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1、 Global EditionForewordI am pleased to share with you our 2022 Changing Traveller Report,the largest accommodation-specific traveller survey globally.This year,we analyse the key trends at the core of one of the most dynamic travel landscapes weve seen to date,with data from more than 8,000 travelle
2、rs globally revealing evolving consumer preferences,rapid digital adoption and reimagined travel communities.With actionable insights for the accommodation industry to fully embrace the opportunity of hotel commerce,we look at how and why travellers have changed during this historic rebound,defining
3、 key actions to win this ever changing global customer no matter where they are.Enjoy the report.We hope that it informs,inspires and empowers you.Sankar Narayan CEO and Managing Director,SiteMinder2 The Changing Traveller Report 20222 Link to AppendixContentsExecutive Summary 4Methodology 62022:The
4、 year the world reopened 7Awaited arrivals:The Chinese Traveller 9Trend 1.The Macro-Travel Trend 10Trend 2.The Digital Influence Trend 17Trend 3.The Bleisure Trend 26Trend 4.The Trust Trend 34Trend 5.The Human Connection Trend 43Full Survey ResultsThe Australian TravellerThe Chinese TravellerThe Fre
5、nch Traveller The German Traveller The Indonesian Traveller The Italian Traveller The Spanish Traveller The Thai Traveller The UK Traveller The US Traveller 3 The Changing Traveller Report 20223 Link to AppendixTREND 1The Macro-Travel TrendThe urge to travel is a stronger force than rising inflation
6、.TREND 1The Macro-Travel TrendThe urge to travel is a stronger force than rising inflation.TREND 2The Digital Influence TrendRight now,travellers are the most winnable consumers on earth.TREND 2The Digital Influence TrendRight now,travellers are the most winnable consumers on earth.Executive Summary
7、Based on our recent survey of more than 8,000 travellers in 10 markets around the world,the analysis of industry experts and in alignment with the hundreds of thousands of hotel bookings SiteMinder processes daily,weve identified five key accommodation trends set to influence the year ahead.4 The Ch
8、anging Traveller Report 20224 Link to AppendixTREND 3The Bleisure TrendWorking travellers want the hotel of the future,today.TREND 3The Bleisure TrendWorking travellers want the hotel of the future,today.TREND 4The Trust TrendEvery digital touchpoint matters for the new trust-critical traveller.TREN
9、D 4The Trust TrendEvery digital touchpoint matters for the new trust-critical traveller.TREND 5The Human Connection TrendTech-enabled travellers are not willing to compromise on human connection.TREND 5The Human Connection TrendTech-enabled travellers are not willing to compromise on human connectio
10、n.5 The Changing Traveller Report 20225 Link to AppendixIn addition to the SiteMinder team,partner network and our amazing customers worldwide,a special thank you to our partners who graciously lent their expertise,resources,and time:8,182 travellers10 countries5 generations25 questionsMethodologyPo
11、wered by Kantar,in August 2022,we asked 8,000+travellers in 10 countries(Australia,China,France,Germany,Indonesia,Italy,Spain,Thailand,UK,USA)25 accommodation-specific questions,analysing their responses by gender,generation,location(urban,suburban,rural),travel plans(domestic,international or both)
12、,work plans and the type of accommodation they plan to stay in next.We supplemented our data with reports and data from McKinsey&Company,Deloitte,Paysafe,and others.Sean MorganDirector Product Analytics&Insights,STR Steve ElinsonManaging Director Travel and Hospitality,AWSNoreen HenryChief Revenue O
13、fficer Sojern Amanda CottomeCulture&Brand Experience Manager Ovolo HotelsSusan WheeldonCountry Manager Australia and New Zealand,Airbnb6 The Changing Traveller Report 20226 Link to Appendix2022:The year the world reopenedAs the accommodation sector continues to welcome travellers during one of the m
14、ost dynamic macro-travel landscapes in history,travel is showing signs of increased resilience in 2022.Accommodation booking momentum data from SiteMinders World Hotel Index has displayed a sustainable travel rebound across the world,with key travel regions climbing toward 2019s record-breaking book
15、ing volumes for the first time.7 The Changing Traveller Report 2022Link to Appendix2022 booking momentum shows sustainable growth for global accommodation%of 2019 global bookingsJan.Feb.Mar.Apr.May.JuneJulyAug.Sept.Oct.Nov.Dec.100%80%60%40%20%0%Monthly booking volumeSource:SiteMinder World Hotel Ind
16、ex2022 2021 2020JanuaryGlobal bookings hit 175%of 2021 levels but nowhere near January 2020;US bookings show strong domestic uptickFebruaryBooking momentum hits two-year high as Australia reopens to the worldMarchWidespread Asian travel policy shifts prove gamechangers for local operatorsAprilIntern
17、ational bookings accelerate hitting highest levels globally since 2019MayHolding steady:Bookings reach 90%of pre-pandemic levelsJuneAsia climbs toward rebound as Malaysia,Indonesia and Philippines hit 100%of 2019 booking levels for first timeJulyAlmost twice as many countries above 75%of pre-pandemi
18、c bookings than January AugustEuropes never-ending summer:Spain,Portugals pandemic-busting bookings extend seasonThe year the world reopened20228 The Changing Traveller Report 20228 Link to AppendixAwaited arrivals:The Chinese TravellerWith international travel kicking back into gear this year,there
19、 is one traveller whose much-awaited return is key for the growth acceleration of many travel destinations:the Chinese traveller.In 2019,all eyes were on the growing rise of the Chinese traveller,who made up 10%of international travellers globally and took approximately 6.2 billion trips1,an increas
20、e of 8%from the previous year,as more affordable travel options became available via an increase in online travel agencies.Halted by the pandemic,this growing Chinese traveller base is expected to have a significant impact on the acceleration of travel growth globally once the countrys international
