survey says - bedandbreakfast.com · survey says: thousands of travelers and innkeepers share the...

Survey Says:Thousands of travelers and

innkeepers share the inside scoop

Let’s take a look…

Are you in touch with the

needs of today’s travelers?

Survey Methodology

• Surveys sent at the end of each quarter.

• One survey to U.S member innkeepers.

• Similar survey sent to recent consumer

subscribers (B&B travelers).

• 600 innkeeper, 1500 consumer responses.

• Age filters reveal consumer trends.

• Focus changes quarterly to reflect trends.

So what do B&B travelers

want?

Inngoers say:

Somewhere between important and essential:

• Online reservations: 90%

• Professional ratings/reviews: 89%

• Consumer reviews: 97%

• Photos: 99% -- and 40% won’t book without them.

Listen to your guests!

Guess who’s coming? Boomers

dominate, but Gen X/Y significant

Innkeepers say

Filtered by age

Guests: Online res

When booking a B&B, do you prefer to speak with the

innkeeper first or just reserve immediately online?

• Significant preference for online reservations for all ages; essential for

potential guests under 35.

• Without online reservations, you are missing a huge number of reservations.

• Make sure your “BOOK NOW” button is prominent throughout your site, and

that the booking path is easy and clear.

Guests: Online Res

Innkeepers say

Guests: Reviews

More on ratings/reviews

Guests: Reviews

Guests: Reviews

Photos vital to Gen X/YLots of sharp, clear, high-resolution,

attractive photos essential for conversion.

Guests: Photos

Over 50% say online res very

important or vital; almost 50%

won’t book without photos

Consumer survey, Q3, 2010

Q3, 2010 consumer survey results

Guests: Travel Plans


Business improving

Advance weekend reservations?

Surprisingly little variation by age:


Same story on week-long getawaysNot surprisingly, seniors (less likely to have job/kid

responsibilities) need less advance planning time.


Who’s traveling and how far?

• Younger travelers stay closer to home (60% while older

folks have more time for distant destinations.

• If most of your guests are coming from a 150-radius,

make sure you have what younger travelers want!


Tell us a little about your tastes in terms of décor;

please view these four images:

Guests: Decor

Using these four images, select the room that

you would stay in if you could only choose one.

Guests: Decor

Your taste? Or guests’ preferences

Innkeepers: Decor

Are you losing

reservations

from younger

folks who look

at your website

and leave?

Innkeepers :

Decor

Guests: Amenities


Amenities: Age breakdownFree Wi-Fi is a major factor for all age groups, even the 65+, as is

the option for a late arrival check-in.

Guests: Amenities

TV and free snacks popular with all ages.

Most important amenities? (con’t)

Guests: Amenities

Which amenities are most important in

choosing a place to stay?

• All travelers agreed that flat-screen TVs,

fireplaces, whirlpool tubs, and steam

showers would be “nice to have.”

• Wi-Fi is similarly rated by the largest

majority of all ages except the 65+ group,

many of whom found it unnecessary.

• Gen X and Gen Y travelers indicated

that an adequate electrical outlets was

important, due to the need to charge

phones, iPods, and other tech toys.

Guests: Amenities

Charge me up!

Amenities: 53% have changed for

Gen X/Y

Innkeepers say

What about breakfasts?

• Almost all travelers prefer full breakfast to

continental.

• 90% of survey respondents felt that B&B

breakfasts are a top amenity.

• Organic food is more important to the

Gen-X and Gen Y than to older travelers.

• A low-fat option would be "nice to have“ for

all age groups.

Guests: Breakfasts

Breakfast: 34% changed for Gen X/Y

Innkeepers say

Policies: 31.5% changed for Gen X/Y

Innkeepers: Policies

Consumers: Smart phones

Significant growth

area; expect last-

minute reservations

Consumers: Smart phones

Minimal

change in

adoption

rates

Innkeepers : Smart phones

Clear increase

in usage:

44% to 59%


Evolving

growth

area!


Use of smart

phones to

make online

doubled

B&Bs vs. hotels

If you’ve got it, flaunt it!

What are U.S. innkeepers

experiencing in terms of

international guests?

International guests

Comments about differences

• Easier to please, not as picky as Americans

• Understand the B&Bs; less hand-holding

• Prefer less-sweet breakfasts; like yogurt,

cheese, toasting breads

• Prefer smaller rooms, less AC

• Don’t mind sharing bathroom

• Enjoy afternoon tea (by the pot!)

• In-room slippers (washable)

• More energy-conscious

• Cultural differences


General comments

• Typically delightful, enjoy U.S. experience

• Easy to talk to, enjoy conversation

• Very active; love to walk, hike, etc.

• Respectful; less spoiled/rude than U.S.

guests

• Provide language assistance, tipping advice

• Very interested in culture, history


More survey comments

• “Our Spanish language translation is by far the most viewed and used; French is second. Need German too, because German guests are excellent visitors, likely to stay on in our area.”

• English make reservations, Germans, never; stop in and stay 2-4 nights.

• Some Europeans book ahead on set itinerary; others (more price sensitive) book as they go.


So what’s the take-away?

• Adding online reservations, reviews, great

photos will increase your reservations with

all age groups, especially younger travelers.

• Gently updating and de-cluttering décor will

also have a positive effect.

• Add and highlight popular amenities.

• Genuine hospitality means putting guests’

needs first.

• Translated sites assist international guests.

Thank you!

Questions? Please contact us:

[email protected]; 800-

GO-B-AND-B

[email protected]: 866-565-

1800

Photo credits: Jumping Rocks

Photography

mailto:[email protected]

mailto:[email protected]

survey says - bedandbreakfast.com · survey says: thousands of travelers and innkeepers share the...

Documents