Hotel guests primarily choose based on their wallets. Special offers (32%) and price (31%) are important selection factors, while sustainability plays a role for only 2%. Also noteworthy is the all-inclusive concept of Enjoyhotels, which is particularly popular among those over 50. This is evident from the National Hotel Chain Benchmark, a large-scale study by Multiscope among more than 3.800 Dutch people.
A hotel's location remains the most important reason for choosing a hotel. More than half of hotel guests (52%) cite this as the deciding factor. At the same time, it appears that price plays a very significant role. Special offers (32%) and price (31%) rank second and third. Consequently, financial considerations outweigh aspects such as quality (23%), service (15%), atmosphere (15%), appearance (11%), reputation (10%), and exclusivity (5%).
According to John Kivit, Director of Multiscope, this fits perfectly with the current zeitgeist: “We see that consumers’ leisure budgets are under pressure. Hospitality, holidays, and day trips are in the top 10 areas where Dutch people want to save money.”
Sustainability plays hardly any role
Sustainability plays hardly any role for Dutch hotel guests when choosing a hotel chain. Only 2% mention sustainability as an important selection factor. Safety (2%), personalization (2%), and after-sales service (1%) also appear to have only a limited influence on the final choice.
Striking concept: Enjoyhotels
Enjoyhotels is perceived by consumers as a hotel chain and stands out positively in the research on several points. The all-inclusive concept clearly aligns with the need for an affordable holiday. Moreover, guests stay an average of 4,1 nights, while the market average is 1,8 nights. Enjoyhotels also performs strongly in other areas. The concept achieves a top 5 position in recommendation score (NPS +64) and ranks second in terms of visit frequency. In addition, Enjoyhotels has a distinct target group. Of all Dutch people familiar with the concept, 78% are 50 years or older. In doing so, Enjoyhotels clearly and successfully targets the older holidaymaker.
More information: www.multiscope.nl