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Hbitos y preferencias de los viajeros de negocios europeos 1Report.European Wanup 2017 Travel Loyalty Report.Insights into the habits and preferences of the European business travellerEUROPEAN EDITIONInsights from Spain, France, UK, Italy and GermanyHbitos y preferencias de los viajeros de negocios europeos 3Report.2017This study was carried out by Wanup in partnership with Alpha Research analysing a group of 25 to 55 year olds that have travelled for business at least 6 times and have stayed in a hotel at least 3 times over the last year.The study, taken between the 7th and 20th July 2017, was done via online surveys of 6,000 frequent travellers from Spain, Italy, France, Germany and the UK (1,200 respondents per country).From the statistics department, different analyses have been carried out to ensure the validity of the surveys and detect possible inconsistencies. In the case of the sampling error for the overall data, it is fixed at 1.29% and a confidence interval of 95.5%.The first study on the preferences of the European business travellerMuch market research has been carried out in the United States on hotel loyalty. This shows us how loyalty programmes form an intrinsic part of US society and how, after so many years of existence, the business traveller has become more and more demanding with regards to these programmes. The European market has always followed behind American trends. Although data from this country can guide us, its true that it doesnt reflect the reality in Europe, which doesnt have the same relationship with loyalty programmes. European culture doesnt follow the rules of miles or points but focusses more on other aspects such as the final price, and, over the last few years, the overall experience of the trip and immediate, personalised rewards something that will be explored in this study.This report aims to help us understand the level of penetration that hotel loyalty programmes have and the preferences and desires of the consumer. Because of this, at Wanup, the new European loyalty club, weve questioned the main consumer of these services: the frequent traveller, both from generation X as well as the millennial generation.Below, well detail the main data extracted from the first survey of 6,000 frequent travellers from the UK, Germany, France, Italy and Spain about their travel habits and their use of hotel loyalty programmes. We hope that this data is of interest to the reader, just as it has been to us.Guillermo ValletFounder & Executive PresidentWanupHbitos y preferencias de los viajeros de negocios europeos 5Loyalty report. By the numbers.In the first European study on hotel loyalty among business travellers, we askedWho travel.From 5 European countries(25% travel 10+ times a year)Times a year 6+6,000 Frequent travellers55%Primary loyalty programme belongs to a hotel chain 45%Not fully satisfied with their primary programmeWhat do they most value in a loyalty club?36%Value in-stay perks such asFree breakfastRoom upgrade70% Would share their consumer habits to get personalised services through push notificationsWhat would motivate them to join?Why not?In terms of perks.32%Dont know what a loyalty club is or find them hard to understand38%Lack of hotel variety Free breakfast49%Free Wi-Fi39%Takeaway of all travellers polled.44%Belong to 2 programmes25%Belong to 3 or moreYESNOare part of a loyalty club.are not part of a loyalty club.62%38%Looking towards the future.31% 26% 24%Want immediate cashback53%If referred by a friend79%A cash incentive22%Prefer points to redeem(33% stay in a hotel between 6 and 10 times a year) Stay in a hoteltimes a year3+93%Enjoy travelling for businessAnd would prefer a club that rewards them with.They like to spend their free time.Having cultural experiences Going to the best restaurantsPlaying sports 1 of 3Business travellers describe themselves as work hard/play hard: Try to pack in the maximum amount of non-work experiences into the little time they haveUse their phones to.VS.Millennials Generation X60% Share their experiences on social networks 70% Book transport through an app63% Organise their trip via an app 68% Leave comments or ratings online Experiences Points or miles78% 22% We ask them about belonging to a loyalty club.Source: European Travel Loyalty Report, Wanup 2017(1980-2000)49%Millennials(1960-1980)Generation X51%Demographics of European business travellers7Index0102030405060708Demographics of European frequent travellers Business travelUses of rewards programmes Rewards that incentivise travellers Business traveller profiles Digitalisation and hotel loyalty programmes Expectations and the future of loyalty clubs ConclusionsDemographics of European business travellers9.01Demographics of European business travellers.Demographic data on the 6000 respondents to this survey 75% Have travelled from 6 to 10 times 13% From 11 to 16 times and 12% More than 16 times in