21、 travel restrictions are lifted.This is particularly relevant to Thailand,Singapore,Malaysia and Japan,where Chinese travellers represented more than 20%of international arrivals in 2018.1 How the Chinese Traveller is evolving,Oliver Wyman,2020.9 The Changing Traveller Report 20229 Link to AppendixT
22、REND 1The Macro-Travel Trend10 The Changing Traveller Report 202210 Link to AppendixThe Macro-Travel TrendThe urge to travel is a stronger force than rising inflationDespite strong macroeconomic headwinds blowing key industries off course,our intention to travel remains fixed.Accommodation providers
23、 who understand the mindsets of their guests will be in a position to fuel them with the memorable stays they crave,while also driving incremental revenue.There is almost nothing that can stop the world from travelling.Our survey indicates that inflation is currently having“moderate”to“no”impact on
24、the travel and accommodation decisions of the majority,while a recent survey by McKinsey&Company highlights travel as second on the list of priority spending items,well ahead of shopping and dining experiences.As accommodation volumes again rise to 2019 levels globally,recent years have only served
25、to punctuate the strength of our innate instinct to travel.11 The Changing Traveller Report 2022Link to AppendixThe Macro-Travel Trend87%of travellers say they are happier when they are anticipating travel,with 53%saying that its important,very important or extremely important to their mental health
26、.How important is it to your happiness and/or mental wellbeing that you have travel plans booked in advance,in the next 6 months?Not importantMy overall happiness and mental wellbeing doesnt change if I have travel plans bookedSomewhat importantI am at times happier if I am anticipating travel,but i
27、t doesnt impact my mental wellbeing if I dontImportantI am generally happier and my mental wellbeing is better if I am anticipating travel plansVery importantI am always happier and my mental wellbeing is always better if I am anticipating travel plansExtremely importantMy happiness and my mental we
28、llbeing declines if I dont have travel plans 13%27%18%8%33%Q.12 The Changing Traveller Report 2022Link to AppendixThe Macro-Travel TrendTravel is proving priceless,despite the rising cost of livingA theme of our 2021 report was that bucket-list travel goals were heavily driving decision-making for t
29、ravellers following lockdowns,and,again,this year we are seeing travellers subscribe to the notion that spending can make you richer in our findings.Travellers are ready to spend on memorable experiences,inside the property as well as outside it.85%of travellers are comfortable spending additional m
30、oney on extras during their next stayWhich of the following accommodation add-ons and attributes would you be comfortable spending additional money on during your next stay?Tick all that apply.Floor level I would not be comfortable spending any additional money Fresh flowers15%26%Airport transfer24%
31、Parking31%Room size10%7%24%Balcony 34%View15%Mini bar50%Breakfast18%Laundry 28%Spa treatments 27%Early check-in/late check-out23%Bed sizeQ.A bit more:Travel is seen to be most important to the mental wellbeing of urban female millennials(aged 26-41)who plan to travel internationally on their next tr
32、ip.13 The Changing Traveller Report 2022Link to AppendixThe pace of hotel performance recovery in recent quarters displays the strong underlying travel demand among modern consumers.STRs Market Recovery Monitor for the end of August showed more than 80%of global hotel markets in peak or recovery ter
33、ritory,achieving inflation-adjusted RevPAR of at least 80%of 2019 levels.While hotel occupancy somewhat lags the impressive levels we saw for most markets in 2019,strong pent-up demand for travel,coupled with macroeconomic conditions,has generated robust growth in room rates.In many markets,this gro
34、wth has outstripped the decline in demand and produced a more profitable bottom line for hotels compared with 2019,despite inflationary pressures.From this,we can see that consumers have appeared undeterred by rising rates.Although some segments,such as business travel,have been slower to return,ove
35、rall wanderlust propels a positive outlook for hospitality.As global societies have adapted to living with COVID-19,consumers seem likely to continue embracing travel now and into the future even with substantial challenges around the globe.Sean Morgan Director,Product Analytics&Insights STRA bit mo
36、re:While working and non-working travellers deviate in their comfort with additional spending at hotels,the majority in both camps are still open to splashing some cash.For bleisure travellers,91%are happy to spend on extras,compared with 82%of those not working during their next trip.14 The Changin
37、g Traveller Report 2022Link to AppendixSiteMinder RecommendsHow hotels can win Capture bookings everywhere that travellers areWith international markets returning at differing speeds,understanding the unique needs and travel preferences of guests,and how they are arranging their travel will be vital
38、 in the year ahead.To catch the 37%of travellers planning to book via an online travel agency(OTA),hoteliers should cast the net wide promoting a property on five or more OTA channels can increase bookings by up to 40%,while the billboard effect ensures travellers can discover a property through an
39、OTA and then search for the propertys website to book.With 27%of travellers planning to book directly with the venue(either online or by phone/email),direct bookings remain both a challenge and a ripe opportunity to be seized.To drive more direct bookings hoteliers should:1.Ensure they are using met
40、asearch to get in front of the guests arranging their travel on Google.2.Leverage market intelligence to ensure they are aware of how they are priced across all of their channels.As a side note,its important not to be caught out providing flexible rates through OTAs while advertising restrictive con
