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Hotel Survey: Loyalty Takes a Back Seat to Price

2014-01-03

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For the hotel and lodging industry, loyalty takes a backseat to price, according to Accenture Hospitality’s Global Consumer Pulse Research. The survey queried 12,867 customers in 32 different countries about the hotel and lodging industry.


The research found that 41 percent of customers find offers and deals as a top differentiator when choosing a hotel. These customers show the highest inclination to shop for better deals (45 percent) alongside retailing.


“There really seems to be a stagnation in the industry about the loyalty that customers feel to particular brands,” said Umar Riaz, the North American lead for Accenture’s Hospitality practice about these findings. “Even as customers think that companies in this industry offer differentiated products and services they still feel low levels of loyalty.”


Customer loyalty has dissipated with the rise of digital channels, which has made it really easy for customers to shop around for deals, noted Riaz.


Seventy-nine percent of customers made their hotel and travel bookings online, representing a 7 percent increase compared to last year. Forty-one percent of consumers use their mobile device frequently for online product searches and 33 percent use a device to make online purchases.


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