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Turndown is out, WiFi is in: New survey reveals marketing opportunities for hoteliers

The results of the first-ever 360° survey from TripAdvisor were released this week, with a focus on lodging amenities from the points of view of more than 1,000 U.S. travelers and more than 600 U.S. hotel representatives. The responses reveal that where guests are concerned, amenities truly count:  

Of the travelers surveyed, 54 percent said they have canceled a lodging reservation because they found better amenities at a different property.  













As for the most important amenities, Wi-Fi Internet access and breakfast included with booking ranked top for travelers. And according to the survey, hotel owners and managers correctly assessed the importance of these and other amenities to their guests. Turndown service was the least important according to both groups, with 87% of guests and 83% of hoteliers indicating that this luxurious extra is becoming a thing of the past.










But hoteliers have the opportunity to appeal to more travelers by placing further value on other amenities guests care about, like shuttle service to local attractions or the airport. 66% of travelers indicated the importance of shuttle service, vs. only 41% of hoteliers.

The advantage of room service and a hotel’s pet policies, on the other hand, was overestimated by hoteliers. Turns out travelers care only slightly more about whether an establishment will welcome their pooch than they do about turndown service.

While hotels seem to have a good sense of what is important to travelers, TripAdvisor’s 360° survey does reveal opportunities for establishments to better meet traveler needs when it comes to certain amenities. These days, it seems free Internet will get you a whole lot further than a chocolate on the pillow.

See’s coverage of the survey, as well as the full press release here.

5 Comments Post a comment
  1. I agree with the point on free WIFI for our guests.
    Regarding the point on shuttle services; also agree that it is important as an amenity. But did the survey presume it to be free.or not. Our hotel is located in Morogoro, about 200 km west of Dar es Salaam with the closest international airport. We offer transport from or to the airport from the hotel, but the guests have to pay extra for this service.

    February 4, 2012
    • tripadvisor4biz #

      Hi Svend — The survey question did not specify whether the
      amenity was free or paid, but rather asked travelers to rate its
      importance. Thanks for the comment!

      February 6, 2012
  2. Survey also says that guest book accommodations with complimentary Breakfast and Free Wifi internet.

    February 10, 2012
  3. With free internet, free breakfast and a free shuttle service to and from the airport. Such things all cost the hotel and erodes profit. To use them as a bargining point over the negotiated price paid would be much wiser, rather than including them all for Free.

    March 8, 2012
  4. My experience support this analysis – we offer free wifi, breakfast and pet friendly rooms, even though we are a small historic hotel and these are often reasons that we are chosen over other regional hotels according to our guests. That and personal service, and a warmer atmosphere than larger hotels. WE don’t have a shuttle, though we are only 12 minutes from the Portland Airport (PDX). Perhaps we’ll have to take a survey of our own to find out more about our customers.

    March 8, 2012

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