41、ditions through the direct channel.3.Use promo codes.If a guest has booked through an OTA on their repeat visit,its clear that something clearly hasnt worked.Consider using promo codes as a way to encourage a direct repeat booking.15 The Changing Traveller Report 202215 Link to AppendixThe Macro-Tra
42、vel TrendSiteMinder RecommendsDrive additional spending through targeted upsells and extrasKnowing the current appetite for spending despite inflation,proactive hoteliers are using personalised communications to boost profits before,during and after a guests stay,without compromising the quality of
43、the guest experience.Looking to our data,more than one in three travellers are open to spending additional money for a room with a view,and almost one in four are happy to spend more to choose their bed size.If feasible,hoteliers should let these travellers create the rooms they want with added opti
44、ons,providing them control over small but meaningful preferences while also increasing revenue.In addition,offer targeted add-ons like early check-ins for families with young children and last-minute room upgrades on site.Post-stay,send trip-enhancing offers to incentivise future visits,boosting sha
45、re of wallet before the guest even begins planning.While not immediately easy for all accommodation businesses,making it feel personal at every step is key.To be able to understand what each guest wants,hoteliers need a solution that can consolidate data from every interaction,and build a comprehens
46、ive guest profile that combines their demographic information along with their trip intent,preferences,purchase history,and more.With businesses across a diverse array of industries nailing this for their target customers,hotel guest engagement must feel equally tailored to match heightened consumer
47、 expectations and dodge the dreaded unsubscribe.16 The Changing Traveller Report 202216 Link to AppendixThe Macro-Travel TrendThe Digital Influence TrendTREND 217 The Changing Traveller Report 2022Link to AppendixRight now,travellers are the most winnable consumers on earthTravel has returned,and a
48、renewed wanderlust means travellers have never been more winnable.But guests booking to cancel can be lost as quickly as they are won.With a high appetite for being influenced this year,travellers are welcoming slick paid media campaigns as the online marketplace gets even more competitive for accom
49、modation providers,right up until the moment of check-in.Whether it be on a search engine at the earliest stages of planning,via Instagram days before check-in or email weeks after a trip has finished,the wanderlust of adventure means the vast majority of travellers want to hear from accommodation p
50、roviders online.Our survey results indicate that 78%of travellers are open to being delivered ads for an accommodation deal thats suitable to them,with this majority climbing to an even larger portion of 86%for millennial travellers.Its a finding that exemplifies the ever-tightening and interdepende
51、nt relationship between hoteliers and their guests online,at a time when accommodation providers are playing a vital role to quench the traveller thirst for new experiences.18 The Changing Traveller Report 202218 Link to AppendixThe Digital Influence TrendA growing travel partnership between hotelie
52、rs and their guestsIn their responses,travellers globally made it clear that they are happy to turn to third-party businesses for assistance when planning their stay.For example,travellers are now three times more likely to consult a search engine than friends when they begin to organise their accom
53、modation.However,the developing relationship between accommodation providers and travellers takes this trend one step further.From our data,its clear that an always-on,two-way dialogue via a range of digital platforms could provide a game-changing opportunity for those hotels who are experts at crea
54、ting memorable,re-bookable travel experiences to forge long-term relationships with returning guests.Continued influence:contact at all stages of the guest journey is being welcomed by travellers-even post-stayDo you appreciate it when your accommodation provider continues building their relationshi
55、p with you post-stay,by sending you personalised offers and deals?23%Always31%Often34%Sometimes8%Seldom4%NeverA bit more:Those planning to stay in boutique or luxury hotels are the most appreciative of post-stay communications globally,followed by those staying at a group or chain.Q.19 The Changing
56、Traveller Report 202219 Link to AppendixThe Digital Influence TrendThe Digital Influence TrendSocial media graduates from a nice to have to a bottom line necessity for hotelsAs social media use balloons(user volumes grew by over 400 million in the last twelve months alone1)and platforms such as Inst
57、agram become more closely associated with online shopping and brand communication,a battleground is emerging where accommodation guests are being won and lost.Driven up by Gen Z and Millenials,social media often or always impacts the booking decisions of 43%of travellers When booking a stay,how infl
58、uenced are you by the social media presence of the property you are booking?1 The Global State of Digital 2022-Hootsuite and We Are Social13%14%20%24%29%Very influencedIt always impacts my booking decisionInfluencedIt often impacts my booking decisionModerately influencedIt sometimes impacts my book
59、ing decisionSlightly influencedIt would rarely impact my booking decisionNot influenced at allIt never impacts my booking decisionQ.20 The Changing Traveller Report 2022Link to AppendixThe Digital Influence TrendUrban travellers globally are more than twice as likely to be very influenced by social
60、media than suburban or rural travellersThai travellers are the most influenced by social media,while Australian travellers are the least influencedCountry breakdown of travellers whose booking decision is very influenced or influenced by a propertys social media presence.27%US 25%UK 78%Thailand 40%S
