差旅酒店忠诚度个性化营销报告.pdf

IN PARTNERSHIP WITH Personalization in Corporate Travel LodgingBooking Behavior Copyright 2018, All Rights Reserved. On average, business travelers consider different hotels before making their decision spent more than 30 minutes shopping for the last hotel they stayed at 51% 3 How Hotels are Booked 33% 12% Companys TMC or Travel Department 16% Companys OBT Hotels Website 12% Calling or E-mailing the Hotel 27% Online Travel AgencyCustomization in Booking Business travelers want their search to be prioritized by: is the average comfort level when it comes to their company using shared information to provide personalized hotel options while shopping Copyright 2018, All Rights Reserved. Favorite Hotel Brands Proximity to Work Engagement Types of Hotels Stayed at in the Past Specific Hotels Stayed at in the Past Hotels That Fit Their Companys Travel Policy 42% 41% 38% 37% 31% 7 out of 10Customization in Loyalty Copyright 2018, All Rights Reserved. of business travelers say loyalty program benefits are important in the decision to book a hotel 49% of business travelers prefer rewards they can use during their business trips, while 43% prefer rewards they can use for future business travel 82% 71% of business travelers have a loyalty membership have filled out a custom loyalty profile with their preferences have different profiles for business and leisure trips Of Those With a Loyalty Membership. 86% 65% Top 5 Rewards of Loyalty Membership: Earning Free Nights Room Upgrades Reward Redemption Flexibility Express Check-In Service Perks % who ranked within the top 3 of 9 options 30% 38% 40% 46% 47%Personalized Guest Experiences their preferred hotel amenities 55% travel details such as arrival or appointment times 42% their favorite types of restaurants or entertainment 39% Copyright 2018, All Rights Reserved. of business travelers say having a personalized guest experience is important to them 8 out of 10 is the average comfort level with hotels using shared information to provide a personalized guest experience 84% What Travelers Want Out of a Personalized Guest Experience: What Travelers are Willing to Share for a Personalized Experience: 58% 57% 50% 40% Special Deals or Offers Restaurant Suggestions Entertainment Suggestions Transportation SuggestionsPersonalized Communication Copyright 2018, All Rights Reserved. Preferred Method of Communication Before, During, and After Trip During Before After 42% 29% 53% 22% 24% 21% 20% 20% Mobile Chat or App Phone Text Email 18% 15% 24% 10% were asked to provide feedback by email after their last trip 57% were asked to provide feedback by text message after their last trip 26% were asked to provide feedback by push notification after their last trip 19% (66%) of business travelers provided feedback for their most recent stay 2 out of 3About GBTA Omni Hotels & Resorts exists to give guests an authentic feel for the local flavor in leading business gateways and leisure destinations across North America. From exceptional golf and spa retreats to dynamic business settings, each Omni property blends seamlessly into the local culture while featuring four- diamond services, signature restaurants, WiFi connectivity and unique wellness options. At Omni, we dedicate ourselves to leaving a lasting impression with every guest through award-winning, personalized service. And to demonstrate our appreciation to those who are loyal to us, we offer a heightened level of recognition and rewards through our Select Guest loyalty program and the companys Power of One associate empowerment program. About Omni The Global Business Travel Association (GBTA) is the worlds largest professional association representing the $1.4 trillion business travel industry. Our global membership includes 9,000-plus business travel professionals from every continent. Collectively, our members directly control more than $345 billion of global business travel and meetings expenditures annually, and also represent every facet of the global travel industry marketplace. Methodology Online survey of 500 business travelers in the United States. Survey fielded between May 22, 2018 and June 1, 2018 Respondents qualified if they:Were employed full-time or part-time.Traveled for business in the past year.Stayed at a hotel during their last business trip. Copyright 2018, All Rights Reserved.