ft travel gist 2012
DESCRIPTION
FT Travel GIST 2012. Mari Matoba US Manager, Customer & Market Insights Anna Tatham Community Manager, Customer & Market Insights. FT Travel GIST 2012: Topics Covered. 2. 2012 Brands Tracked Hotels. GLOBAL. US. EUROPE ONLY. ASIA ONLY. NB : Some brands only tracked regionally. - PowerPoint PPT PresentationTRANSCRIPT
FT Travel GIST 2012
Mari MatobaUS Manager, Customer & Market Insights
Anna TathamCommunity Manager, Customer & Market Insights
2
2
1 Background & Methodology
2 Booking & Decision Process
3 Industry Sentiment
4 Trip Frequency, Spending & Front of Plane
5 Budget Expectations
6 Brand Familiarity
7 Important Attributes When Selecting Airlines/ Hotels
8 Brand Ratings Against Attributes
9 Loyalty / Rewards Programs
10 Media Usage
FT Travel GIST 2012: Topics Covered
NB: Some brands only tracked regionally
GLOBAL
EUROPE ONLY
ASIA ONLY
US
2012 Brands TrackedHotels
NB: Some brands only tracked regionally
GLOBAL
EUROPE ONLY
US ONLY
ASIA ONLY
2012 Brands TrackedAirlines
5
Background & Methodology
6
Measures 24 Airlines and 24 Hotels
Sample Recruited from the FT Feedback Forum (FT global panel) and FT.com
Survey live from June 20- July 5, 2012
Incentive prize draw for one check valued at £200
Sample: 1,244– Leisure: 708– Business: 536
Specific Areas Explored
Travel plans, sentiment Familiarity and ratings of brands Brand performance on each attribute
2012 FT Travel GIST
2012 FT Travel GIST n=1244
7
Regional Breakdown
Global 1244
UK 397 32%
CEMEA 373 30%
USA 277 22%
Americas ex. USA 62 5%
Asia Pacific (& ROW) 129 10%
Other 6 0%
Gender
Male 775 85%
Female 127 15%
Working Status
Working/ Looking for Work 877 72%
Retired 206 17%
Student 20 2%
2012 Travel GIST Respondent ProfileRegional Breakdown, Gender, Working Status
2012 FT Travel GIST n=1244
82012 FT Travel GIST n=1244
Job Industry
Any Financial Services 192 23%
Education/ Health 100 13%
Law/ Management Consulting 82 10%
Government/ Politics/ NGO 62 8%
Media/ PR/ Marketing 60 7%
IT/ Telecoms 56 7%
2012 Travel GIST Respondent ProfileJob Industry, Job Title, Company Size
Job Title
Any C-Suite 311 37%
Board Member/ VP/ Other Managerial 189 22%
Company Size
Mean 3,347
Under 1,000 Employees 483 59%
1,000+ Employees 326 41%
9
Household Income
Less than £49,999 / €74,999 / US$99,999 230 33%
£50-99,999 / €75-149,999 / US$100-199,999 236 34%
£100-249,999 / €150-374,999 / US$200-499,999 170 25%
£250-499,999 / €375-749,999 / US$500-999,999 40 6%
£500,999+ / €750,000+ / US$1m+ 15 2%
Mean £122,033
2012 Travel GIST Respondent ProfileHousehold Income, Net Worth
Net Worth Excluding Main Residence
Less than £49,999 / €74,999 / US$99,999 242 28%
£50-249,999 / €75-374,999 / US$100-499,999 233 28%
£250-499,999 / €375-749,999 / US$500-999,999 125 15%
£500-999,999 / €750-1.49m / US$1-1.9m 98 12%
£1-1.9m / €1.5-2.9m / US$2-3.9m 81 10%
£2m+ / €3m+ / US$4m+ 62 7%
Mean £626,255
2012 FT Travel GIST n=1244
10
Business Travel Respondents Leisure Travel Respondents
86% Male/ 14% Female
88% Working Full/Part Time
39% C-Suite Executives
81% Also Travelled for Leisure/ on Holiday
Mean HHI $269,291
Mean Net Worth $1.2m
Regional Distribution:
20% USA
28% UK
35% CEMEA
12% Asia
86% Male/ 14% Female
63% Working Full/Part Time
35% C-Suite Executives
37% Also Travelled on Business
Mean HHI $216,684
Mean Net Worth $1.3m
Regional Distribution:
24% USA
35% UK
26% CEMEA
9% Asia
2012 FT Travel GIST n=1244
2012 Travel GIST Respondent ProfileBusiness Vs. Leisure Respondents
11
Hotel Brand Familiarity
12
Q. How familiar are you with each of the following hotels?
65%56%
52%52%
45%33%32%31%
22%21%
18%18%18%
14%14%
11%7%
22%18%
10%9%
6%6%
28%35%
32%31%
38%37%
27%31%
21%22%29%
23%20%
21%21%
18%17%
33%29%
27%18%
22%17%
9%14%
28%33%
36%40%
25%37%53%
35%38%37%
41%34%
36%33%
37%34%
10%48%
1%2%
1%8%2%
17%32%
15%6%
27%28%27%
29%42%
9%20%
27%40%
63%29%
15%17%
7%HiltonMarriott
HyattIntercontinental
SheratonFour Seasons
Park HyattRitz CarltonShangri-La
Leading Hotels of the WorldMandarin Oriental
Waldorf AstoriaPeninsula
ConradSt. Regis
Taj HotelsJumeirah
Radisson Edwardian (inc. The Mayfair)Oberoi Hotels and Resorts
Banyan TreeThe Luxury Collection
LeelaDorchester collection
Very familiar Somewhat familiar Know the name only Never heard of the hotel
Hotel FamiliarityGlobal Business
FT Travel GIST 2012; Business Travelers n=536
13
Q. How familiar are you with each of the following hotels?
80%
79%
74%
65%
56%
49%
48%
45%
33%
30%
28%
20%
17%
13%
12%
9%
8%
7%
18%
19%
25%
31%
31%
30%
38%
27%
25%
30%
22%
16%
36%
21%
22%
18%
25%
14%
2%
1%
20%
15%
18%
38%
29%
24%
34%
33%
39%
19%
33%
40%
27%
4%
10%
3%
10%
25%
30%
14%
28%
47%
40%
27%
52%
4%
9%
2%Marriott
Hilton
Hyatt
Sheraton
Intercontinental
Ritz Carlton
Four Seasons
Park Hyatt
Waldorf Astoria
St. Regis
Peninsula
Shangri-La
Mandarin Oriental
Conrad
Leading Hotels of the World
The Luxury Collection
Taj Hotels
Jumeirah
Very familiar Somewhat familiar Know the name only Never heard of the hotel
Hotel FamiliarityUSA Business
FT Travel GIST 2012; Business Travelers n=536
14
Hotel Brand Usage
15
58%46%
33%
32%
32%
23%
16%
15%
15%
11%
10%
8%
8%
6%
6%
5%
5%
4%
3%
2%
1%
1%
1%
50%
41%
38%
40%
38%
37%
21%
24%
20%
20%
13%
16%
21%
11%
16%
16%
16%
10%
4%
6%
3%
1%1%
HiltonMarriott
HyattIntercontinental
SheratonFour Seasons
Leading Hotels of the WorldPark Hyatt
Ritz CarltonShangri-La
Radisson Edwardian (inc. The Mayfair)Conrad
Mandarin OrientalSt. Regis
Taj HotelsPeninsula
Waldorf AstoriaJumeirah
The Luxury CollectionDorchester collection
Banyan TreeLeela
Oberoi Hotels and Resorts
Stayed with past12 months
Consider stayingwith next 12months
FT Travel GIST 2012; Business Travelers n=536
Stayed/ Would Stay For Business Next YearPrevious Usage vs. Usage Consideration
Q. Which of these hotels have you stayed with for business over the past 12 months, or consider staying with for business over the next 12 months?
16
Hotel Brand Opinion
17
34%
31%
27%
24%
23%
22%
19%
19%
18%
18%
18%
17%
16%
15%
14%
13%
13%
31%
27%
27%
24%
29%
30%
44%
44%
44%
29%
22%
21%
43%
20%
41%
25%
19%
33%
41%
44%
50%
45%
46%
34%
29%
36%
51%
56%
58%
36%
63%
41%
60%
62%
1%
2%
2%
7%
2%
2%
2%
3%
5%
2%
4%
2%
4%
1%
1%
1%
1%
1%
1%
1%
1%
1%
2%
2%
1%
1%
2%
1%
Four Seasons
Ritz Carlton
Mandarin Oriental
Peninsula
Shangri-La
Leading Hotels of the World
Hyatt
Hilton
Intercontinental
Park Hyatt
Waldorf Astoria
Taj Hotels
Marriott
St. Regis
Sheraton
Conrad
Jumeirah
5 - Very Favourable 4 3 - Neither favourable nor unfavorable 2 1 - Very Unfavourable
Hotel FavorabilityGlobal Business Hotels
Q. Based on your experiences or overall perceptions, please rate each of the following hotels in terms of your overall opinion of it for business travel.