61、pain 41%Italy 74%Indonesia 24%Germany 33%France 75%China 20%Australia19%Urban very influenced8%Suburban very influenced7%Rural very influenced21 The Changing Traveller Report 2022Link to AppendixThe forces creating a reimagined pre-arrival windowAs an openness to being influenced via digital channel
62、s like social media grows alongside an expectation of flexible travel options,the act of making a booking is no longer a final decision point for many travellers its simply part of the research phase of creating travel plans.This change in behaviour is fundamentally altering the pre-arrival booking
63、window,which has become yet another competitive terrain for hotels to win and lose guests,even when they have a booking.For 80%of travellers its either important or very important for them to have the flexibility to easily modify or freely cancel their reservation.While 53%see themselves as spending
64、 more or much more time looking for the best priced accommodation than two years ago.In a market where more travellers want to keep their options open and are spending more time searching for the best deals,theres a greater need for accommodation providers to both nurture booked guests pre-stay,and
65、be always-on in the way that they are seeking to influence potential last-minute guests,too.22 The Changing Traveller Report 202222 Link to AppendixThe Digital Influence TrendTheres no doubt that todays travellers are more connected with higher expectations than ever before,presenting an incredible
66、opportunity for hoteliers.But the challenge that exists is-how can you be in all the places where your potential guests are as they search online for their next trip?You can no longer rely on one or even two digital channels and expect to establish and build a relationship with your guest.Its crucia
67、l to have a presence everywhere that travellers are searching.A multichannel marketing approach ensures that your hotel stays top of mind throughout the search and planning process,so you can win the direct booking.And this is only half the battle!Communication with your guests cant stop there.There
68、 are so many ways to engage with your guests between the booking and check-in,and even during their stay,that will improve the customer experience.You can also build loyalty by re-engaging past guests.Many travellers gravitate toward hotels that they have already visited,because they know what to ex
69、pect.All of this will build a stronger relationship with your customers over time,as well as increase direct revenue for your hotel.Noreen Henry Chief Revenue Officer,Sojern23 The Changing Traveller Report 202223 Link to AppendixThe Digital Influence TrendSiteMinder RecommendsHow hotels can winDevel
70、op a strategy to address the evolving pre-arrival windowAs travellers become more comfortable with flexible arrangements and some make a habit of booking to cancel,hoteliers need to proactively adjust to the shifting dynamics of the pre-arrival booking window.1.Accommodation businesses need to start
71、 to build hype pre-stay,to ensure guests arent tempted by another offer.By using a guest engagement solution,hoteliers can automate journeys,target guests with tempting upgrades and extras(as discussed above)and provide an efficient platform for guest engagement.2.Its increasingly important for hote
72、liers to acknowledge the importance of flexibility to travellers to win their trust,ensuring they are offering at least the same degree of flexibility as the channels they list on,with OTAs placing a huge emphasis on flexibility in recent years.3.With 78%of travellers open to being delivered ads for
73、 an accommodation deal or offer that is suitable to them,theres an opportunity for hoteliers to invest more heavily in metasearch and paid social media campaigns to win over flexible and undecided travellers during this window.As managing campaigns at scale becomes more streamlined for businesses of
74、 all sizes,both metasearch and paid social remain underutilised as ways for properties to gain visibility,strengthen their brand and ultimately drive more direct bookings.24 The Changing Traveller Report 202224 Link to AppendixThe Digital Influence TrendSiteMinder RecommendsHow hotels can winfasdfOp
75、erate intelligently to optimise pricingWith“value for money”seen as the biggest driver of repeat business for the highest number of travellers,and with 53%expecting to spend more time looking for the best-priced accommodation compared to two years ago,its vital that every business is making decision
76、s based on intelligent,real-time data,rather than guesswork.Not only should hoteliers know how their competitors are pricing their rooms,they should be taking every opportunity to eliminate rate disparity and understand which geographies and channels are bringing them the most revenue.25 The Changin
77、g Traveller Report 202225 Link to AppendixThe Digital Influence TrendTREND 3The Bleisure Trend26 The Changing Traveller Report 2022Link to AppendixThe Bleisure TrendWorking travellers want the hotel of the future,todayFor those working on their next trip,accommodation is now more than simply a place
78、 to lay their head.The extra hours being spent on site are making the little things feel bigger,pushing the hotel of the future to become more like an upgraded version of life at home pets included.When WFH began to mean working from holiday as well as working from home following pandemic lockdowns,
79、the business-meets-leisure bleisure traveller was born.One billion digital nomads are projected to be in the global workforce by 2035,meaning that understanding and meaningfully addressing this group is becoming an urgent priority for the worlds accommodation providers to ensure their needs are prop
80、erly met.Which of these is most true for your next leisure vacation compared to before COVID-19?18%20%38%3%7%13%Bleisure pulse check:36%of travellers globally are planning to work on their next tripMy stay will be longer+Ill work at timesMy stay will be longer+I wont work at allMy stay will be the s
