Leveraging technology to deliver an
exceptional experience from booking to check out is key to ensuring
guests rebook in the current economic climate.
LONDON, Jan. 18, 2024 /PRNewswire/ -- Agilysys
(NASDAQ: AGYS), a leading global provider of hospitality software
solutions and services, today announces the results of the 2023
UK Hospitality Impact Study, which revealed that just 27% of UK
travellers have rebooked a hotel in the last year. The study, which
canvassed the opinion of 1,000 UK consumers who have travelled
frequently in the last year, revealed that 85% have made changes to
their holiday plans in response to the cost-of-living crisis during
the last 12 months.
Almost half (44%) of UK consumers agree their leisure spending
has decreased in the last year, with a third (36%) saying it has
stayed the same, while two in five (41%) of respondents claimed
they had travelled less. Guests also cited taking fewer holidays
(38%), taking shorter breaks (18%) or opting for staycations (16%)
as personal strategies for combating the cost-of-living crisis.
"Consumer economic concerns have escalated the need for hotels
and resorts to provide a seamless guest experience through every
touchpoint," said Matthew
Prosser, Regional Director UK, Agilysys. "While some
tend to think this can be achieved through personal high-touch
service alone, research shows the most impactful way to increase
guest retention and returns is to combine technology advances with
personal and attentive service so that guests are surrounded by
choice, convenience, and personalised encounters.
Improving guest retention by as little as 5% has been estimated
to increase profits by as much as 25%, according to Bain &
Company, so it is essential that hoteliers understand why guests
are not returning to their venues so they can address the problem,"
Prosser added.
When asked what would make them more likely to rebook a venue,
respondents who did not rebook the same hotel cited various
factors, including:
- 64% said reducing wait times across all touchpoints would make
them more likely to rebook.
- 62% said tailoring experiences to their individual preferences
would make them more likely to rebook.
- 62% also said a strong loyalty program would make them more
likely to rebook.
- 61% said having the flexibility to manage their stay via hotel
staff or via technology was important.
- 58% said little surprises, such as having chocolate left on
their pillow, would make them more likely to rebook.
For those that did rebook at the same hotel this past year, the
reasons they cited were similar:
- 48% said the hotel or resort delivered an exceptional
experience end-to-end, from booking to check-in to services to
dining and activities to check-out.
- 42% said the staff was friendly and courteous and went "above
and beyond" to make my stay memorable.
- 24% said every touchpoint from staff to self-service and mobile
was tailored to my preferences.
"The survey emphasises the need to create an exceptional
experience for every guest, every chance a hotel gets," Prosser
noted. "UK travellers have high expectations when it comes to
personalisation and flexibility. Investing in the right technology
platform is key to empowering staff to create unforgettable
memories and building lasting connections with their guests.
Hoteliers then can focus on developing brands that are well-loved
by all guests, boosting return on experience in the form of
positive reviews, return stays and, ultimately, high economic
returns," Prosser added.
Jane Pendlebury, Chief Executive,
HOSPA said: "This research has confirmed what we always suspected;
hospitality can be a tough industry. Hospitality has often proved
to be an early indicator of an economic downturn and these
businesses, sadly, are also usually slow to recover as consumer
confidence catches up with an improving economy."
Pendlebury added: "However, small tweaks to business models can
substantially increase profitability. Loyalty is a major player in
the key to success and if that aspect can be enhanced by clever
technology, then why not consider the benefits of increased
automation?"
Please click here to access the full report: The
2023 UK Hospitality Impact Study.
About Agilysys
Agilysys exclusively delivers state-of-the-art software
solutions and services that help organizations achieve High Return
Hospitality™ by maximizing Return on Experience (ROE) through
interactions that make 'personal' profitable. Customers around the
world use Agilysys Property Management Systems (PMS), Point-of-Sale
(POS) solutions and Inventory and Procurement (I&P) systems to
consistently delight guests, retain staff and grow margins.
Agilysys' 100% hospitality customer base includes branded and
independent hotels; multi-amenity resorts; casinos; property, hotel
and resort management companies; cruise lines; corporate dining
providers; higher education campus dining providers; food service
management companies; hospitals; lifestyle communities; senior
living facilities; stadiums; and theme
parks. www.agilysys.com
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