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Consumer Research


Online hotel bookings on the rise

Online hotel bookings on the rise

Competition in the British hotel sector continues to intensify and leisure continues to be challenged by cheap short-haul flights and poor UK weather, according to the British Hotel Guest Survey 2008.

Researched and produced by BDRC, it has found that business travellers have a greater number of brands to choose from and this is impacting on brand performance - there has been a 53% increase in branded room supply since 2000

Internet search engines remain the preferred information source for business and leisure travellers and internet bookings continue to rise.

Expedia is the top website visited for browsing (40%), however business travellers still prefer to book through the hotel website.

In 2008 64% of leisure travellers booked online - as opposed to just 4% in 2000. Likewise business travellers are up 70% in 2008 from 11% in 2000

In 2006 11% of respondents claimed to have used a wireless hotspot in a hotel - in 2008 this is up to 36%. With 29% preferring to use the internet from their bedroom

However leisure travellers still claim that broadband provision is not a top priority when booking a hotel (48%) and most agree they would opt for free access with low speed (eg 2Mbps) rather than pay for speed

Business travellers found design-led brands such as Malmaison and City Inn achieve greater differentiation than their more established corporate chain counterparts. As a result some more established heritage brands are now emulating these lifestyle brands.

Hilton came out top of the business travellers category for prompted awareness in the upper service brands category.

Holiday Inn leads in the mid-market full service category and Travelodge continues to lead in the budget brands category. Malmaison however overtook Hilton as leading choice amongst actual users

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