Academy Course of the Week: Understanding Your Guests Path to Booking

Recent research from the University of Cornell used eye tracking software and interviews to analyse how consumers make their accommodation decision, and the process involved.  The results found that far more than price, imagery was a critical component. One of the study’s authors, Stephani K. A. Robson said: “What guests appear to be thinking about is how well all the pieces of information about the hotel” – price, brand, photo, ratings, and so on – fit together… They used pictures to imagine themselves at the property and to see if the hotel was the right ‘it’ for them, so images that provide some sense of the experience, not just what the hotel looks like from the outside, may be powerful, perhaps even more than reviews or ratings which get a lot of attention from the industry.

Hoteliers now need to learn how to influence consumers to book their rooms instead of another property.  To do this, you’ll need an understanding of the customer journey, not just for holiday-makers, but for business people too.