Hotel segments (Search vs Booking)
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The document analyzes data on hotel and flight search and booking patterns. It finds that: 1) Guests staying in luxury hotels are more likely to book flights in business or first class and travel on non-economy tickets generally. Upper midscale hotel guests have a higher proportion of first/business class flights than upscale guests. 2) Most hotel searches occur within two weeks of booking, with luxury guests most likely to search and book on the same day. Upper midscale guests tend to start searching furthest in advance. 3) The earlier travelers begin researching hotels, the more searches they conduct on average. Luxury guests search the most, while upper midscale guests search more due to
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Hotel segments (Search vs Booking)
- 2. HotelSegments Flightvs.Hotel Timing TimingofHotel Searches FlightClass& HotelSegment NumberofHotel Searches Thedayatravelerstartssearchingforaccommodationisalsothemostlikelydaythatheorshe willbebookingahotelroom.Thisholdsacrossmostregionsandhotelsegmentsinvestigated here,withtheLuxurysegmenthavingthehighestshareofsame-daybookingat43% globally. Morethanhalfofallhotelsearchesareconductedinthetwoweeksbeforethebooking.Ascanbe easilyspottedintheprofilechartinthebottomrightcorner,guestsofUpperMidscalehotelsare theleastlikelytostarttheirresearchonthedayofthebooking,whileLuxurysegmentguestsare themostlikelytostartresearchingoptionsthesamedaytheybook. UpperMidscale Upscale UpperUpscale Luxury Sameday 1DayBefore 2DaysBefore 3DaysBefore 4-7DaysBefore 8-14DaysBefore 15-30DaysBefore 31-60DaysBefore 61-90DaysBefore 91-120DaysBefore 121+DaysBefore 100% 27% 32% 35% 37% 43% 50% 62% 78% 89% 95% 100% 41% 46% 47% 49% 53% 57% 65% 77% 87% 92% 100% 37% 41% 43% 44% 48% 52% 60% 73% 84% 91% 100% 43% 48% 50% 52% 57% 62% 71% 83% 91% 96% DestinationRegion Todos HotelSearchesBeforeBookingDatebySegment HotelSegment Profile
- 4. HotelSegments Flightvs.Hotel Timing TimingofHotel Searches FlightClass& HotelSegment NumberofHotel Searches Sameday 1DayBefore 2DaysBefore 3DaysBefore 4-7DaysBefore 8-14DaysBefore 15-30DaysBefore 31-60DaysBefore 61-90DaysBefore 91-120DaysBefore 121+DaysBefore 6 13 15 16 17 19 21 23 27 27 30 4 11 14 14 15 17 18 21 25 25 28 6 10 12 13 13 14 14 16 19 20 22 8 16 20 20 22 25 27 29 31 32 34 HotelSearchesPriortoBookingDatebyBookedSegment FrequencyofHotelSearches Theearliertravelersstarttoresearchpotentialhotelstostayat,themoresearchestheyconductonaverage.Interestingly, wedidnotfindabigvarianceinthenumberofsearchesfortravelerswhostartedtheirresearchbetween2and30days beforethebooking.GuestsofLuxurysegmenthotelshavethehighestnumberofsearchesonaverage.UpperMidscale bookershavethesecondhighestnumberofsearchesbecauseonaveragetheystarttheirresearchearlier. DestinationRegion Todos April2015 May2015 June2015 July2015 August2015 8 9 10 11 12 13 AverageSearches 11 10 9 8 13 12 9 10 8 1313 13 9 8 9 12 8 12 12 11 AverageHotelSearchesbyBookedSegmentandMonthofBooking UpperMidscale Upscale UpperUpscale Luxury