Analysing the survey data of 8,000+ travellers from 10 countries globally (including the UK), Little Hotelier has created the Changing Traveller Report: Small Accommodation Edition, uncovering the evolving plans, behaviours and perspectives of today’s accommodation guest.
From the report, there are five key trends for UK accommodation providers to be aware of in the year ahead.
Trend 1: Establishing a strong ‘billboard’ remains key to being booked online
In the survey data, it was found that 33% of travellers will begin their accommodation research on a search engine like Google, 21% will head straight to a specific OTA or travel website, and 10% will pore over social media to find inspiration, highlighting the need to establish a strong online presence from the outset.
Trend 2: Direct bookings and lasting relationships are there to be won
Booking directly with a property online is currently the second most popular reservation method for travellers globally, behind OTAs, highlighting an ongoing opportunity to secure increased profits. When on a property’s website, an easy and secure booking and payment method, content of the rooms and staff, and guest reviews are all top three considerations for at least 50% of travellers.
Trend 3: Travellers are craving unique accommodation experiences
When deciding whether they would consider returning to a property, the ‘little things’ that make an accommodation brand unique, for example the property’s scent, their artwork, or the restaurant’s music, are either “important” or “very important” to 66% of travellers.
Trend 4: Technology use is becoming more closely linked to booking success
Slow adopters of hotel tech will need to pick up the pace if they want to continue winning bookings consistently, with 64% of travellers saying their perception of a brand would be changed if they weren’t using technology effectively (i.e if their website is slow or their payment process wasn’t secure).
Trend 5: Authenticity and service will always be king
Travellers have made it clear that old-fashioned hospitality still rules the day when it comes to onsite experience, and expectations are higher than ever. As automating the check-in experience becomes more common, 88% of travellers still prefer it when a property’s staff are onsite when they arrive, while 61% now expect higher or much higher standards than pre-COVID when it comes to human-delivered services.
For Little Hotelier’s full report, click here.