81、ame length+Ill work at timesMy stay will be the same length+I wont work at allMy stay will be shorter+Ill work at timesMy stay will be shorter+I wont work at allQ.27 The Changing Traveller Report 2022Link to AppendixWho is the new bleisure traveller?Gen Z are the most likely to take a working holida
82、y,closely followed by Millennials50%40%30%20%10%0%49%Gen Z (18-25)Millennials (26-41)Gen X (42-57)Baby Boomers(58-76)The Silent Generation(77-94)46%34%21%12%At almost 2 in every 3,Thai travellers are the leaders for bleisure,however almost a quarter or more of travellers from every country surveyed
83、will be bleisure travellers on their next trip23%France28%Germany62%Indonesia24%Australia29%US30%Spain65%Thailand25%UK47%China31%Italy28 The Changing Traveller Report 202228 Link to AppendixThe Bleisure TrendWho is the new bleisure traveller?43%of urban-living guests will work from the road 43%Urban
84、31%Suburban26%Rural When it comes to preferred accommodation,the bleisure traveller doesnt discriminate-youll find them everywhere from luxury hotels to bunking at a friends placeB&B/Vacation RentalBoutique/Luxury HotelChain/ResortFamily/Friends PlaceHostel/Motel/Budget38%35%35%38%35%The Bleisure Tr
85、end29 The Changing Traveller Report 2022Link to AppendixA balance of the unique and homely is now neededTwo key differences emerge when analysing the differences in preferences between those planning to work on their next trip and those not planning to work.1.For working travellers,an accommodation
86、stay must be a unique and uplifting experience unto itself,without the added halo effect of external travel experiences beyond the walls of the hotel.60%of those not working,the little things(e.g.a propertys scent,their artwork,the restaurants music)always or often impact whether the respondents wou
87、ld consider returning to a property,however this jumps to 78%among working travellers.2.Somewhat in contrast,working travellers also have a strong preference for their accommodation experience to have a sense of familiarity and home.One example of this is seen in their attitude towards pets,which ar
88、e typically excluded from many modern accommodation experiences.Almost 80%of those working on their next trip approve of more accommodation providers becoming pet-friendly,while just 68%of travellers not working do.A bit more.What working travellers want from their accommodation varies significantly
89、 by region.For example,for Chinese travellers,a workspace with a view is approximately four times more important than it is for Australian,French,German,Italian,Spanish,UK and US working travellers.Head to the appendix for more.30 The Changing Traveller Report 202230 Link to AppendixThe Bleisure Tre
90、ndThe Bleisure TrendBut the differences between working and non-working guests dont stop there,here are 10 othersAccommodation preferenceWorkingNot working“I plan to spend much more time looking for the best priced accommodation compared to two years ago.”22%13%“If an online accommodation advertisem
91、ent is appropriate for me,Im happy to see it.”83%74%“Clear health and safety guidelines are a top three consideration on a propertys website.”31%22%“When thinking about if Id return to a property,value for money is a top three factor.”66%76%“I always or often appreciate it when my accommodation prov
92、ider stays in touch post-stay.”64%49%“A propertys social media presence either often or always impacts my booking decision.”59%35%“I would likely or definitely pre-visit my property in the metaverse if I had the chance.”79%68%“I would definitely appreciate it if my accommodation provider enabled me
93、to learn more about the culture and history of the location I was staying in.”39%31%“I would not be comfortable spending any additional money for add-ons like the mini bar or spa treatments on my next trip.”9%18%“I want an automated check-in process vs I want a manual check-in process.”64%automated
94、vs 32%manual (4%no preference)50%automated vs 43%manual (7%no preference)31 The Changing Traveller Report 2022Link to AppendixRemote work has untethered many people from the need to be in an office every day.As a result,people are spreading out to thousands of towns and cities,staying for weeks and
95、even months at a time.Now that many people can live anywhere,it is great news for communities that lay off the beaten track and are looking to diversify their local economies with more destinations being discovered by business travellers who are exploring regions outside of the usual city hubs.Airbn
96、b guests are also choosing to stay longer.In Q2 2022,long-term stays of 28 days or more remained our fastest-growing category by trip length compared to 2019.Long-term stays increased nearly 25 percent from a year ago and by almost 90 percent from Q2 2019.Nearly half of our nights booked from July t
97、o December 2021 were for stays of a week or longer and one in five nights booked were for stays of a month or longer,showing that people are combining work with travel and the ability to explore new destinations once theyve logged off for the day.This isnt just a new way of working and travelling,bu
98、t also a new way for prospective Hosts to take advantage of the demand and showcase their local areas while also having an opportunity to earn extra income to combat the rising cost of living.A Host listing can be set up in 10 easy steps and Hosts are in full control of their availability,prices,hou
99、se rules,and how they interact with guests and each and every reservation is covered for free by AirCover,Airbnbs top-to-bottom protection for every Host.Susan WheeldonCountry Manager,Australia and New Zealand Airbnb32 The Changing Traveller Report 202232 Link to AppendixThe Bleisure TrendSiteMinder
100、 RecommendsHow hotels can winCreate a bleisure experience thats impossible to forgetUnderstanding the highly personalised accommodation journey that makes bleisure travellers tick will enable hoteliers to create and market the experiences that will ultimately win this segment.These travellers are no
