TEAM 4Alisa Hodel, Ray Moore, Jeannie StewartHotel in-room amenities survey

Business and leisure travelers who regularly stay in hotels make conscious decisions as to which hotels they will stay in (Vuthipongse, 2011). These decisions are usually based upon past experiences, recommendations, advertising, and hotel characteristics (Vuthipongse, 2011). Hotel characteristics are generally recognized as amenities. Amenities are the extra items, facilities, and services made available to guests that are not included in the basic accommodations of a hotel room (Griffin, Shea & Weaver, 1996, p.65). To meet the desired needs of hotel guest, and to choose the best target markets, a Hotel in-Room Amenities Survey that included ten questions was created and eighty-two respondents completed the survey. The survey scores were recorded and analyzed in the following report.

1

82% of survey respondents spent nights in a hotel for leisure purposes and 60% for business purposes. 32% of the business and 45% of the leisure travelers stayed a either 3-5 or 6-10 nights in a hotel. While the number of business travelers surveyed is smaller than the number of leisure travelers surveyed it is interesting to note that 1% more of the hotels stays greater than 16 times a year is made by business travelers.

Thirty four percent of the survey respondents consider in-room amenities to be significant and very important when making a hotel reservation. Twenty six percent rated the importance of in-room amenities with a four which is important. This clearly shows that someone staying in a hotel is likely to choose which hotel to stay in based on the in-room amenities available.

2

BUSINESSLEISURE1. Wi-Fi1. Wi-Fi2. Coffee Maker and Coffee2. Coffee Maker and Coffee3. Safe with Key or Keypad3. Bottled Water

Three Top Amenities Travelers Cannot Live Without

3

Central Tendencies &Measures of VariabilityAmenityMeanMedianModeRangeStandard DeviationBottled Water42162.19Coffee Maker and Coffee4.55762.26Extended Cable43362.1High Thread Count Sheets4.54461.97Luxurious Bath Towels44361.73Pillow Variety4.54361.91Premium Cable45762.89Refrigerator55761.95Safe with Key/Keypad44462.08Wi-Fi5.57762.44

Wi-Fi received the highest mean score, followed closely by the refrigerator. The lowest variance is luxurious bath towels, with a standard deviation of 1.73, and the highest is premium cable with a standard deviation of 2.89. Target markets can focus on items with the greatest variance to attract the largest number of customers (Winer & Dhar, 2011).

4

Payable Amenity Fees

Survey respondents scores showed that 26% of business travelers and 30% of leisure travelers would pay $1-$5 dollars for their preferred hotel in-room amenity. 23% of business travelers and 15% of leisure travelers would be willing to pay $6-$10 for their preferred amenity; 24% of business travelers and 32% of leisure travelers said they would be willing to pay $0.

5

Demographics

Analysis Commentary:Almost 2/3 of respondents who stay in hotels for leisure and business are female, have a university degrees and state that Wi-Fi is a necessary in-room amenity for them to stay in a hotel.

6

Target MarketsFemales with a CollegeDegree25-34 Year Olds Traveling ForBusiness

Our team chose to target females with a college degree because the majority of respondents to our survey were female with masters or bachelors degrees. They travel frequently and stay in hotel rooms for both leisure and business purposes. This group of respondents chose Wi-Fi as their number one important amenity. These tech-savvy, business professionals will most likely travel for a lot the future. If traveling for business they are most likely to be established in their careers and if traveling for leisure they are most likely traveling with family. Either scenario leads to the conclusion that they will be traveling and staying many more nights in hotels in the future (lifetime value). Providing this target market with the desired top in-room amenities will meet customer needs and prove to be profitable for the hotels. We chose this target market due to demographics, lifestyle, lifetime values and attitude towards technology (Winer & Dhar, 2011).

25-34 Year Olds Traveling for BusinessOur team chose to target 25-34 year olds traveling for business because this group frequently and stay in hotels for both leisure and business purposes. This target market was chosen based upon demographics (gender and age), technological savvy (generation x), lifestyle (business hotel stays), and lifetime value (young enough to work for many more years). Providing the top preferred in-room amenities for these business travelers will be profitable to the hotel. This target market of 25-34 year old travelers are tech-savvy and educated (majority have bachelors degrees), they are the next affluent generation with future spending power (Winer & Dhar, 2011). I

7