Research on consumption trends among business travelers: How user experience affects consumption

Consumers, especially relatively high-end business travel consumers, are becoming more and more "picky". Can the traditional factors of "safety," "location," and "attitude" really satisfy them? What they need is a more pleasant and unique consumption experience. Timely insights into the driving factors that can truly improve user experience are undoubtedly of great value to hotel companies in coping with more intense competition.

Ipsos

adopts a combined analysis method of consumers claiming important factors and deriving important factors. The so-called derivation of important factors refers to the final determination of each sub-index through the PR logistic regression method based on the overall evaluation of the hotel by the interviewee, as well as the sub-index evaluation of the hotel's internal and external environment, personnel services, guest rooms, price, etc. Contribution to overall satisfaction.

Factors that claim both factors and deduced factors are more important are called explicit factors. Explicit factors are the most critical factors affecting user satisfaction. If the perception is not ideal, you need to prioritize improvement and try your best to maintain a good reputation; factors that claim to be less important but deduced factors are important are implicit factors. As Ipsos mentioned before, implicit user experience factors may not be stated by consumers, but they will feel quite subtle or strongly dissatisfied when they actually experience them. They are suitable as a hotel's differentiated positioning and cannot be ignored; Factors that are claimed to be important but deduced to be unimportant are market threshold factors. Consumers think these factors are important, but in fact, there is currently no gap between brands in these factors, or they have been generally recognized by most consumers. Brands don’t need to pay too much attention to these factors, but they need to be careful not to make major mistakes in their performance.

Hotel service response/positivity is the most critical; the spiritual experience brought by guest room decoration cannot be ignored;

For high-end business hotels, this Ipsos survey selected the hotel’s internal and external environment, Twelve indicators that affect the user experience satisfaction of business travelers are selected from service, location, guest rooms and price. The data shows that room comfort, hotel hardware facilities and hotel service response/positivity are significant factors that affect user experience satisfaction. It is worth mentioning that, as a service factor of hotel staff, the service attitude under standardized training is not an explicit and important factor affecting final satisfaction. The general recognition of the attitude of high-end business hotel staff by consumers is the main reason. The service response and enthusiasm, which can better reflect the service awareness and attitude orientation of hotel staff, have a very important impact on guest experience satisfaction.

At the same time, Ipsos research found that guest room decoration and guest room facilities are the more important hidden differentiating factors. Although the interviewees do not verbally express that it is very important, in fact when they actually experience it, they will feel very surprised or strongly dissatisfied, which has a great impact on actual satisfaction. Especially for guest room decoration, more and more consumers are no longer satisfied with the material experience brought to them by guest rooms and hotel facilities. They have begun to pay attention to the benefits brought to them by distinctive and atmospheric decoration based on comfortable material experience. Mentally happy. This sensory and spiritual experience will have a vital impact on end-user satisfaction, and is also an important breakthrough for high-end business hotels to establish differentiated advantages in the increasingly homogeneous competition.

Although the interviewees claimed that hotel safety, location, hotel internal environment and hotel staff service attitude are important, in fact their impact on final satisfaction is not significant and they are market threshold factors. This is mainly due to consumers’ general recognition of domestic high-end business hotels in these aspects.

At the same time, through logistic regression, Ipsos experts analyzed the relationship between customers’ unpleasant experiences and the possibility of choosing a hotel again, and found that in addition to poor location, hotel services will affect customers’ choice again. Poor response speed/low enthusiasm also has a relatively important impact on customer churn.

Different brands have obvious differences in performance on key indicators; user satisfaction has a certain impact on consumer stays;

Among the twelve high-end business hotel brands surveyed, different Brands vary widely in their performance on key satisfaction indicators. At the same time, brand user experience satisfaction has a certain impact on consumers’ stay.

Take Shangri-La and Hilton as examples. As benchmarks in the industry, their performance is mostly better than the average, with similar proportions of previous stays. However, Shangri-La's preferred occupancy rate is significantly higher than Hilton's, mainly because Shangri-La is in Performance on key factors such as room facilities, service response, room decoration, etc. that are valued by customers is better. At the same time, Shangri-La's overall satisfaction performance is better, so its respondents (non-company agreement users)'s first choice performance is also better than Hilton, which has lower satisfaction.

From the perspective of service items, room service is the most valued, and Wi-Fi service deserves attention;

From the perspective of specific service items, room service is the most important thing for business travelers when they are on business trips. The most important services are guest room broadband services and full-coverage Wi-Fi services; it is worth noting that 34% of the respondents value Wi-Fi services in public areas. With the gradual popularization of smartphones and tablets, business travel consumer groups have strong demand for Wi-Fi services in public areas. Free, high-quality hotel-wide Wi-Fi coverage service is of great help to enhance the competitiveness of hotels. Compared with private travel, business travelers value business center services more.

For budget hotels, guest room sound insulation and room facilities may be a breakthrough for establishing differentiated advantages under the homogeneous competition of domestic budget hotels;

For budget hotels, this time The Ipsos study selected thirteen indicators in terms of hotel location, price, guest rooms, services and internal and external environment. Hotel safety, guest room hygiene and guest room comfort are obvious and important factors affecting satisfaction. Different from the market threshold factors in high-end business hotels, consumers' perception and experience of hotel safety have a critical impact on the satisfaction of budget hotels. Due to restrictions on operating costs, Ipsos data shows that the safety level of budget hotel buildings and facilities is relatively low. Coupled with the recent frequent safety incidents in budget hotels, consumers are paying more and more attention to safety issues in budget hotels. Improving hotel safety experience and consumer trust is crucial to improving overall satisfaction and even loyalty.

Guest room sound insulation, guest room facilities and guest room decoration are hidden differentiating factors that affect satisfaction. It is worth mentioning that, as a relatively small experience detail, although the sound insulation effect of guest rooms is not valued verbally, when it is actually experienced, it will actually have a relatively strong positive or negative impact on consumers. Due to cost considerations, domestic budget hotels generally have poor room sound insulation. In this case, Ipsos suggests that effectively improving guest room soundproofing facilities will undoubtedly bring huge surprises to customers and can become an important breakthrough in establishing differentiated advantages under homogeneous competition.

At the same time, through Ipsos analysis, when customers have dissatisfaction with the location, room sound insulation effect, and price reasonableness, they are most likely to no longer choose this budget hotel. , is the key factor leading to customer loss.

The performance differences of different brands in key indicators are more obvious; user satisfaction also has a greater impact on consumer stays;

Taking Jinjiang Inn and Hanting as examples, popularity and previous stays Jinjiang Inn and Hanting, which have the same rates, have significant differences in their preferred occupancy rates. Research believes that this is mainly due to Jinjiang providing customers with a better living experience, especially in key factors such as room sound insulation and guest room facilities.