Business View Caribbean | October 2020

7 BUSINESS VIEW CARIBBEAN OCTOBER 2020 Do more to make your property stand out Cost remains the biggest consideration point for booking a hotel, a consistency seen across many Expedia Group studies throughout the last several years. Finding the right rate was the top selection for all generations when considering a booking (40%), followed by the property’s location. More than eight out of ten travelers said hotels in similar price ranges look the same online and that they must do more to stand out. This crossed generational lines – showing that overall, hotels are not doing enough to make their properties unique and differentiated. Hotel properties can differentiate themselves from their competitive sets today by offering flexible cancellation polices as well as incentives for early bookings, including discounts for longer bookings, as travelers are looking for extended stays to get away from home. Adding an experience to a booking – from in-room breakfast with mimosas, free parking or a spa discount – can also go far. Reputation and cleanliness are the key Nearly three-quarters of travelers read reviews before booking a property. Reviews make an impact, especially to the heavily socially- influenced millennials and Gen Z, who showed slightly higher consideration for a property based on reviews. Baby boomers were the least likely to read reviews, with one-third skipping this step entirely. In addition, 80% of travelers believe that, if the hotels don’t respond to negative property reviews, this review must be truthful, thereby damaging their consideration. The most influential and impactful reviews rated by the respondents were about “room cleanliness” and “overall condition of the hotel.” Aligned with the focus on cleanliness in reviews, a recent Expedia Group and BVA BDRC study showed that more than 50% of travelers now expect hand sanitizer to be available throughout the hotel, with half also expecting more enhanced cleaning regimes, and hotel brand cleanliness standards. To inform potential guests about their safety matters, hoteliers can now add their health and hygiene policies to listings on Expedia Group sites. Image and online presence Now more than ever, travelers are dreaming of their next trip. Nearly half of travelers look at 10 or more photos of a property, however one- fifth of millennials and Gen Z looking at 15-plus photos. Hotels should do their best to visually represent their property benefits, helping encourage guests in the dreaming or research phase of their travel journey to book. The photo score in Expedia Group Partner Central helps hoteliers quickly identify which photos are missing and ways to highlight all the unique features of your rooms. However, pictures are less important if a hotel is only targeting baby boomers, as one-third of them will look at five or fewer photos. Contact with travelers According to the study, most travelers (70%) want to receive information regarding amenities prior to check-in. Hoteliers can use our messages tool to send out communication in advance of arrival letting guests know of any new practices or changes to amenities that may impact their stay, reducing the risk of mis-matched expectations. Nearly 60% of travelers across all generations are willing to share their arrival time, along with any special needs, in advance, in order to improve their stay. OPENING L INES