the last 12 months 42% Middle management and technical professionals15% Senior management14% Top executives or business owners 62% Men 38% Women 49% Millennials51% Generation X 63% Men 37% Women 49% Millennial 51% Generation X46% Middle management and technical professionals 17% Senior management 16% Top executives or business owners76% Have travelled from 6 to 10 times 14% From 11 to 16 times and 10% More than 16 times in the last 12 months France69% Men 31% Women 49% Millennials 51% Generation X40% Middle management and technical professionals 16% Senior management 16% Top executives or business owners75% Have travelled from 6 to 10 times 12% From 11 to 16 times and 13% More than 16 times in the last 12 months Germany55% Men 45% Woman49% Millennials 51% Generation X26% Middle management and technical professionals 17% Senior management 16% Self-employed 76% Have travelled from 6 to 10 times13% from 11 to 16 times 12% More than 16 times in the last 12 months Italy63% Men 37% Women 49% Millennial 51% Generation X49% Middle management and technical professionals 14% Senior management 13% Self-employed 75% Have travelled from 6 to 10 times 14% From 11 to 16 times and 11% More than 16 times in the last 12 months Spain59% Men 41% Women 50% Millennials 50% Generation X47% Middle management and technical professionals 22% Senior management 14% Self-employed 76% Have travelled from 6 to 10 times 31% from 11 to 16 times and 18% More than 16 times in the last 12 months UKGENERAL TABLE:Hbitos y preferencias de los viajeros de negocios europeos 11Factors that influence business travel.As well see throughout this study, European frequent travellers tend to have similar habits, and no country really stands out as an anomalous market. In this section, well see the factors which contribute to choosing accommodation for business trips, both regarding limitations or restrictions on the part of the company and by type of accommodation chosen. Business travel.02Business travel13When choosing a hotel, the frequent travellers who participated share 5 factors that they rate as more than 6 in 10 in importance. The more practical questions, such as its proximity to the centre, are valued over trust or quality of the property. The main motivation for choosing a hotel is the proximity to the location of their meetings, at 7.7 out of 10 based on all countries involved. Spain and Germany give the most importance to this factor. This is followed by whether a hotel is central (with an average of 7.1 out of 10, with the reason that this allows you to see the city) and in third place, if it is part of a well-known hotel chain, with 6.8 out of 10. Britain goes against the average of these two points, wanting their hotels to be part of a well-known chain over being central. 2 in 5 frequent travellers (an average of 41.1% of all of the markets), book the hotel for themselves directly, although this figure rises to 46.5% among Italian travellers and, above all, those who are self-employed, which represents 49.5% of those who book their own hotel. Although, as weve said, only 41.1% of the respondents have decision-making power over their booking, only 31.1% have no limitations or restrictions because of company policy. In fact, France (72.5%) and the UK (72%) are most likely to have to follow company policy when booking. The main limitation, with 38.5% of responses, is a maximum price. .02Business travel.35.741.346.54339.228.315.718.716.91822.625212723.313.41813.813.119.5SPAIN FRANCE ITALY GERMANY UKI make the booking directlyA travel agency outside of my company manages everythingI choose the hotel, but my company does the restAnother person or department in my company takes care of everythingDecision-making power when booking the hotel2 in 5 frequent travellers book the hotel for themselves directlyUKGERMANYITALYFRANCESPAIN 34.942.029.643.342.528.430.538.824.929.536.727.531.731.828Maximum price per stay A list of hotels with negotiated ratesRestrictions because of company booking policyQ: Are you obliged to follow a company booking policy? A: “Yes, based on a maximum price” and “Yes, based on a list of hotels with negotiated rates” Q: When you travel for business, who books your hotel room?Business travel15Hotel chains are the most reserved accommodation for both business and leisure travellers, however they are more popular among business travellers. It is worth noting Spanish frequent travellers preference for hotel chains, which make up half of their bookings (64.8% for business trips and 48.3% for pleasure). In second place are independent and boutique hotels, mainly preferred by Italians travelling for pleasure (42.6%, ahead of chains), which is related to the high number of independent hotels on the Italian peninsula.Spanish frequent travellers prefer hotel chains, with half of their bookings being with these establishments.Italian frequent travellers prefer independent or boutique hotels.42.6%Spanish frequent travellers