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Survey

New research suggests the design and connectivity are key to attracting millennial hotel guests

Hamish Kilburn

To understand how hoteliers can win over the most competitive demographic in the hospitality sector – millennials – hotel furniture manufacturer Knightsbridge Furniture surveyed 1,000 18 – 34-year-olds to understand just how important design is in the modern hotel… 

A recent survey, carried out by Knightsbridge Furniture, revealed that an overwhelming 87 per cent of consumers aged between 18 – 34 years old cited the interior design as important when booking a hotel, with 81 per cent identifying a ‘cool bar’ as a critical factor in their choice.

The research also highlighted the power of social media as a communication tool – a topic that Hotel Designs covered a few months ago with Designing Instagrammable –  with 76 per cent professing to have shared an image of a hotel (including bar, pool, restaurant, bedroom) that they have stayed in. Furthermore it is a signifier of good taste, with 83 per cent stating that they booked a hotel because they had seen images from someone they follow on social media. 73 per cent check the social media feed of hotel before booking and one in three would be put off booking altogether if a hotel had no social media presence.

“49 per cent would be put off if they couldn’t book instantly online.”

A considered design scheme could also be part of the solution for hoteliers wanting to build a loyal following among the ‘millennial generation’. As whilst 82 per cent of millennials stating a preference for experiencing a new hotel each year, a significant 42 per cent will return for an impressive design.

Website performance was another key area of investment for hotels – which is another topic that Hotel Designs has put in the spotlight recently with its Marketing in the Modern Age series of features. More than half of millennials would be put off booking a hotel if the website was difficult to use, 49 per cent would be put off if they couldn’t book instantly online.

“Thriving hoteliers recognise the necessary investment in design, furniture and finishes to keep this audience returning,” said Alan Towns, Chief Executive Officer, of Knightsbridge Furniture.” Equally important is the management of social media channels and vitally, having the best Wi-Fi in town!”

Main image credit: Knightsbridge

“There’s no place like home,” or not according to latest survey

Hamish Kilburn

Gen z (18 – 24-year-old) travellers have visited more places overseas than UK destinations, a recent survey reveals…

Travellers aged 18-24 have visited more overseas destinations in the last five years than they have in the UK, according to a new study by Best Western Great Britain, suggesting that more attention needs to be made into the design direction – and facilities – of hotels in Britain.

The research explored UK travel trends, revealing the holiday habits of the nation and the main influences on their choice of holiday destination.

The study found that people between 18 and 24 years old have seen more destinations abroad than they have in the UK. This generation, on average, has visited four places overseas, while only visiting two locations in their home country.

It’s not all bad for Blighty though. In general, one in four people surveyed (25 per cent) say they have visited three UK destinations in the past five years, whilst a similar amount (24 per cent) said that they haven’t visited any overseas destinations, indicating that UK tourism is still alive and well, despite global travel taking priority among younger travellers.

People aged over 55 years are the most likely to have not visited a destination abroad in the last five years (29 per cent). This decision could be down to the price difference between a UK and international break, with this age group stating price as the main influence that persuades them to visit a UK tourist destination.

The research also explored Brits’ major motivations for choosing their holiday destination. Over half (57 per cent) of those in Yorkshire stated that they are most influenced by price when considering a vacation – just higher than the national average of 54 per cent.

The top 10 influences on booking a UK break are:

  • Price (54 per cent)
  • Attractions/landmarks (52 per cent)
  • Views (49 per cent)
  • Hotels / accommodation (39 per cent)
  • Weather (39 per cent)
  • Food and drink (29 per cent)
  • Culture (23 per cent)
  • Accessibility i.e. good transport links (22 per cent)
  • Proximity to home (19 per cent)
  • Nostalgia (19 per cent)

Rob Paterson, CEO at Best Western Great Britain, said: “It was fascinating to learn which factors Brits consider the most when choosing where to travel.

“Sometimes we can be guilty of prioritising overseas travel and forgetting about the wonderful places closer to home. Staycations allow you to get away and explore our beautiful country, without the usual high costs and stress of travelling abroad. There is more to explore in Great Britain so for your next holiday, why not consider visiting some of our own brilliant destinations?”

The survey launches after another study concluded that 95 per cent of travellers would, these days, rather spend money on a luxury experience rather than a luxury product. 

Main image credit: Pixabay

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Hotel Designs Reader Survey 2017-2018

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Here at Hotel Designs, we like to provide content that is both engaging and useful for our audience.

As we continue to move forward, we’d like to get some feedback from our readers in order to continue bringing you what you want to see.

Our 2017-2018 reader survey gives you the chance to let us know what content you currently like and content you want to see more of, as well as suggesting other topics you would find the most useful. We are continuing to evolve the HD brand, so it’s important to us that we listen to what our readers want and need from the website.

We would be grateful for just 5-10 minutes of your time to share your thoughts here: https://www.surveymonkey.co.uk/r/HDreadersurvey