Thursday, April 24, 2014

Building Hotel Brand Loyalty - The Business Traveler

The business traveler is a lucrative niche hotel market and presents the most obvious place to start building brand loyalty for hoteliers. It is crucial for hotels to gain and keep the loyalty of business travelers, since they can make up the majority of business for some establishments, especially during mid-week. The business traveler is not looking to pay top dollar, but expects quality and value, with many having to turn in an expense report after the trip.

Top at the list of hotel requirements for all business travelers is service. In survey after survey, service is what is most important to the business traveler. This includes every aspect of hotel guest services, from room service to laundry. The expectation is an attentive staff available anytime day or night. The next most important items to the frequent business traveler are an extremely comfortable bed accompanied with wonderful pillows, and a nice shower.

 

Here are some more business traveler pleasing items:

  • Free high-speed Internet that is truly high-speed.
  • Free breakfast room service.
  • Free bottled water.
  • Early check-in, late checkout ability.
  • Express checkout, preferably by mobile device, along with friendly and efficient front desk staff.
  • Coffee maker in room.
  • Nice towels.
  • Newspaper at door in the morning.
  • Larger televisions.
  • Quicker valet service.

 

This is all from a survey of business travelers conducted by LMA Communications.

The business traveler does not appreciate being charged for every little service or perk. They expect a high level personalized service whenever they need it and require comfort and convenience in every aspect of the room space. This market segment may be the most important for hotel marketers to reach out to and please, essential for hotel brands looking to earn brand loyalty


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