2012 FT Travel GIST; Business Travellers Name Only/ Somewhat / Very Familiar With Brands n=240-441
18
49%
44%
37%
33%
26%
26%
21%
21%
21%
21%
21%
20%
18%
18%
13%
11%
9%
7%
22%
32%
23%
18%
30%
24%
47%
47%
45%
29%
16%
36%
39%
29%
13%
20%
23%
45%
27%
22%
41%
47%
45%
48%
30%
27%
29%
47%
58%
42%
38%
49%
71%
65%
63%
42%
1%
3%
5%
5%
3%
3%
2%
6%
4%
3%
4%
4%
1%
2%
2%
1%
1%
5%
Ritz Carlton
Four Seasons
Peninsula
Mandarin Oriental
St. Regis
Waldorf Astoria
Intercontinental
Hilton
Hyatt
Shangri-La
Taj Hotels
Park Hyatt
Marriott
Leading Hotels of the World
Conrad
Jumeirah
The Luxury Collection
Sheraton
5 - Very Favourable 4 3 - Neither favourable nor unfavorable 2 1 - Very Unfavourable
2012 FT Travel GIST; Business Travellers Name Only/ Somewhat / Very Familiar With Brands and Live in the USA n=45-95
Hotel FavorabilityUSA Business Hotels
Q. Based on your experiences or overall perceptions, please rate each of the following hotels in terms of your overall opinion of it for business travel.
19
Important Attributes When Selecting Airlines/ Hotels
20FT Travel GIST 2012; Business Travelers n=536
Importance of AttributesHotels for Business
Business Hotel Attributes
1. Convenient location 7. Facilities (gym, pool, spa)
2. Quality of service/ staff efficiency 8. Part of a recognized global chain
3. Value for money 9. Loyalty / Rewards program
4. Luxury / Comfortable rooms 10. Bar & restaurant
5. Tech available in the room for working 11. Business centre
6. Quality of food & drink 12. Entertainment facilities avail. in room
Q. When choosing a hotel for business travel, how important are each of the following attributes?
21
58%
47%
44%
29%
28%
18%
13%
13%
13%
10%
10%
6%
36%
39%
39%
43%
40%
39%
28%
27%
27%
30%
28%
16%
13%
15%
21%
23%
30%
31%
36%
35%
37%
36%
40%
5%
11%
11%
10%
12%
12%
19%
5%
6%
17%
14%
15%
11%
14%
19%
5%1%
1%
3%
5%
7%
2%
Convenient location
Quality of service / staff efficiency andfriendliness
Value for money
Luxury / comfortable rooms
Range of technology available in the room forworking
Quality of food and drink
Facilities (gym / pool / spa)
Being part of a recognised global chain
Loyalty / rewards programme
Bar and restaurant
Business centre
Range of entertainment facilities available in room
5 - Very important 4 3 - Neither important nor unimportant 2 1 - Not at all important
