DATA POINT: SHIFTS IN CONSUMER HOSPITALITY APPETITE
DATA POINT: SHIFTS IN CONSUMER HOSPITALITY APPETITE
The global pandemic is affecting consumer priorities for selecting hotels, our new poll reveals. And we think the trends are here for an extended stay.
US consumers ranked an in-room kitchenette highest among features that would most positively influence their selection of a hospitality property in the near future, a new poll by Studio Butch finds.
Contactless transactions and open-air common spaces rounded out the top three most favored selections by respondents.
A year after the global pandemic shut down much of the world, the findings not only suggest that travelers remain COVID-sensitive, but that an actual shift in travel behaviors and accommodation preferences may be afoot.
“What we’re seeing is a shifting paradigm for approaching hospitality design,” said Chris Giovarelli director of creative strategy at Studio Butch. “We’re not going back to normal, we’re moving forward, and evolution will create success.”
With 36 percent of consumers surveyed selecting an in-room kitchenette among their most favorable features, the evident takeaway is a preference for the relative safety of dining-in. However, digging deeper, access to cookery also reaffirms a rise in consumer appetite for longer stays, and accommodations that are designed more dynamically.
“It comes down to rethinking rooms as a space to live in, versus just sleep,” says Giovarelli “As we see the trend of ‘flexcations’ continue, we need to be designing hospitality more like small homes—something gaining popularity before the pandemic, and accelerated with subtle changes since.”
Another trend on the rise before COVID-19, that has become a standard since, is low-touch and contactless technologies. With approximately 28 percent of consumers surveyed ranking contactless transactions as a top feature, properties that stand out will integrate solutions into their guest experience that go much further than just tapping a credit card at check-in.
“Today’s discerning traveler lives in an increasingly voice-controlled, and contactless world.” says Giovarelli. “Rooms and lobbies should be designed to incorporate these technologies so the experience from home to hotel feels seamless.”
More than a quarter of consumers ranked open air common spaces among their most favorable features, compared to only 16 percent for similar indoor spaces. Despite a clear correlation to pandemic-related concerns, designing outdoor spaces for year-round, flexible use can generate major appeal with staying power.
“Maybe it’s a covered work-from hub by day, turned fire-pit lounge by night,” says Giovarelli. “Or it could simply be a small parklet built on under-used parking. Regardless of size, these spaces produce real, on-going value and will attract guests to the property.”
xoxo
The Studio Butch poll was administered online, first quarter 2021, to a representative sampling of the US consumer population age 18 and older. Respondents were asked to select features from a populated list, and were permitted enter their own responses as well. Approximately 1500 responses were collected with a margin of error of less than 3 percent.
At Studio Butch, we help global and boutique brands build customer affinity through experiences, spaces and content. Let’s connect to talk about how our unique combination of strategy and creativity can help your brand.
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