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Amenities and technology key hotel differentiators for business travelers
November 15, 2010 | Hospitality Industry
Amenities and Technology Key Differentiators
The Deloitte survey found that the overall hotel experience is important to a majority of business travelers. Roughly two-thirds of respondents said they often work in their room (68 percent) and they also expect a lot more from a hotel than just a clean room and comfortable bed (65 percent). Further, almost four out of five respondents felt that high-speed Internet (79 percent) and free parking (77 percent) were important amenities to them when staying at a hotel for business. A core group of business travelers (30 percent) felt their favorite hotel brand was so important to them that they would stay at that hotel brand even if it were not in the most convenient location. This loyalty was highest among those earning $150,000 or more.
“Consumers are more value-conscious than ever and have been conditioned to expect more for their money after a steady diet of recession-era deals. The tipping point for hotels to differentiate their brand offering and strengthen loyalty among the post-recessionary business traveler will be providing additional complementary services and amenities tailored to their guests’ specific needs,” said Weissenberg. “Beyond traditional incentives, hotels are realizing the importance of developing their online presence, particularly with mobile platforms, to capitalize on a crucial touch point for brand communication.”
Roughly half, 48 percent, of survey respondents owned a web-enabled smartphone. However, business travelers who are 18 to 29 years old, or with an income of more than $150,000, were far more likely to own one (84 percent and 63 percent, respectively). Among smartphone owners, more than one-quarter (26 percent) have downloaded a hotel application and have used it primarily to book a room (54 percent).
Interestingly, general-purpose travel websites did not appear to be regularly used by business travelers for booking accommodations. Only 31 percent used such sites always/frequently, 31 percent used them occasionally, and a larger 38 percent stating they never use these sites for reserving a hotel room for business travel.
About the Survey
The survey was commissioned by Deloitte and conducted online by an independent research company between September 10 and September 14, 2010. The survey polled a nationally representative sample of 1,001 business travelers and has a margin of error of +/- three percentage points.
Related Link: Deloitte