MGallery by Sofitel recently worked with global marketing research company, IPSOS, to conduct a global in-depth survey to understand guests’ habits and what they want to see and experience in hotels. The survey found that 86% of female travellers wanted a hospitality programme designed specifically for them.
As a result, MGallery by Sofitel established Inspired by Her which focuses on the needs of women when they are travelling.
73% of women surveyed said they often forget to pack an essential item and don’t realise they’ve left it behind until they get to the hotel. As a result, through Inspired by Her all MGallery hotels offer emergency kits which include complimentary beauty items, makeup remover, nail polish remover, hair ties and pins, moisturizer, sunscreen, stockings and more.
Women also stated they want quality hairdryers and good bathroom lighting when staying at a hotel Ð all MGallery hotels in the Pacific now have quality hairdryers and makeup mirrors available.
Bridie Commerford, Vice President of Marketing, Communications and Guest Relations for AccorHotels Pacific said the Inspired by Her program is a direct result of listening to women.
ÒOver 80% of guests in our MGallery by Sofitel hotels in Australia are female, so it was important for us to bring in feminine touches to enrich the guest experience, and the Inspired by Her program certainly does that.
ÒHaving listened to what women want, we are extremely proud to be launching the Inspired by Her program across our network. 8 out of 10 men surveyed also told us that they were supportive of a female orientated hospitality program.
ÒThrough the emergency kits, wellbeing experiences and food and beverage offerings, we hope Inspired by Her will ensure our guests feel welcomeÓ.
As part of the Inspired by Her program, MGallery hotels in Australia have also added light and healthy menu items in restaurants and a number of dishes have been created specifically around inspiring females.
Signature cocktails have also been created Ôwith her in mind’ with floral creations, Champagne and muddled fruit a feature. An elegant teapot service has also been created for guests. On request, a staff member will deliver a specially brewed pot of tea to the room.
Other key insights from the global survey found that wellbeing experiences top the list of ÔMemorable Moments’ women want to have, while the top 5 feminine touch items women like in a hotel are fresh flowers, fragrance, quality bedding and materials, and attention to service detail.
