In some respects, the hospitality industry hasn’t changed much over the years. Hotels have always been a home away from home for travelers, and when they check into their accommodations, guests still expect to receive clean sheets and top-notch service.
But in other ways, it has transformed a great deal. With so much rapidly-evolving technology, perks, and amenities that guests once saw as novel and innovative soon become standard. This leaves hotels in a state of perpetual catching-up. We’ve rounded up almost 40 hospitality statistics that inform the way hotel guests approach the travel experience — including their use of technology and how they view online reviews.
Hospitality Statistics: Leisure Travel
- According to PWC, leisure travellers most value room quality (76%), price (69%), and location (67%).
- U.S Travel reports that in 2015, the U.S. travel and tourism industry raked in $683 billion in revenue from leisure travelers.
- According to American Express 83% of Baby Boomers and Generation X travel to relax and unwind.
- In that same study it was revealed that 72% of travelers would rather take the time to plan a trip tailored to their interests than purchase a pre-packaged itinerary.
- In the United States, U.S Travel found that 4 out of 5 domestic trips are taken for leisure purposes.
Hospitality Statistics: Business Travel
- In a 4Hoteliers.com study, 62% of 18-30 year olds states they have extended a business trip into a leisure trip; they are the age group most likely to do so.
- According to Grant Thornton International, 28% of business travelers book based on a hotel’s proximity to their meeting.
- A study conducted by AHLA uncovered 40% percent of all travelers are business travelers.
- In a study by Tnooz it was revealed that business travelers read an average of 5 online reviews before they make the decision to book.
- CNBC found millennials take the most business trips, at an average of 4.7 per year. Baby Boomers average 4.2 per year, while Generation X go on 3.6 per year.
Hospitality Statistics: Spending
- TripAdvisor reported that 1 in 3 travellers say they plan to spend more on travel in 2016 than they did last year.
- In that same study it was revealed that, on average, Baby Boomers have a travel budget that is three times that of Millennials.
- Travel and Tourism Research Association found that 64% of Millennials believe that travel is a luxury worth spending money on.
Hospitality Statistics: Technology
- According to Statista, 62% of travelers say they would like to use their smartphones to order room service or amenities.
- In PwC Study, roughly 75% of travelers expressed that they are willing to share personal data in exchange for personalized information on restaurants and cultural events.
- Barclays reported that 72% of all consumers use the internet to make hotel reservations. Travelers aged 55-64 are the most likely to book in this manner, at 80%.
- In TripAdvisor study 46% of travelers say free in-room Wi-Fi is an essential and that they will look elsewhere if an accommodation doesn’t provide it.
- In that same study, two-thirds of travelers across all ages use online methods to book travel. Of those, 24% say they book online because they found better prices that way.
- An American Express study showed 88% of travelers say they want brands to offer mobile booking options that are also supported by live travel service professionals.
- TripAdvisor reported that millennials are more likely to pack their smartphone than their toiletries: 87% said they would pack their smartphone, while only 67% said they would pack their toiletries.
- In a Expedia study, 60% of travelers around the world said they would be unwilling to go on vacation without a mobile device.
- According to Grant Thornton International, 46% of millennials say that being able to check in and out using their mobile devices would motivate them to return.
- In an American Express travel trends presentation it was highlighted that 93% of travelers say that, despite advances in technology, the value of personal service cannot be replaced.
- A press release from Cornell Center for Hospitality Research stated 31% of travelers would rather use text to request an amenity from the front desk.
- Global Business Travel Association found that less than half of business travelers have downloaded a hotel or general travel app.
Hospitality Statistics: Online Reviews
- According to Moneris, millennial travelers listen to their peers: 84% say social opinions influence their purchase decisions.
- A TripAdvisor survey found that 88% of travelers say ratings of an accommodation on review websites heavily influence their decision to book.
- That same survey revealed 93% of hoteliers say that online traveler reviews are essential to the future of their business. 92% say increasing repeat business is their top concern.
- In a global study by Egencia, it was discovered that negative online reviews are relatively rare; only 67% of travelers worldwide reported ever writing one.
Hospitality Statistics: Loyalty
- According to PwC, millennial leisure travelers belong to an average of 2.3 loyalty programs — a stark contrast to other age groups, which belong to 3.2 programs.
- Egencia reported that, half of millennials think loyalty programs are important when they’re booking flights and hotels; in contrast, only 30% of people aged 45-65 think they’re important.
- It was revealed in a TripAdvisor study that only one-quarter of guests say loyalty programs are an important factor in their decision to book.
Hospitality Statistics: Travel Agents and Direct Booking
- A survey from TripAdvisor shows 91% of hoteliers say increasing direct bookings is a key to their future success.
- Statista research shows that 52% of travellers book a room via OTA versus 49% who book via the hotel’s website.
- After debuting their “Stop Clicking Around” campaign, Skift reported that Hilton saw a 90% increase in loyalty program enrolments.
- In that same study it was revealed that more than 90% of Millennials who used a travel agent in the past five years say it enhanced their travel experience.
- According to Cornell Center for Hospitality Research, hotels listed on OTA websites are likely to see an incremental increase in direct bookings of anywhere between 7.5 and 26%.