Recently Accor has finished its first European Business Traveller Research study, during which the company tried to detect preferences and expectations of European business travellers. The study included a survey that was answered by members of the company’s loyalty program, Le Club Accorhotels. Members from Germany, France, and the United Kingdom participated in the study.
The survey prepared by Adobe was targeted mostly at “REWARD” – Reservation methods, thoughts about Experience, free Wi-Fi issues, Attentive establishments, Responsible hotels, and, finally, questions about Digital life of business travellers.
This study exposed some very interesting information. For example, the majority of European business travellers book hotel rooms online. Almost a half (43%) use the hotel’s website for this purpose, while other 33% of travellers use other websites to make reservations. When choosing a hotel, 66% of respondents say they are mostly influenced by its location. Regarding the most important services provided by hotels, 71% of travellers say they consider bedding comfort to be the most important one. Free Wi-Fi was marked as a must for vast majority of business travellers. It was even chosen the third most important factor after location and price. Some European business travellers say they are very attentive to services and would like to have them more personalized. They name access to media from their home countries and separate check-in for loyalty program members as examples of these services.
The next section of the research, responsibility, revealed that business travellers care about environmental activities and waste reduction of hotels. They approve water and energy limit strategies. Finally, 36% of business guests say they have downloaded the hotelier’s booking application, and 49% of respondents say they share their opinions on social networks from time to time.