New ways of adding value to a guest’s hotel stay could be a method of attracting guests without “devaluing a hotel’s brand”, a study has revealed.

Published: 01 May 2009

New ways of adding value to a guest’s hotel stay could be a method of attracting guests without “devaluing a hotel’s brand”, a study has revealed.

According to a study undertaken by Filmbank and RBI Insights, more than two thirds of respondents in the survey - of over 200 hotel professionals - have seen a decrease in the number of bookings this year compared to last, with the same number experiencing a drop in in-room spend by an average of 19 percent.

It has been pointed out that methods of boosting occupancy and guest spend are currently most likely to centre around discounting rack rates, with more than half of those surveyed highlighting special deals on rooms and discounts for extra nights stayed as the most successful ways to boost occupancy.

“We’ve asked hotels to tell us what works in terms of promotions. While special deals on room rates are still seen as the most successful, added-value promotions around spa, themed weekends and in-room meal-deals all rate highly with more than 50 percent of hoteliers claiming they attract guests,” says Majella Griffin, general manager, Filmbank.

As per the findings, 72 percent of hoteliers said in-room entertainment is important for guest satisfaction, more than half know it assists their PR and marketing efforts and experience guests asking about in-room entertainment and 55 percent reported in-room movie deals as successful. However, 60 percent of hoteliers do not see the benefit of promoting in-room movies to guests on check-in.

Read more: Occupancy, Promotions