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41% of consumers find deals top differentiator: Accenture

Accenture Hospitality recently surveyed 12,867 customers in 32 different countries about how they choose which hotel to stay at and found that price played a more prominent role in consumers’ purchasing decisions than in other industries.

Accenture’s findings included:

  • 41% of customers find offers (deals) as a top differentiator when choosing a hotel
  • Hotel and lodging customers show the highest inclination to shop for better deals (45%) alongside retailing
  • The majority of customers surveyed (62%) did consider two or more companies or did not have a precise idea – highest proportion across industries
  • 41% of consumers use their mobile device frequently for online search of products and services, and 33% eventually used these devices to make online purchases. Convenience, faster use and better price are drivers of this choice
  • Hotels and lodging customers have the highest satisfaction level (36%), intent to buy more from their providers (24%) and advocacy (32%) of all sectors covered
  • Convenience, customer service and service quality drive satisfaction most while a skilled workforce and product range are also deemed to be equally important by customers
  • While a decrease across all industries in the delivery of tailored experience was felt by customers, hotel and lodging companies are considered at the top compared to all other sectors in terms of customer experience
  • Loyalty program participation is at 24% for the hotels and lodging sector and effectiveness of these programs measured by customers’ persuasion to stick to companies is at the higher end compared to other sectors, close to 60%
  • 75% of customers in hotels and lodging have done business with two or more providers over the last three years; only 14% stayed loyal to one company
  • Just under 1/5 of customers say they have stopped doing business with one hotel/lodging company completely and shifted to a different one
  • About 3 out of 4 hotel and lodging customers state that they evaluate/consider doing business with other companies more often today than in the past, and this represents one of the highest proportions across all industries

“45% of consumers consider shopping around for a better deal in the hotels & lodging industry. This was one of the highest levels across all the industries that we surveyed,” said Umar Riaz, Accenture’s managing director – hospitalityNorth American lead. “Hotel companies need to put to use the vast of data that they have on their customers to drive greater loyalty. From customizing offers, to customizing the stay, hotel & lodging companies need to invest in analytic capabilities which will lead to higher levels of customer loyalty. This is untapped potential that other industries have realized can deliver for significant competitive advantage.” 

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