iPerceptions and HSMAI Release ‘Online Satisfaction and Experience in the Hospitality Industry’ Report for Q1 2012
iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics derived from actual visitor feedback, and the Hospitality Sales and Marketing Association International (HSMAI), a thought leader and catalyst for hotel revenue growth, today announced the release of their ‘Online Satisfaction and Experience in the Hospitality Industry‘ report for Q1 2012.
The report shows that online satisfaction increased among business travelers, suggesting that hospitality brand websites are doing a better job at meeting the needs of this important customer segment.
Business travelers represent almost a third of all hospitality website visitors. The study found that in Q1 2012, online satisfaction and task completion improved significantly among business travelers, despite fewer repeat visitors and loyalty program members. This finding could be a result of websites optimizing content for the business traveler in an effort to better meet their needs. Many brands have recognized in recent years that business and leisure travelers look for different types of information, and have addressed these needs by providing content specific to their context of trip.
“In order to continue to increase satisfaction among business travelers, hospitality brands will need to deliver information in the most convenient way,” said Duff Anderson, Vice President of Research at iPerceptions. “Mobile device use among business travelers is almost universal. According to PhoCusWright, almost 80% of frequent business travelers have used their mobile devices to find local services. Thus, hospitality brands should invest in their mobile sites to enable quick and intuitive booking, as this is clearly the channel of the future.”
Important findings from the report include:
- 29% of hospitality website visitors were business travelers in Q1 2012; 60% were leisure travelers and 10% were an ‘other’ type of visitor.
- Online satisfaction for business travelers increased from 72 in Q4 2011 to 74 in Q1 2012.
- Task completion for business travelers increased from 77% in Q4 2011 to 79% in Q1 2012.
- Q1 2012 marks the first quarter since 2010 where loyalty program membership decreased versus the previous quarter.
The report is based on immediate post-experience feedback from nearly 100,000 visitors to 163 hospitality websites. The data represents aggregated information obtained from iPerceptions’ webValidator and 4Q Suite surveys.
The report can be found on the iPerceptions website at www.iperceptions.com/resource-center.