A recent study demonstrates the importance of perceptions among business travelers. Safety and comfort are the two elements most valued by them.
by: Glenn Withiam*
In many parts of the world, women now represent a large proportion of business travelers. The number continues to grow and hotel managers, among other professionals in the tourism industry, are looking for ways to ensure their satisfaction with accommodation in their hotels.
Many researchers, both in industry and academia, have inquired about what women look for when they stay in a hotel, but these studies usually focus solely on whether or not women want a particular hotel feature or service. So far the results have been, at best, inconclusive.
A new study, published by the Cornell Center for Hospitality Industry Research, takes a different look at the issue. Professor Judi Brownell has proposed an approach that takes into account the relationship between customer satisfaction and the overall emotional effect that hotel characteristics and services have on them.
Benefits of added values
Brownell's study, titled "How to Create Value for Business Travelers: Focusing on Emotional Outcomes," can be obtained at no cost at the Cornell Center. Brownell acknowledges that women greatly appreciate certain hotel features, such as room service or guarded parking lots. However, based on the results of their research, each of these characteristics taken in isolation fully explain what satisfies business travelers.
This study moves away from specific features and services and deals with understanding the big picture of what business travelers would like to get. Based on her research, Brownell concluded that the emotional effect of a hotel stay is an important consideration for female business travelers, far more so than it is for their male peers.
Adding details
At the end of her study, the researcher found four emotions or sensations that are important for women: the feeling of security, the feeling of comfort, the feeling of being able to choose and the feeling of being valued.
Brownell then assessed how hotel-specific features or services fit with those four emotional outcomes, using a survey of hotel managers to determine their perception of what business travelers are looking for when staying at a hotel. Managers pointed out that safety was the most important concern. This feeling was connected with specific features such as covered parking, security locks, well-lit hallways, latch locks, frequent security rounds, security cameras and good location of the rooms.
The feeling of being able to choose includes features such as availability of in-room exercise machines or 24-hour exercise facilities, room service, an executive lounge and spa service at the hotel, including the possibility of ordering an in-room massage.
The feeling of comfort is connected with a large bathroom with bath and shower, a bathrobe, a quiet room and a bed with soft and fine fabric lingerie, as well as different types of pillows.
Finally, the feeling of being valued is associated with a luxurious environment, the best quality bathroom products, flavored coffee or tea, personalized stationery, fresh flowers and magazines in the room that reflect the interests of the travelers.
The presence or absence of any particular characteristic does not mean that women will be more or less satisfied with staying in a given hotel. Conversely, what Brownell's study demonstrates the importance of carefully considering what guests want and then offering those features in an overall package that meets their emotional needs as much as their physical needs.
The model created by Professor Brownell to capture this effect demonstrates this connection between hotel services and the emotional reaction that guests have in front of the hotel. Whether it's a man or a woman, what you don't want your guests to do is look at your hotel and say, "Your employees' performance was good, but I didn't like the hotel." Rather, be sure to show that you care about your customers by using a comprehensive view that combines words, actions, and services.
* Director of Publications for the Cornell Center for Hospitality Research.