101、t looking for purpose-built work areas,in fact a propertys wellness facilities were seen as being more important(see question 25 in the appendix),emphasising that all property types can win the accommodation-agnostic bleisure guest.Remember,78%of bleisure travellers felt that unique brand attributes
102、 were important(scent,artwork,music),so beyond the basics like providing free and fast wifi,building a bespoke and Instagrammable experience to be remembered is key.In-elevator bartenders,personalised plant arrangements and on site float tanks are examples of ideas that show an understanding of this
103、 groups need for unique experiences.However,highlighting a comfortable outdoor working arrangement with a view will be hard to beat for bleisure travellers from some countries.Promote deals designed for working travellers As a rule,working holidays allow travellers to spend more time away than regul
104、ar vacations,with the security of having an ongoing stream of income.So as more people embrace this slower style of travel,creating specific,long-stay(or unlimited stay)packages will be attractive to guests.Hoteliers should lean into their specific circumstances here:if they are a central city hotel
105、,for example,it may make more sense to target those who want to maintain their rural lifestyle and need a place to stay in the city for a few nights in the middle of the week.Many travellers planning a working holiday will be looking to bring their family along too,so building in activities like edu
106、cational kids programs and local tour itineraries,designed for those who want a quick escape from the screen could make for a solid strategic approach.33 The Changing Traveller Report 202233 Link to AppendixThe Bleisure TrendThe Trust TrendTREND 434 The Changing Traveller Report 2022Link to Appendix
107、The Trust TrendEvery digital touchpoint matters for the new trust-critical travellerAs online consumers scam-proof their purchasing,travellers are taking every cue to establish trust wherever it can be found.In this environment,the accommodation businesses building confidence at every stage of their
108、 guests journey from secure payments to quality content will overtake those in the market still taking trust for granted.When it comes to tech use,near enough is no longer good enough in the age of hotel commerce.Driven up by younger generations and amplified by external factors,for 64%of travellers
109、 globally,if their accommodation provider isnt using technology correctly,it is likely or very likely going to change their perception of the operation.With this,we are seeing that hotel brands are becoming more deeply enmeshed with their third-party technology providers,which are an extension of th
110、e brand experience they seek to create.35 The Changing Traveller Report 2022Link to AppendixThe Trust TrendSecure bookings,content and reviews:The most valued aspects of a hotels website all revolve around trustA chatbot I can ask questions toAn easy,secure booking and payment processVideos and imag
111、es of the rooms,property and staffA mobile-friendly layoutLocation detailsGuest reviewsClear health and safety guidelinesAvailable packages and offers57%50%12%49%8%48%50%25%When making an accommodation booking on a propertys website,rank what is most important to you(Please select your top 3)Q.A bit
112、 more.For Australian,Chinese,German,Indonesian and Spanish travellers,a secure booking and payment process is the most important part of a propertys website.For Italian and Thai travellers,guest reviews are the top priority,for UK and US travellers it is a propertys location details,while for French
113、 travellers available packages and offers have the top spot.36 The Changing Traveller Report 2022Link to Appendix70%of all travellers would likely or definitely pre-visit a hotel in the metaverseTry now,buy later consumers now want to see and experience as much of their property as possible before c
114、ommitting to a purchase.More than 70%of all travellers would likely or definitely pre-visit their property in the metaverse before check-in if they had the opportunity to,rising to more than 90%of younger Chinese and Indonesian travellers.37 The Changing Traveller Report 202237 Link to AppendixThe T
115、rust TrendThe Trust Trend7%I prefer to pay over the phone,providing my credit card details49%I prefer to pay securely online,via credit card or electronic bank transfer43%I prefer to pay in-person at the venue,with either cash,credit card,cheque or my mobile1%I prefer another payment methodAs seamle
116、ss,secure e-commerce experiences become normalised,paying online is the top preference for travellersAs consumers become more suspicious about sharing their payment data in untrustworthy environments,leading accommodation businesses are learning that investing in secure payment processes can create
117、significant advantages-both externally in terms of brand perception,and internally in terms of time saved and efficiency.When paying for your accommodation,either before,during or after your stay,what is your preference?Q.38 The Changing Traveller Report 2022Link to AppendixThe Trust TrendA travelle
118、rs age and location have a strong influence on their payment preferences Age Prefer to pay onlinePrefer to pay in-person18-2526-4142-5758-7677-9448%40%55%34%50%44%40%55%32%61%39 The Changing Traveller Report 2022Link to AppendixPrefer to pay onlinePrefer to pay in-personThe Trust TrendLocationAustra
119、lia42%52%China71%21%France44%49%Germany42%49%Indonesia60%31%Italy37%56%Spain38%54%Thailand49%38%UK57%34%USA45%45%40 The Changing Traveller Report 2022Link to AppendixBuilding trust in your accommodation business depends on your ability to consistently prove to your guests that they can rely on your
120、brand,your processes and your people including every digital interaction across guest-facing technologies.Every touchpoint is a chance to make or break that trust.As digital shopping and booking volumes grow,becoming a trusted digital partner to your guests is of particular importance.Online,travell
