Hotel amenities that are the most important to hotel guests are quality WiFi, the ability to stream personalized content to in-room TVs, technologically engaged services and lobbies that allow for mobile check-ins and experiences, numerous and strategically placed power sources. Other amenities that guests look for are those that support healthy and active lifestyles and healthy food alternatives, minibars with smoothies and health bars, aromatherapy bath salts, sleep masks, quality toiletries, health concierges, free parking and drinks, pet sitting services, and specialized amenities such as use of flat irons and extra hangers among others.
GENERAL IMPORTANT AMENITIES
- 57.4% of all guests try to connect their own devices to the in-room TV; 62.1% of Millennials, 52.2% of Gen Xers, and 17.2% of Baby Boomers.
- The importance of being connected is well noted as seven out of ten hotel guests rate reliable WiFi as being of higher priority than the hotel's location, parking, and free breakfast and conversely slow internet speeds are the number one complaint of guests. 80% cite that guaranteed speeds make a brand more appealing. As many as 73% of guests under 35 years old will not return to a place with poor WiFi, while 50% of guests will spend more money if there is good WiFi.
- About 70% of guests prefer to use their smartphones to accelerate check-ins and other services, 63% prefer a tech-enabled lobby, and 43% would prefer to communicate with the hotel services such as housekeeping via technological means like smartphones.
- The use of mobile devices, especially for mobile device check-ins (80%), and use of mobile apps to access services, is up from 35% in 2016 to 40% in 2018 in mid-price and upper segment properties.
LIFESTYLE AND LUXURY
- Research has noted a trend in the way some differentiators are now considered to be the new basics in the hotel industry, such as fitness places and high-quality bars and restaurants. Lifestyle and luxury guests care most about the "new basics" 1.3x and 1.22x, respectively.
- Influential millennial guests are more likely to want communal living spaces and amenities that support healthy and active lifestyles such as sit-down food alternatives, grab-n-go markets, and healthy dining options. Grab-n-go markets rose from 21% in 2016 to 31% in 2018.
- Millennial women make most of the decisions regarding leisure travel and are more likely to travel alone or with friends, and brands such as Ellis Hotel in Atlanta and Hamilton Crown Plaza in D.C. offer amenities such as Women Only floors and amenities such as extra dress hangers, minibars with smoothies, and flat irons among others.
- The top three amenities that Millennials consider when choosing hotels are free WiFi (68%), privacy (57%), and a pool (50%).
- The health and wellness travel market is growing, and some luxury hotels have embraced the market and offer amenities such as aromatherapy bath salts, yoga mats, sleep masks, mobile apps with health information, healthy snacks, and more.
- Good amenities for vacationers are kitchenettes, spa services, and dining options. Weekend travelers prefer flexible check-in and check-out, quality toiletries, free luggage storage, and pet lodging.
- 34% of business travelers want more USB ports and power outlets in their rooms. Ironing boards are also a good amenity for business travelers as well as discounts on free drinks or dry cleaning.
- Business travelers and those who are on the road a lot prefer to have healthy breakfast, lunch and dinner options in their hotels to keep a healthy life balance.
Cognitive insights can help hotels plan what amenities should be provided to the customer, such as noting that bookings from corporate travel websites for quick business stays do not require the same investment in child-friendly amenities as a guest planning a long stay with children. The most important amenities were determined by the prevalence of it in survey responses, blogs, and articles. The most desired amenities focus around technological advancements and the ability to remain connected on numerous devices such as phones, tablets, and laptops, and there were only slight differences between types of travelers and desired amenities. We noted differences by age group, travel purpose, and gender when available.