Recent research from the University of Cornell used eye tracking software and interviews to analyse how consumers make their accommodation decision, and the process involved. The results found that far more than price, imagery was a critical component. One of the study’s authors, Stephani K. A. Robson said: “What guests appear to be thinking about is how well all the pieces of information about the hotel” – price, brand, photo, ratings, and so on – fit together… They used pictures to imagine themselves at the property and to see if the hotel was the right ‘it’ for them, so images that provide some sense of the experience, not just what the hotel looks like from the outside, may be powerful, perhaps even more than reviews or ratings which get a lot of attention from the industry.
Hoteliers now need to learn how to influence consumers to book their rooms instead of another property. To do this, you’ll need an understanding of the customer journey, not just for holiday-makers, but for business people too.
– Description of loyalty and reward schemes
– How hoteliers view their loyalty members
– Direct communication with guests
– Driving additional revenue for hotels
This course is created by Hoteliers, for Hoteliers. The leaders in hotels around the global have worked together to create a curriculum for people looking to grow their careers in revenue management. The authors of this course are the HSMAI Revenue Advisory Board. Read more about the hotel leaders who helped create this course.