Importance of AttributesHotels for Business
Q. When choosing a hotel for business travel, how important are each of the following attributes?
FT Travel GIST 2012; Business Travelers n=536
23
Brand Ratings Against Attributes - Global
24
2012 Global Drivers of Business Hotel Usage
Convenient Location 24.4%
Range of Tech Avail in Room for Working 12.8%
Business Centre 8.2%
Part of Recognized Global Chain 3.2%
Facilities (gym/ pool/ spa) 2.3%
Loyalty/ Rewards Programme 11.4%
Value for Money 12.1%
Quality of Service/ Staff efficiency 2.0%
Range of Entertainment Facilities in Room 1.9%
FT Travel GIST 2012; Business Travelers n=536
Luxury / Comfortable Rooms 21.7%
25
2012 Global Drivers of Business Hotel Favorability
Convenient Location 17.3%
Range of Tech Avail in Room for Working 12.8%
Part of Recognized Global Chain 0.8%
Bar & Restaurant 0.7%
Quality of Service/ Staff efficiency
30.2%
Range of Entertainment Facilities in Room 6.9%
FT Travel GIST 2012; Business Travelers n=536
Luxury / Comfortable Rooms 1.2%
Quality of Food & Drink 40.7%
26
22%
19%
18%
16%
15%
14%
12%
12%
10%
8%
7%
6%
6%
6%
5%
4%
2%
Hilton
Marriott
Sheraton
Intercontinental
Hyatt
Four Seasons
Park Hyatt
Ritz Carlton
Waldorf Astoria
Shangri-La
Peninsula
Conrad
LHOWMandarinOriental
Taj Hotels
St. Regis
Jumeirah
20%
19%
14%
14%
13%
13%
13%
13%
13%
12%
12%
11%
8%
8%
7%
6%
5%
Four Seasons
Ritz Carlton
Marriott
Park Hyatt
Hilton
Intercontinental
Hyatt
Waldorf AstoriaMandarinOriental
Sheraton
Shangri-La
Peninsula
LHOW
Taj Hotels
Conrad
St. Regis
Jumeirah
Convenient Location Quality of Service/ Staff
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
27
25%
21%
16%
12%
12%
8%
7%
5%
4%
4%
4%
3%
3%
2%
2%
2%
2%
Marriott
Hilton
Sheraton
Intercontinental
Hyatt
Park Hyatt
Four Seasons
Ritz CarltonMandarinOriental
Peninsula
Conrad
LHOW
St. Regis
Waldorf Astoria
Shangri-La
Taj Hotels
Jumeirah
21%
20%
15%
13%
13%
12%
12%
12%
11%
11%
10%
10%
9%
8%
7%
7%
6%
Four Seasons
Ritz Carlton
Park Hyatt
Hyatt
Waldorf Astoria
HiltonMandarinOriental
Shangri-La
Sheraton
Intercontinental
Marriott
Peninsula
Taj Hotels
LHOW
St. Regis
Jumeirah
Conrad
Value for Money Luxury/ Comfortable Rooms
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
28
20%
19%
18%
16%
15%
15%
14%
12%
9%
9%
9%
8%
8%
6%
5%
3%
3%
Marriott
Hilton
Sheraton
Four Seasons
Park Hyatt
Hyatt
Intercontinental
Ritz CarltonMandarinOriental
Shangri-La
Peninsula
Waldorf Astoria
Conrad
LHOW
St. Regis
Taj Hotels
Jumeirah
20%
18%
13%
12%
12%
12%
11%
11%
11%
10%
10%
10%
8%
8%
7%
4%
4%
Four Seasons
Ritz Carlton
Hyatt
Park HyattMandarinOriental
Waldorf Astoria
Marriott
Hilton
Intercontinental
Shangri-La
Peninsula
LHOW
Sheraton
Taj Hotels
Conrad
St. Regis
Jumeirah
Range of Tech in Room for Working Quality of Food & Drink
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
29
18%
18%
18%
17%
16%
15%
15%
13%
12%
10%
9%
9%
6%
6%
6%
5%
4%
Hyatt
Marriott
Sheraton
Four Seasons
Hilton
Park Hyatt
Intercontinental
Ritz Carlton
Shangri-LaMandarinOriental
Waldorf Astoria
Peninsula
LHOW
Taj Hotels
Conrad
Jumeirah
St. Regis
26%
25%
24%
21%
20%
19%
19%
14%
11%
9%
9%
8%
8%
7%
6%
5%
4%
Hilton
Marriott
Sheraton
Four Seasons
Hyatt
Park Hyatt
Intercontinental
Ritz CarltonMandarinOriental
Shangri-La
Conrad
Waldorf Astoria
LHOW
Peninsula
Taj Hotels
St. Regis
Jumeirah
Facilities Part of Global Chain
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
30
24%
24%
20%
16%
14%
11%
8%
8%
6%
6%
5%
5%
4%
3%
2%
2%
1%
Hilton
Marriott
Sheraton
Hyatt
Intercontinental
Park Hyatt
Four Seasons
Ritz Carlton
Shangri-La
Conrad
Waldorf Astoria
LHOWMandarinOrientalSt. Regis
Peninsula
Taj Hotels
Jumeirah
21%
18%
17%
16%
16%
15%
15%
14%
14%
12%
11%
10%
9%
7%
7%
5%
4%
Four Seasons
Ritz Carlton
Hilton
Marriott
Hyatt