prefer chains when travelling on business.64.8%Accommodation type preferences for business tripsA hotel which is part of my hotel loyalty clubHotel chainsIndependent or boutique hotelsApartments53.824.314.97UK49.328.614.37.8GERMANY 46.637.410.95.8ITALY48.828.716.36.2FRANCE 64.8258.32SPAINAccommodation type preferences for leisure trips A hotel which is part of my hotel loyalty clubHotel chainsIndependent or boutique hotelsApartments37.837.412.112UK333611.317.8GERMANY 32.742.68.614.3ITALY36.631.614.416.5FRANCE48.334.77.78.3SPAIN Q: When you travel on business, what kind of accommodation do you usually choose?Q: When you travel for leisure, what kind of accommodation do you usually choose?SPAIN7.97.36.96.76.27.77.16.86.56.6FRANCE7.67.36.96.66.4ITALY7.86.96.46.66.0GERMANY7.76.97.16.76.2UKProximity to my meeting or business functionThat the hotel has 4 stars or moreProximity to the city centreThat the hotel belongs to my hotel loyalty programmeThat the hotel belongs to a reputable chainFactors for choosing a hotelQ: What are the most important factors to you when selecting your business hotel? Rate from 0 to 10, with 0 being the least important and 10 the most important. Results in averages.Business travel17For an average of 57.7% of respondents, the reviews, photos and rating of the hotel on digital platforms have a high impor-tance and are seen as basic considerations before making decisions. The markets which place most importance on these factors are in Italy and Spain, where they surpass 60% of the respondents. Only 5.3% of all the Europeans who were consulted thought that none of these factors were important. Level of importance of online reviews, photos and rating57.7%The data doesnt show a great deal of difference between the 2 generations of frequent travellers, but in general, travellers over 35, from Generation X, have more autonomy over their decisions.Millennials and Generation X: Little difference between their preferences.SPAIN FRANCE ITALY GERMANY UK60,458,660,957,650,4And 33.5% indicate that they dont have to follow a company policy regarding business travel. In the case of millennials, just 28.7% have this freedom. 33.5%45.1% of Generation X travellers declare that they are the one responsible for making the booking at the hotel when they travel for business.MillennialsGeneration X Ability to decide on hotel bookingsI make the booking directly Another person or department in my company takes care of everythingI choose the hotel, but my company does the restA travel agency outside of my company manages everything 37%25.70%19.70%17.50%21.90%19.30%12.30%45.10%Ability to decide on hotel bookingsAbility to decide on hotel bookingsPolicy based on priceNo policy39% 38.10%32.50% 28.40%33.50%28.70%MillennialsGeneration XRespondents who placed high importance on reviews in the making of decisions. Q: How much importance do you place on hotel ratings, reviews and pictures when booking your hotel? 57.7% responded “Great importance. All 3 are essential.”Q: When you have to travel for business, who books the hotel?Q: Are you obliged to follow a company policy when going on business trips?Hbitos y preferencias de los viajeros de negocios europeos 19.03Insights into the current state of loyalty programmes, and what incentivises travellers to join one.6 in 10 business travellers say they are part of a rewards or hotel loyalty programme, with programmes belonging to large hotel chains (such as Marriott etc.) being the most common among this group of respondents. This report will detail the motives respondents gave for joining a loyalty club. There will also be information relevant to those who indicated that they arent part of a rewards programme: Whats the main reason why they arent?Use of rewards programmesUses of rewards programmes21.03Use of Rewards programmes Of Spanish respondents belong to just one loyalty programme, leaving them in last place. 35.0%6 out of 10 business travellers (62.2%) say they are part of a rewards or hotel loyalty programme, with British and French business travellers being most likely to be part of one.In terms of the professional status of the respondents, those in senior management (76.5%) were the most likely to be part of a loyalty club. Among those with loyalty programme membership, the most common is to be part of either 2 programmes (44.6%) or 1 programme (29.5%).Membership of a rewards programme62.2%Part of a loyalty programme123More than 329.544.615.510.476.5%Of top executives belong to a rewards or loyalty programme.25.9% are part of 3 or more hotel loyalty programmesThe nationalities that belong to the highest number of programmes (3 or more) are German (31.6%) and British (32.3%), while the nationalities who belong to the lowest number of programmes (just 1 programme) are Italian (36.3%) and Spanish (35.8%). Likewise, its middle management (32.3%) and business people/owners (31.5%) who mostly bel
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