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Independents and Limited-Service Properties Growing
In Popularity According to National Survey
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News for the Hospitality Executive |
Independents and Limited-Service Properties Growing
In Popularity According to National Survey
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.
|
Orlando, Fla. (July 21, 2009) � The current economic environment is apparently influencing consumers� interest in certain types of lodging accommodations as revealed in the just-released Ypartnership/Yankelovich 2009 National Travel MONITOR. Compared to last year, preference for independently operated hotels and resorts is up, while preference for chain-affiliated properties is declining. Leisure travelers are also more likely to cite �value for the price� as a key consideration when selecting lodging accommodations. Although preference for independent lodging is growing (now cited by 20% of all leisure travelers), it is still important to note that 8 out of 10 leisure travelers prefer chain-affiliated accommodations. This preference has declined significantly from the level recorded last year (84%), however. Also, compared to last year, leisure travelers are more likely to prefer a limited-service hotel or motel without a restaurant (40% versus 34%), and less likely to prefer one that offers full service with a restaurant (60% versus 66%). �The growth in preference for independent hotels and resorts appears to be driven by two factors,� said Peter C. Yesawich, chairman and CEO of Ypartnership, the nation�s leading marketing agency serving travel, leisure and entertainment clients. �First, a growing number of consumers appear more interested in the novelty and/or special character many independent operators have scripted into their properties. Second, the quest for better value, now defined in terms of a more attractive price, appears to be motivating many leisure travelers to evaluate independent alternatives.� Selected highlights are provided below: Preferred Lodging Accommodations When Traveling For Leisure
The top three factors leisure travelers consider when selecting lodging accommodations are �value for the price,� the �location of the property,� and the �room rate.� While location and room rate were cited by essentially the same percentage of respondents in both 2008 to 2009, �value for the price� increased significantly from 82 percent to 88 percent (82% to 88%). Another apparent contributor to the perception of good value, a complimentary breakfast included with the room rate, jumped from 51 percent to 58 percent (51% to 58%). And it is interesting to note that the influence of a recognizable brand name decreased significantly from 51 percent to 44 percent (51% to 44%). Extremely/Very Influential Factors In Hotel/Resort Selection
Ypartnership is a worldwide advertising and public relations agency that specializes in serving travel, leisure and entertainment-industry clients and is co-author of the widely acclaimed National Travel MONITORSM with Yankelovich, Inc. For more information, visit www.ypartnership.com. |
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Ypartnership/Yankelovich2009 National
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