Room for Savings: Optimizing Hotel Spend - Carlson

A number of differences between the four types
of travelers can also be observed in their use of
preferred hotels and booking channels.
Travelers who attach the most importance
to practicality (“pragmatic travelers” and
“demanding customers”) are the most
compliant with preferred hotels and
preferred booking channels. They also tend
to be younger, travel more frequently and
more internationally, and have longer than
average stays.
Travelers who are the most concerned
with comfort (“comfort seekers” and
“demanding customers”), on the other
hand, are the most compliant with preferred
hotels.
Travelers who are the least concerned
with hotel features (“easygoing guests”)
are the least likely to use preferred hotels.
This information is illustrated in Figure 37.
Figure 37: The four segments differ in their use of preferred hotels and booking channels
Source: CWT Travel Management Institute
Based on a survey of travelers (4,564 responses)