Price and guest ratings carry more weight than brand value as key attributes to hotel property selection

Price and guest ratings carry more weight than brand value as key attributes to hotel property selection

Blue Swan Daily – April 12, 2019

New research from Expedia Group and Unabashed Research shows that independent hotels can more effectively compete with their branded counterparts with price and guest ratings carry more weight than brand value as key attributes to hotel property selection.

Unsurprisingly, the study of more than 900 general population consumers, shows that price is by far the most influential driver of hotel selection, as consumers prioritise value above all else when allocating their travel budgets. Promotions and discounts that represent a real value to the customer is an almost guaranteed way to get hotel shoppers’ attention and have them select a property, says the study.

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