6/7/2021 How the Pandemic Has Shifted Hotel Guest Expectations

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STR DATA

How the Pandemic Has Shifted HotelGuest Expectations

Survey Shows Travelers Focus on Cancellation Policies

(Getty Images)

By Chris Klauda STR

May 19, 2021 | 9:29 AM

English (US)

As the hospitality industry returns to some sense of normalcy with demand for travel

steadily increasing, it is important to take stock and assess how the pandemic, and its

�

6/7/2021 How the Pandemic Has Shifted Hotel Guest Expectations

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resultant impact on consumer behavior, may leave an indelible mark on the industry. Recent

consumer research conducted by STR, CoStar's hospitality analytics �rm, provides insight on

these changes.

Location, Price and Cancellation PoliciesTraditional determinants of hotel location and value for money continue to be key

in�uences on accommodation choice. This is an encouraging �nding, which provides

reassurance that what was relevant before COVID-19 continues to be relevant during

recovery and perhaps beyond.

However, re�ecting the volatile and unpredictable nature of travel in recent months,

cancellation policies have become much more important than before COVID-19. Almost one

in three respondents in STR’s global survey stated that the accommodation provider’s

cancellation policy was a main factor that in�uenced booking decisions. This was much

higher than recorded in similar STR research conducted in 2020. While there is an

expectation that travel plans will be less prone to change as we move through the recovery,

increased �exibility is likely to continue to appeal to consumers going forward.

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Scrambling for BreakfastOne way in which the pandemic has upended the hospitality industry is by changing food-

and-beverage service. For most hotel operators, buffet breakfasts have been replaced with

grab-and-go or a la carte services to minimize infection risks by creating “contactless”

options. Consumers, however, are polarized about this change. Some support contactless

food service in hotels in which guests order and pay without interacting with servers or

touching shared public services. Others disagree with the idea of contactless food service,

and an equal number are indifferent.

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Do Not DisturbThe pandemic has also had a fundamental impact on housekeeping at hotels. Expectations

before COVID-19 of regular and attentive room cleaning services now have been swayed by

concerns over infections and viral spread. Because of this, many hoteliers have adopted less

frequent housekeeping services.

Among consumers, there is lukewarm support for minimal housekeeping. Most surveyed

travelers said they expect minimal housekeeping in the current situation. However, just

under one in three disagree.

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What’s Next?Cancellation policies, housekeeping and food services are just a few of many hotel

operations that have been heavily in�uenced by COVID-19. In the current environment,

some travelers seek and expect services that reduce risk and offer increased personal safety.

As vaccination progress continues and the world reopens, it remains to be seen how

hardened these expectations remain. However, hotel services, which require guest and staff

interactions, will continue to be fundamental to hospitality experiences going forward.

Chris Klauda is senior director of Market Insights at STR.

This article represents an interpretation of data collected by STR, CoStar's hospitality

analytics �rm. Please feel free to comment or contact an editor with any questions or

concerns. For more analysis of STR data, visit the data insights blog on STR.com.

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