Intercontinental
Park Hyatt
Sheraton
Waldorf AstoriaMandarinOriental
Shangri-La
Peninsula
LHOW
Conrad
St. Regis
Taj Hotels
Jumeirah
Loyalty/ Rewards Programme Bar & Restaurant
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
31
22%
21%
18%
18%
16%
16%
16%
13%
10%
10%
10%
9%
8%
6%
5%
5%
2%
Marriott
Intercontinental
Hilton
Sheraton
Four Seasons
Hyatt
Park Hyatt
Ritz Carlton
Waldorf AstoriaMandarinOriental
Shangri-La
Conrad
Peninsula
LHOW
St. Regis
Taj Hotels
Jumeirah
18%
18%
18%
16%
15%
13%
13%
12%
11%
11%
10%
9%
9%
9%
6%
5%
4%
Marriott
Hilton
Four Seasons
Park Hyatt
Sheraton
Intercontinental
Hyatt
Ritz CarltonMandarinOriental
Shangri-La
Waldorf Astoria
Conrad
Peninsula
LHOW
St. Regis
Jumeirah
Taj Hotels
Business Centre Entertainment Facilities in Room
Brand Scores Against AttributesBusiness Hotels
Q. Which of the following hotels do you associate with the following attributes?
FT Travel GIST 2012; Business Travelers n=536
32
Loyalty / Rewards Programs
34
70%
86%
69%
61%
75%
Total
USA
UK
CEMEA
Asia
7 in 10 Belong to Hotel Loyalty ProgrammeQ. Please indicate which hotel loyalty / rewards programmes you belong to. Membership to any programme listed
FT Travel GIST 2012; Business Travelers n=536
35
45%
36%
34%
22%
10%
4%
3%
2%
21%
Hilton HHonors
Starwood PreferredGuest
Marriott Rewards
Hyatt Gold Passport
InterContinentalAmbassador
Ritz Carlton Rewards
Taj Inner Circle
Jumeirah Sirius
Other
Hotel Loyalty Programmes Belong ToQ. Please indicate which hotel loyalty / rewards programmes you belong to.
FT Travel GIST 2012; Business Travelers n=536
Respondents in the US really drive membership in Hilton, Starwood, Marriott and Hyatt program membership. Taj Inner Circle is driven by respondents in Asia.
36
Media Usage
37
78%
75%
58%
54%
34%
32%
12%
5%
74%
72%
75%
53%
35%
33%
27%
9%
Newspapers
PC / Laptop / Netbook
TV
Smart phone (e.g. BlackBerry, iPhone,Android)
Magazines
Tablet (e.g. iPad, Xoom)
Radio
eReader (e.g. Kindle, Nook)
Business news
General news
FT Travel GIST 2012; Business Travelers n=536
Media/ Sources Used While Travelling on Business for Business/ General News
Q. Which of the following media / sources do you use whilst travelling for business for keeping up to date with...
39
80%
37%
37%
13%
11%
77%
38%
40%
17%
13%
49%
35%
18%
11%
75%
Life & Arts Travelsection (FT Weekend)
How to Spend Itmagazine
Life & Arts on FT.com
Howtospendit.com
How to Spend It app
Variety of travelinformation
Information ondestinations
Travelinspiration
FT Travel GIST 2012; Business Travelers n=536
FT Travel Content AttributesQ. Do you strongly associate any of these FT products with any of the following?
40
62%
30%
17%
Looked for moreinformation about a
destination as a resultof reading about it inthe Financial Times /
on FT.com
Visited a destination asa result of reading
about it in the FinancialTimes / on FT.com
Booked a holiday orcontacted a company
as a result of seeing anadvert in the Financial
Times/on FT.com
FT Travel GIST 2012; Business Travelers n=536
Actions Taken in Response to Travel Content
Q. Have you done any of the following?
41
63%
46%
39%
16%
14%
57%
31%
57%
32%
48%
FT Newspaperavailable in hotel lobby
/ foyer
FT digital access viayour own personal
subscription / account
FT Newspaperdelivered to room
FT e-Paper
FT digital accessprovided by the hotel
Currentlyaccess FTcontent
Would like toaccess FTcontent
FT Travel GIST 2012; Business Travelers n=536
How Access FT Content When Travelling on a Business Trip (hotel stays)
Q. When staying in a hotel for business travel how do you currently access FT content, and how would you like to access FT content?
For more information please contact:
Mari Matoba
US Manager, Customer & Market Insight T: 212.641.6471M: [email protected]