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

Each week, we highlight a course from the eHotelier Academy catalogueEnterprise Learning Members have access to this course as access to the full course catalogue including industry-endorsed certifications, 150+ courses and professional development framework. 

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.

  • How customers shop for accommodation
  • Learn what drives customers search and selection process
  • Learn what influences their choices during their search (including travel agents)
  • The customer journey, from dreaming about a holiday, to shopping, booking, and experiencing the holiday or trip
  • Travel inspiration – how do we find the inspiration to travel, and where to travel to?
  • Many hotels are part of a Hotel loyalty programs so we will explain what these are and how they are used to influence the selection of accommodation:
    • Description of loyalty and reward schemes
    • How hoteliers view their loyalty members
    • Direct communication with guests
    • Driving additional revenue for hotels
    • How Revenue Managers leverage the benefits of hotel loyalty programs
Join our webinar: Decoding the hotel guestprint
Out now: Revenue Management 2020 – eHotelier Industry Journal