fundamental role in their decision whether to book accommodation, while nearly half want the ability to select a specific room location. Today’s guests think of their hotel room as a personal refuge, a “home away from home,” filled with the features and creature comforts they value most.
Complimentary Wi-Fi, mobile check-in, and the ability to stream personal content on a hotel room television are quickly becoming the expected norm. Beyond this, however, specific room features desired by guests can vary widely, and require greater customization. A good desk and high-end coffee maker may be important to a business traveler, a leisure traveler may want to ensure their room is on a specific floor and includes a balcony, and the couple on a romantic getaway wants a room offering heart-stopping views or a cozy fireplace where they can snuggle at night.
