Accenture has found that hotels are doing a better job of personalizing services to meet the needs of the frequent traveler, even though many of the business travelers do not utilize the points reward system offered by most hotels and airlines.
The hotel and airline industries have been some of the most impacted since 9/11, and their efforts to create a more personal atmosphere that meets the needs of their business traveler have shown improvement. Paul Chiu, managing partner for Accenture's Transportation and Travel Services practice notes that "while there has been progress, there is also continued opportunity for growth".
In a survey last fall, Accenture found that only 1 in 5 respondents felt that hotels recognized them as frequent travelers and customized services to meet their needs. This year, however, the numbers found that nearly one-third of the business travelers felt that the hotels had made tremendous improvements in accommodations and customized services.
The revolution of this industry comes at a time when many industries and services are re-evaluating their programs, services, and accommodations in order to service a more discriminating customer, and tighter budgets.
Technology continues to play an increasing role in business travel arrangements. The use of the internet to book rooms, and take advantage of online savings has risen above 80%, And as Chiu states, "As use of the internet becomes second nature for travelers, they will expect capabilities well beyond simple rate search and reservations; features such as electronic folio access, virtual concierge, and integrated trip planning will be a required service."
What is the top factor influencing hotel choice and length of stay? Proximity to business meetings. Respondents reported that convenience and ease of access were the most important factors considered when choosing hotels and making reservations. This is not surprising; however the fact that over half listed this feature over pricing can be interpreted by hotels as a sign that personal comfort and convenience have no price tag.