121、ers are eager to experience as much of your property as possible prior to making a booking,including photos,guest reviews,video content and other digital media.Guests are also demanding mobile and online payment options that are both simple and secure.And then post-stay is your opportunity to utilis
122、e this digital relationship with the guest to gather feedback and build loyalty to your brand.With this digital journey in mind,your accommodation brand becomes inextricably linked to both the physical and the digital experience of the customer,each trust-building opportunity granting you additional
123、 insights into what you need to do next to retain that customer as a returning loyal guest.Steven ElinsonManaging Director,Travel and Hospitality AWSThe Trust Trend41 The Changing Traveller Report 2022Link to AppendixSiteMinder RecommendsHow hotels can winRemove any friction from the booking process
124、The easier hoteliers make the purchase process,the more likely their guests are to follow through.If they take the journey of discovering,and then booking their own rooms and it feels clunky or untrustworthy,then changes need to be made.Importantly,with the bar being set high by the likes of Amazon,
125、feedback from those who regularly shop online is highly valuable.For the highest number of travellers(57%),an easy and secure booking and payment process is the top priority when choosing whether to book via a propertys website.Modern travellers will abandon a cart without a second thought if someth
126、ing is too difficult,takes too long or doesnt feel secure,so its vital to get right with a customisable leading booking engine.For younger,particularly female travellers,guest reviews and property content are top priorities,so ensuring these pop on arrival and project a trustworthy brand will make a
127、 hotels website more shareable.Fine-tune a secure,forward-looking payment processConnected with the above,rather than checking out at the front desk and physically handing their credit card to a staff member,more(particularly younger)guests are starting to expect a seamless,behind-the-scenes payment
128、 experience.According to research recently released by Paysafe,more than half(59%)of consumers are more concerned about becoming a victim of fraud now than they were in 2021,highlighting the rise of online scams and the growing need to instil confidence that guest data will be properly managed.If gu
129、ests know that the payment process is going to be frictionless and safe,not only will their experience be better,but they will feel more comfortable purchasing add-ons and extras too.On top of this,there is a time-saving component when hoteliers update their approach to payments.42 The Changing Trav
130、eller Report 202242 Link to AppendixThe Trust TrendThe Human Connection TrendTREND 543 The Changing Traveller Report 2022Link to AppendixThe Human Connection TrendTech-enabled travellers are not willing to compromise on human connectionWhile appreciating the conveniences that technology can bring,th
131、e accommodation experience of many travellers remains deeply linked with meaningful human engagement,and increasingly,the ability of their property to act as a launchpad to the local community.Hospitality will always be based around customer experiences and human connection.Even as technology and tr
132、aveller preferences evolve,great hospitality will always require a thoughtful human touch.And our data shows its appreciated by guests.Loyalty to an accommodation brand remains deeply connected to a propertys people and the majority of travellers dont want to replace humans with robots,but a tension
133、 does exist between higher expectations of human-delivered accommodation services(for 61%,expectations are higher or much higher now than pre-Covid)and the staff shortages that are currently impacting the industry globally.44 The Changing Traveller Report 2022Link to AppendixRank the aspects of your
134、 accommodation stay that would make you most likely to return.(Please select your top 3)A bit more.While a propertys staff are most closely connected to loyalty for older travellers(77-94),they are seen as more important to the youngest group surveyed(18-25)compared to Millennial(26-41)and Gen X(42-
135、57)travellers.People remain at the heart of why guests return to hotels 30%23%43%58%72%20%39%15%The loyalty/rewards programThe freebies plimentary breakfast,merchandiseThe propertys close connection with the local culture/communityThe uniqueness or style of the propertyA memorable moment or experien
136、ce e.g.food and beverage,spa or eventThe staff and customer serviceThe locationValue for moneyQ.45 The Changing Traveller Report 202245 Link to AppendixThe Human Connection TrendThe Human Connection TrendThe check-in:Where guests,tech and staff hang in the balanceA core memorable act during the acco
137、mmodation experience,the check-in creates a case study in defining the optimal balance between people and technology in a hotel environment.Our survey highlighted that the majority of travellers want a faster,automated check-in experience,but almost nine in 10 travellers still want staff present on
138、site.Almost nine in 10 travellers still want staff present on site.A manual check-in process that allows me to engage with the staff at the property,even if it takes a bit longerA faster,automated check-in process using technology,with helpful staff present on siteA faster,automated check-in process
139、 using technology,with no staff present on siteNo preferenceWhen checking into a property,what most accurately describes your preference?39%48%6%6%A bit more.Young,urban travellers staying at bigger chains and resorts are the most likely to prefer an automated check-in process,while older travellers
140、 staying at a holiday park or camping site are the least likely to prefer it.By country,Indonesian travellers are the most in favour of automated check-ins,while German travellers are the least in favour.Q.46 The Changing Traveller Report 2022Link to AppendixThe Human Connection TrendCheck-in prefer
