Looking into major trends in the hospitality industry. What is the road to consumer decisions? What influences your guests to book a hotel? Where do they get their information from? Online? Social Media channels? Friends & Families? RDA explores the answers in this document.

1. HOSPITALITY CUSTOMERS
BEHAVIORS & INFLUENCES
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2. The road to consumer decisions
4 KEY LEARNINGS in the hospitality industry.
2 in 3 travelers Travelers are Value Mobile is an
book hotels increasingly Location essential tool
online well informed Quality of Life for consumers
Internet is the The average traveler 85% of booking Travelers
leading source visits more than 20 decisions are increasingly turn to
for planning and websites prior to influenced by mobile to research
booking hotels. booking. these 3 factors. and book hotels.
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3. The Internet is the leading source for The Internet is the most
influential channel throughout
travel planning and booking hotels. the entire hotel purchase funnel.
85%
82%
Internet 81%
85%
60%
Family, friends, colleagues 38%
54% of leisure
32% travelers
Informational brochures 28%
32% consider the
24%
Personal Internet their
Magazines 25%
35% Business main source for
Affluent travel planning.
22%
TV 26%
24%
Travel agents
18%
27%
36% 37%
18%
Books 19%
34%
of travelers
reported that the
12%
Newspapers 19% Internet prompted
20% them to book -
11% more than any
800 or free-toll number 23%
other channel,
0%
Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?”
Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 3
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4. Travelers are more informed than ever OTAs and search are the most
common websites used to
and frequently comparison shop for hotels. comparison shop for hotels.
64%
Expedia
Top 10 sites used when comparison shopping for hotels
42%
of leisure travelers 44%
always/frequently 39%
Hotels.com 36%
comparison shop
37%
Travelocity 34%
77% Google
Priceline
25%
32%
35%
of affluent travelers 27%
always/frequently 29% Personal
Orbitz 31%
comparison shop Business
25%
Hotwire 26%
57% 23%
Hotel Brand 25%
17%
Kayak 24%
of business travelers 15%
always/frequently AAA 15%
comparison shop
Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?”
Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 4
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5. THE
AVERAGE
visits
22 9.5
travel-related
websites
during
research
sessions
prior to
BOOKING
TRAVELER A HOTEL
Source: Compete.com, 2011 5
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6. 4 essential steps in the road to hotel guests decisions
STIMULUS ZERO FIRST SECOND
Guest finds out MOMENT OF TRUTH MOMENT OF TRUTH MOMENT OF TRUTH
about hotel and Guest goes online to Guest visits Guest’s experience
gets interested research the hotel The Hotel Website of the hotel
Top referring sites for bookings: Purpose of visiting a hotel website: Guest discovers the hotel
Friends & Family 33%
and is either happy or
OTAs 28% Make reservation 26% disappointed.
Search Engines 73%
Guest shares his experience
TripAdvisor 23% Find hotel info 20%
Map Pages 10% whether online or offline, to
Article/Magazine 6% friends, families and
Review Sites 7% Compare rates 20% strangers.
Travel Agent 4%
This impacts the Stimulus
Travel Guides 3% View/cancel reservation 7% and ZMOT stages of
Other 4%
someone else
Facebook 3% Social Media 1% Other 27% (friends & families, etc.)
Reviews are important for 81% 92% of decisions are 85% of booking decisions are Guest reviews +
of travelers when deciding influenced here. influenced by 3 criteria: experience account for
which hotel to stay at. Consumer is in charge. location, value, quality of life. 55% of new guests.
Source: Google/Shopper Sciences Study, 2011 - Q: “When you were considering purchasing a product what sources of info did you seek out to help with your decision? + WIHP, 2011
Source: iPerceptions, “Hospitality and Tourism Industry Report”, 2011 | Source: Forrester Research, 2011 + PhoCusWright's “Social Media in Travel 2011”: Traffic, Activity & Sentiment 6
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7. The effect of online Search engines provide travel information,
sources on hotel booking hotel sites prompt bookings.
“Helped me “Helped me “Prompted me
learn more” decide” to book”
Leisure Business Leisure Business Leisure Business
Hotel websites
Hotel Websites 30% 39% 39% 49% 24% 36% prompt bookings
Search engines
Search Engines 49% 43% 43% 37% 10% 13% provide information
Online Travel Agency 27% 33% 34% 39% 23% 27%
Online Video Sites 16% 20% 13% 15% 3% 6%
Social Networking Sites 14% 18% 13% 14% 3% 5%
Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?”
Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 7
I N T E R N AT I O N A L , I N C

8. 3 pillars in booking decisions: Chart: “what is the single
biggest influence on purchasing
location, value, quality of life decision when booking a hotel?”
37%
Will it save me time?
Location Is it near my destination points?
37%
Quality Will it be enjoyable
of life (comfort + vibe + guests)?
Other 7% 34% 34%
Will it save me money?
Value Is this the best value I can get?
2%
Activities Available
Room/Property Size 2%
Official star-rating 4% 14%
85% of hotel booking
14% decisions are influenced
by these 3 criteria
Source: TripAdvisor Traveler Trends Survey, 2011. Q: “When booking a hotel, which one of the following will be the single biggest influence of purchasing decisions?” 8
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9. Social, mobile and video/photos are Visual content creation is an
essential part of the marketing
important to hotel guests when booking process for hotels & lodging.
Importance of features when choosing a hotel
90%
Price 81%
58%
Hotel Website 55%
57%
Promotions 51%
50%
Specific accommodation 49% Personal
50% Business
Online Reviews 39%
42%
Virtual Tour & Pictures 32%
33%
Can earn reward points/miles 58%
21%
Online videos posted by the lodging 19%
18%
Posts, comments, reviews on social 18%
16%
Hotel Website (mobile) 20%
6%
An app on mobile phone 9%
Source: Google/Ipsos OTX MediaCT “Traveler’s Road to Decision”, 2012 - Q: “Which of the following sources do you typically use to plan personal or leisure trips?”
Source: “Customer Loyalty in the Hotel Industry” - Deloitte, 2013 9
I N T E R N AT I O N A L , I N C

10. 4 KEY LEARNINGS How RDA can help you throughout
= 4 KEY LESSONS all steps of the consumer decision process
2 in 3 travelers Travelers are Value Mobile is an
book hotels increasingly Location essential tool
online well informed Quality of Life for consumers
WHAT RDA OFFERS WHAT RDA OFFERS WHAT RDA OFFERS WHAT RDA OFFERS
Website Design Search Engine Marketing Design and Branding Responsive Website
Website Development Search Engine Optimization Positioning & Core Values Mobile apps / websites
SEO Social Media Marketing Art Direction Mobile Marketing
Email Marketing Community Management Video Creation
Online Advertising Facebook apps/tabs
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11. FEEL LIKE WE
COULD BE A
GOOD FIT?
CONTACT I N T E R N AT I O N A L , I N C
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CONTACT@RDAI.COM
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