141、ence by country Australia35%55%China76%20%France44%50%Germany33%55%Indonesia82%17%Italy57%37%Spain55%41%Thailand72%27%UK42%51%USA52%42%Faster,automated check-inManual check-in47 The Changing Traveller Report 2022Link to AppendixA bridge to purpose:Travellers want their accommodation provider to have
142、 an active role in making their trip more meaningful.87%would appreciate it if their accommodation provider enabled them to learn more about the culture and history of the location they are staying in,acting as a portal to the people and stories of the local community.48 The Changing Traveller Repor
143、t 202248 Link to AppendixThe Human Connection TrendThe Human Connection TrendAt Ovolo,were in the business of sharing happiness and intrinsically,humans want to feel a sense of belonging.With more of our guests spending time working remotely,the need for human connection is far greater than it ever
144、has been.Were committed to weaving a tighter social fabric by emotionally connecting with our guests through their experiences in our hotels.Through the art of storytelling and activations,we connect guests to our local communities and the cultural and historical significance of our hotels.Were enga
145、ging our guests on our sustainability journey through initiatives like PlantD which sees us delivering plant-based,locally sourced cuisine in our Ovolo Hotels.Through PlantD were uniting our community,guests,our people,and stakeholders in doing good for the planet.Our data tells us that the emotiona
146、l connection the team forms with our guests(and our brand)is a far greater driver of high guest promotion than a speedier check-in.Its not to say that we dont focus on making this process more effortless for our team and our guests,we simply believe that there is a far greater driver of satisfaction
147、 at play-human connection.And its not only a guest experience driver but also an employee experience driver too!Amanda Cottome Culture and Brand Experience Manager,Ovolo Hotels49 The Changing Traveller Report 2022Link to AppendixSiteMinder RecommendsHow hotels can win Enable purpose-driven travelIn
148、the coming decades,travel may likely be challenged by the rising concerns of climate change and global inequality.Increasingly,consumers are realising that being able to travel for pleasure,especially internationally,is a privilege.As a result,becoming more purposeful in how travel is undertaken wil
149、l become a priority for a growing number,as the cultural conversation evolves.Accommodation providers hosting these purpose-driven travellers will have a role to play in enabling them,with an opportunity for hotels to become more active members of their community,rather than separate or external to
150、them.Whether it be presenting the work of local artists in the lobby,selling the products of local businesses,supporting local musicians and yoga instructors,or connecting guests with indigenous tour operators,taking a step closer to the surrounding community and becoming an active link to it will b
151、e important to a growing number of guests.50 The Changing Traveller Report 202250 Link to AppendixThe Human Connection TrendSiteMinder RecommendsHelp hotel staff to learn and growIn hospitality,interactions with a hotels staff are more closely connected to the satisfaction of its guests than in any
152、other industry,with customer service remaining central to the accommodation experience.This has never been more pertinent as labour shortages challenge businesses in hospitality the world over.For those actively looking to attract new employees and reduce staff turnover,its possible to improve the j
153、ourney of staff by:Creating clear development pathways at all levels of the business.Employees need to feel valued and a sense of advancement,something that the industry has historically struggled with.Opening up communication flows and giving team members the chance to converse with company leaders
154、.This may mean installing tools where staff can provide anonymous written feedback,or hosting regular digital town halls where questions can be asked anonymously by anyone in the business.Creating loyalty with benefits for high performance and passion.Defining clear coaching and internal mentoring p
155、rograms.Theres no better way for team members to learn new skills and deeply understand the values of the business.Finally,when hiring,hoteliers should look for people that understand and value the relationship between customer service and loyalty.With almost half of all travellers placing staff and
156、 customer service as a top reason theyd return to a hotel,this is both good practice and an investment in the hotels bottom line.51 The Changing Traveller Report 202251 Link to AppendixThe Human Connection TrendAppendixDive into the results of 8,000+global travellers,or visit the country-level break
157、downs below52 The Changing Traveller Report 202252 Link to AppendixThe Human Connection TrendRead the AppendixAbout SiteMinderSiteMinder Limited is the worlds leading open hotel commerce platform,ranked among technology pioneers for opening up every hotels access to online commerce.Its this central
158、role that has earned SiteMinder the trust of tens of thousands of hotels,across 150 countries,to sell,market,manage and grow their business.SiteMinder 2022SiteMinder has taken reasonable care in publishing the information contained in this publication but does not guarantee that the information is c
159、omplete,accurate or current.The information in this publication is general in nature and is not intended to be used as the basis for making any investment or business decisions and must not be relied upon as advice.Views and assumptions,including forecasts and forward-looking statements,are subject
160、to uncertainty and contingencies outside of SiteMinders control.To the maximum extent permitted by law,SiteMinder disclaims all liability(including liability in negligence)to any person arising out of the use or reliance on the information contained in this publication,including for loss or damage which you or anyone else might suffer from that use or reliance.53 The Changing Traveller Report 202253 Link to AppendixWatch a DemoSpeak to a Consultant